CHAPTER 1

DESCRIPTION OF BUSINESS

Introduction

Previously, diners were commonly defined as the capacity to meet the

interests of people to satisfy their cravings. However, because of increased appetites

and low budgets, changes in economic conditions rendered this definition

insufficient. But now, the proponents did a thorough research and now presenting

a satiable menu with affordable prices that will leave a positive mark in customers’

faces.

The proponents will start-up a business that will be reliable for tasty food

and wonderful services. A & M Food House is an exclusive diner that provides its

customers Filipino cuisine with fair price for everyone with professionalism on

providing special services and serving people with a smile. As a first-class diner,

the company is committed to deliver services through the highest standards in the

performance of services to its customers.

Background of the Project

Mrs. Marissa Benetua with her husband Mr. Arnold Benetua, a licensed

engineer in Qatar, came up to this idea with the help of their sibling Mr. Carlos

Trono Jr., a retired chef in middle east that just came home recently. As Mr. Carlos

Trono Jr. is involve with food, using his vast experience in the field of serving, they

finally decided to put up a diner business focusing on Filipino cuisine that is famous

among local Filipinos using the investment of Mr. and Mrs. Benetua.
 Gauging for the right time to start this new venture. Having the perfect spot

to start up fresh without thinking about the rent. Relating to people’s demands, as

well as the ambitions of the owners to support and develop those horizons to one

day start their own business. Attaining the help of average skilled and kind

employees to be the foundation of this diner, has made this business on of great

possibilities.

A & M Food House has the audacity to be efficient that leads into an

extremely successful business. Basically, our diner has the advantage especially

when we are talking about low budget. Affordable, has big servings and can easily

satisfy peoples’ cravings and appetites.

Upon inception of procedures, A & M Food House will provide tasty cuisine

and excellent services where consumers will be satisfied. What will set A & M

Food House apart from other competitors is our commitment in providing

exceptional services with exquisite cuisine through unique yet appetizing recipes.

Company Name

According to the business dictionary, it is a legal name of a firm, the title

by which a formally organized or incorporated firm is known as a legal entity or

artificial-person. The company name sums up the whole identity of the company.

It is the legal name of the business and it is on all the documents and payment that

are made to the company.

The owner chose “A & M Food House” as the name of their business

because they named it after Mr. Arnold Benetua and his wife Mrs. Marissa Benetua.
So basically ‘AM’ stands for Arnold and Marissa. They decided to do this business

with the help of their sibling Carlos Trono Jr. to earn income and at the same time

enhance their skills in business management and in delivering services.

Company Logo

Figure 1. Company Logo

A company logo is a graphic mark or symbol of your company’s

identity used to aid and promote public identification and recognition. The

company logo represents what a particular business is related to or basically the

whole entire business or company.

The meaning of ‘A & M Food House” logo came up from the idea of

the owners. The partners chose the chef hat on their logo to show their expertise in

the field of cooking and serving food. The circular or round shape is the overall
logo to show that the A & M Food House serves people with totality and wholeness.

The whole logo is surrounded by black color and black has numerous

representations and symbolism. The owner chose this color because black also

represents elegance, formality and professionalism.

Project Rationale

The owners Mr. and Mrs. Benetua with the help of their sibling Mr.

Carlos Trono Jr. decided to put up the business along Mayor Ignacio Santos Diaz

Street because the diner will be built in the garage of their owned apartment. It can

also help the business to be more efficient since they can focus on it more since it

is not far to where their relatives’ lives. The focus of this business is to give

exquisite cuisine through excellent services to the customers to give their money’s

worth. With such interest, the proponents must successfully accomplish the things

required to make this project a reality.

Vision

To be the finest Diner business as we aim for professionalism in delivering

excellent services.

Mission

 Provide high-end quality food that can meet the demands of our customers.

 Exercising good interpersonal skills to develop good communication with

customers.

 Strengthening camaraderie among workers to deliver excellent services.

 Vicinity Map

Figure 1. Vicinity Map

Figure 2. Actual Location

Area Profile

A & M Food House will be located at 39 Mayor Ignacio Santos Diaz, Cubao, Quezon City,
Metro Manila. With the land area of 141 sq.km and 8,167 population. Quezon City is an ideal
place for new business ventures because of its transportation accessibility and the volume of
population.
The Building is surrounded by condominium, apartment, sari-sari stores,

laundry shop, refilling station and local houses. It is also found near EDSA, LRT2

and MRT stations. Situated around the food house are sports facilities, educational

centers, and gas stations.

SWOT Analysis

Strengths: Weaknesses:

 Skilled Manpower  Existing competitors

 Fair and reasonable price  Competitors can offer similar

products
 Unique taste of the food
 Unfamiliarity of the business
name

Opportunities: Threats:

 Expansion of business  Economic instability

 Partnership with other  Experienced competitors

businesses or institutions
 Change in customers’ choice
 Gain customers’ loyalty

Table 1. SWOT

Strengths

Skilled Manpower- Ability to run a business with devoted workers.

 Virtuous Ambiance – Provide art facilities with an open fresh air. (kung ayaw mo

lang naman ng skilled manpower)

Fair and reasonable price – Price of food is fit to the budget of the masses.

Unique taste of the food – Food is made with original recipe that’s why it is unique.

Weaknesses

Existing competitors - familiarity of the goods that other ventures can offer

Competitors can offer similar products quickly – businesses offering similar

products and can create direct competition.

Unfamiliarity of the business name – Business is new to the environment thus it’s

name is not familiar to the masses.

Opportunities

Expansion of business- Can build more branches at different locations.

Partnership with other businesses or institutions- Collaboration or joining in with

other businesses

Gain customers’ loyalty- Providing customers with an excellent service thus

gaining their trust.

Threats

Inflation – since it is a global economic condition, we have no choice but to deal

with the changes.

Negative feedback from discontented customers- We can’t please everyone

especially to the customers whom we can’t meet their demands.

Change in customers choice- Customers has different tastes and interests when it

comes to food.