Address: Judge Jose de Venecia Ave, Calasiao, Pangasinan

Website: www.chooseFilFamechoosePhils.com
Email: filfamerestaurant@yahoo.com
Follow us on: Submitted by 12 ABM-Fayol
Facebook: FilFame Restaurant Isabelle Francheska Ferrer
Yvonne Latoja
Instagram: @filfameresto Marzel Yna Carlet
Twitter: @filfamefoods Kenneth Dimalanta
Albert Sam Alegria
Pinterest: @choosefilipinofoods Richard Ferrer
Rowen Kyla Francisco
Divine Grace Marco
Ella Patricia Nepacena
 TABLE OF CONTENTS
I. Executive Summary
II. Study Background
A. Brief History of the Business
B. Mission and Vision
C. Products and Services
III. SWOT Analysis
IV. The Market
A. The Market Size
B. Market Needs
C. Market Trends
V. Marketing Objectives
VI. Marketing Strategies
A. Product/Market Strategy
1. Target Market
2. Brand Positioning
B. Pricing Strategy
C. Distribution Strategy
D. Advertising
VII. Marketing Budgeting
 I. EXECUTIVE SUMMARY

The overall aim of FilFame Food Restaurant is to serve the best Filipino
foods all over the world. In the first chapter, you can found the executive
summary of all elements that was discussed in marketing plan. The second
chapter is where the study background was written, it shows a brief history
about the business which includes the story behind the success of a canteen
that turn out into a restaurant. Also, it shows the mission and vision of the
food business as well as the availability of products and services.

The third chapter is the SWOT Analysis which shows a table that
elaborates the strengths, weaknesses, opportunities and threats of the
business. The fourth chapter composed all about the market which are the
market size, market needs and market trends. While, in the fifth chapter
includes the marketing objectives which are classified into two; the overall
and sub-objectives of the food business. The sixth chapter involves four sub-
parts which are the product/market strategy, under this is the target market
which shows pie graph indicating how many percent are the required
customers. Next sub-parts are the pricing strategy and distribution strategy.
Different categories of advertising is also located in this chapter.

The last chapter that will complete the marketing plan is the marketing
budgeting for without this, there will be no FilFame restaurant present. It
involves all the expenses, supports, fees and financial matters needed for the
business.
 II. STUDY BACKGROUND

A. Brief History of the Business

A decade of years back then, 1980s, La Solidaridad family owned a
canteen named “Karinderyang Pinoy” which is just a small eatery where you
can eat your breakfast, lunch and dinner for just having a minimal budget of
meal. This canteen offers Filipino tasty foods like silogs for morning, adobo
and sinigang for afternoon, and pigar-pigar for evening. It is very well-known
in the town of Calasiao for it serves a lot of loyal customers all throughout
the year. Later on, because of the continuous increasing of profit per year and
dedication of the family in their business. The owners decided to build a
restaurant business wherein it adds variety of features that will satisfy more
the customers’ satisfaction of needs and wants when it talks about food trips.
This restaurant was named “FilFame Restaurant”. The word “FilFame” came
from the combination of the two words which are Filipino and famous.
Introducing the different Filipino style cuisines served freshly and delight.
Also, desserts are already available. Enjoying the nice view with its theme of
Filipino provincial style venue. The FilFame Restaurant aims to promote the
foods of the Philippines with its tagline, “Taste the proudly authentic foods of
the Philippines”. So, what are you waiting for? Come and visit our restaurant
and we will surely give you an experience that you will never forget!

B. Mission and Vision

Mission
The mission of the owners is to promote the culture of the Filipinos not
only with the foods being served but also the cooking skills and creativity as
well as the way the people welcome them in our country. Also, they want to
preserve the national essence of the Filipino foods that was taken by Filipinos.
Providing foods that will satisfy the craving of many Filipinos and foreigners.
Attaching the value of the products and services to the customers through
showing a good customer relationships managed by the whole team.

Vision
After 10 years of existing, the restaurant was visualize as one of the
most famous restaurant in the whole Philippines having different branches
all over the country and serving other countries all over the world.
Consistency of product quality and excellence in serving customer are
maintained. The structure of traditional place mixed up with the modern era
that joins the today’s generation trends. Also, it is visionized that the FilFame
restaurant have received awards nationally and internationally because of its
innovations and good image of promoting Philippines to other countries.

C. Products and Services

The following mentioned below are the products and services offered by
the FilFame restaurant that will surely give satisfaction to the Filipino food
lovers.
 PRODUCTS
FOODS
 Silog
̶ Filipino’s favourite breakfast in table.
Silog is actually a meal of sinangag (garlic
fried rice) and egg with many combinations.
Among the popular silog combos
are tapsilog, longsilog, tocilog,
and chicksilog. What’s great about this type
of meal combo is that it’s easy to prepare
and totally delicious.
  Sinigang
̶ a soup or stew characterized by its
sour and savory taste most often
associated with tamarind.

 Adobo
̶ a popular dish and cooking
process in Filipino cuisine that involves
meat, marinated in vinegar, soy sauce,
garlic, and black peppercorns, which is
browned in oil, and simmered in a
marinade.

 Pinakbet
̶ is an indigenous dish made from
mixed vegetables steamed in fish or
shrimp sauce. The word is contracted
form of the Ilokano word pinakebbet,
meaning "shrunk".

 Pigar-pigar
̶ a very popular food consists of thinly
sliced sirloin beef stir-fried with onions and
cabbage, then served with vinegar and fish
sauce on the side for dipping.
  Lechon
̶ a dish referring to a suckling pig that is
whole roasted cooked over charcoal. Its
crunchy skin is the most delicious part.

 Sisig
̶ a dish made from parts of pig head
and chicken liver, usually seasoned with
calamansi, onions and chili peppers. It
was first mentioned in a Kapampangan
dictionary in the 17th century meaning "to
snack on something sour" and "salad".

 Kare-kare
̶ a stew complemented with a thick
savory peanut sauce. It is made from a
variation base of stewed oxtail, pork hocks,
calves feet, pig feet, beef stew meat, and
occasionally offal or tripe. This food can also
be made with seafood or vegetables.

 Balut
̶ a developing bird embryo (usually a
duck) that is boiled and eaten from the shell.
Sometimes it was cooked with different
version of taste.
 DESSERTS AND DELICACIES

 Halo-halo
̶ popular cold dessert which is a
concoction of crushed ice, evaporated milk and
various ingredients and topped with a scoop of
ice cream.

 Fresh buko juice

̶ a fresh drinking juice from the tree of
coconut, specially served in fruits’. Aside
from being a refreshing drink, it contains
numerous health benefits.

 Buko pie
̶ sometimes anglicised as coconut pie,
is a traditional Filipino baked young-
coconut custard pie. It is considered a
specialty in the city of Laguna.

 Bibingka
̶ a type of baked rice cake that is
usually eaten for breakfast, especially
during the Christmas season. It is
traditionally cooked in clay pots lined with
leaves. It is a subtype of kakanin in
Philippine cuisine.
  Puto
̶ a steamed rice cakes, traditionally
made from slightly fermented rice dough. It
is eaten as is or as an accompaniment to a
dinuguan.

 Banana sweet
̶ it is made of saba bananas and a sweet
syrup called arnibal. Sometimes, milk is added
and shaved ice to make it a cold treat, also
known as Saba Con Yelo.

 SERVICES
The FilFame restaurant offers services such as take outs and discounts
for a dine-in family meal. It is also open for venue events like birthdays,
weddings, christening or any kind of occasion. At evening, there is a band
who sings OPM (Original Philippine Music) dedicated to the customers. If
there’s a celebration like Mother’s Day, Father’s Day, Valentine’s Day,
Christmas and New Year, a free one dish of Filipino food is served without
any charge.
 III. SWOT ANALYSIS

Strengths Weaknesses
 Good pricing for affordable
products  Serving time takes a little
bit too long.
 Free side dishes in a big group
dine in
 Closing time is early unlike
 Have a large variety of Filipino the other restaurants.
dishes and desserts
that everyone likes the most
 Menu items listed were
accompanied by pictures
 Take-outs are available during
weekends
 Staffs and customer service are
very polite, active and happy to
serve everyone
 Free Wi-Fi connection
 Wide and clean restaurant
space
 Fresh and organic ingredients
 Well-trained and high qualified
employees, staffs and chefs

Opportunities Threats
 Partnerships with other food  Building of new food
restaurants restaurants
 Expansion of the target market  Constant changing of
 The use of advertising through people’s preference in foods
media practitioners  Inflation
 The one and only Filipino food  Market competition
restaurant in Luzon region  Viruses scattered from the
 Travellers in Pangasinan animals (such African swine
fever and bird flu)
 IV. THE MARKET
The FilFame restaurant ensures that the supply and demand will
always be balance in order to make the transaction with market effective and
efficient. In this part of marketing plan, the target market of the restaurant
was illustrated by the pie graph below that shows the percentage of the
possible customers.
We all know that families love to eat at restaurant, so the 40% of the
target market is particularly focused on families because they want to eat
with the whole family and restaurant is the best place to have some time
together. 25% of millennials wants to taste something new and fantastic,
some millennial do food blogs and vlogs and these things help the restaurant
to become well-known in other places. The 25% also will be for the foreigners.
Admittedly, they love to taste variety of Filipino foods when they visit
Philippines and it is the perfect place to get to know more about Filipino
cuisines. While the 10% is for the employees who are nearly working along
the location of the restaurant, also, other employees from different places can
also try it.

The Target Market

10%

25% 40%
Family

Foreigners

25% Millennials

Employees
A. The Market Size
The table below shows the estimated population to the following
number of target market.
Target Market Estimation of Share on Target Required
Population Market Consumers
Family 500,000 40% 200,000
Millennials 450,000 25% 112,500
Foreigners 200,000 25% 50,000
Employees 190,000 10% 19,000
Total 381,500 required customers

B. Market Needs
Nowadays, our needs and wants are keep on constantly changing. Food
businesses everywhere aims to sustain the market’s choice of foods. Every
business needs a complete facilities and responsible staffs. If it is not operated
well, the market needs will not be able to satisfy the customers. If the foods
are not well served not according to the customers’ preference, they will just
go to other restaurants and that might be one of the reason why some
businesses would close. Customers look for place where they can relax and
escape the stressful life. Mostly, people are looking for a great offers like free
Wi-Fi, air-conditioned, instagramable place, and many more. Basically, they
want a place where they can chill and have some time with friends or families.
All we can suggest is, FilFame food restaurant is the perfect place to go.

B. Market Trends
In today’s generation, people wants to taste foods that are something
new in their taste. Millennials and adults are very conscious with the foods
they eat everyday whether in fast food chain or restaurant. Through this idea,
the owners of this restaurant think of something that would satisfy the needs
and wants of the food lovers. They come up with a good products which are
the specialized foods, desserts and delicacies that are proudly made by
Filipino chefs. Different foods that will remove the stress of anyone who will
taste the fantastic Filipino foods. Services and entertainment that will bring
joy to the customers while they are enjoying their food. Moreover, this
restaurant wants to share the traditional food for the next generation and
allow others to taste Filipino dishes and for the people in our country to
always preserved our culture.

V. MARKETING OBJECTIVES
The primary objective of FilFame restaurant is to promote the foods of
the Philippines. Specifically, the following mentioned below are the marketing
objectives of this food restaurant that best describe the quality of service and
food being served.
1. To introduce the Filipino dishes to other people who wants to discover the
foods of our country.
2. To maintain the growth of our country when it comes in traditional foods.
3. To be one of the famous-serving Filipino food restaurant all over the world.
4. To serve a fresh and healthy foods to the customers by using organic
ingredients in cooking dishes.
5. To cater good services and satisfaction to the valued and loyal customers.
6. To offer affordable products with delicious taste.
7. To serve the customers wholeheartedly and providing their needs and
wants.
8. To achieve a high gross profit in order to add some innovations and
improvements of products as well as the place.
9. To help the culture and tradition of the Filipino people in bringing
enrichment where the places of products came from.
 VI. MARKETING STRATEGIES

A. Product/Market Strategy
1. Target Market
Some people do not need fancy restaurants to taste good foods.
They just need to find the best Filipino food restaurant where they
would forget their names after tasting our foods and their hungry
stomachs would be full. The target market of FilFame restaurant are
the people who are eager to eat authentic foods that can only be found
in this food restaurant. Also, the people who wants to have fun, joy and
spend their quality time with their loved ones are welcomed here. Our
FilFame restaurant is located in the province wherein lots of houses
and establishments were built. It is also near the companies and other
businesses, and this is one of the advantages which they can just walk
along. This is the best location for it is just in front of the highway and
it can be easily seen by our eyes. This restaurant also caters different
celebrations and occasions. Students, friends, families, employees,
tourists, whoever you are, as long as we can give your satisfaction in
foods, you can come in our restaurant anytime you want.

2. Brand Positioning
A brand is very important aspect in business world, it creates a
positive and unique image from the other businesses. Branding involves
the brand name, logo, tagline and positioning of the products itself.
With the presence of these features, the business will become easy to
recognize by the customers because it will etch in their mind the name
“FilFame Restaurant” with the tagline of “Taste the proudly authentic
foods of the Philippines”. When it comes in business talks, this food
restaurant is very much updated with the trends and can adapt world
 changes not only in the Philippines but also in the whole world. It is
maintained and reinforced from the day it was built. According to the
owners, brand positioning is not just about the physical looks of the
business but the words that are left in customer’s mind and they would
remember how they are valued by the restaurant.

B. Pricing Strategy
Filipino foods are seemed to have an affordable price and yes, that’s
true! The foods in FilFame restaurant are budget friendly, with just Php
500.00, you can taste the best seller foods. The foods are available from
breakfast to dinner. The prices of food depends on the product ingredients of
a certain dish and according to the economic situation such as inflation.
Prices of foods differ based on the customer’s order. For example, pigar-pigar
is the expensive one because beef meat is costly. But the rest foods are very
suited with your budget. While on the other side, desserts are the most
affordable products in this restaurant especially the buko juice which is
freshly picked from the coconut trees at the backyard of the restaurant and
no additives added. During weekends, there is a free taste fresh buko juice
from 11:00pm-1:00pm especially summer season is coming, it will satisfy our
thirst. For family dine in order, there are 4 dishes and 3 desserts served for
just only Php1,000.00. This restaurant apply the going rate pricing strategy
which do not bring any harm with other businesses but to go with the flow of
serving customers.

C. Distribution Strategy
Time and convenience is very important to the customers. The
distribution of FilFame restaurant’s products has different strategies. There
are many ways to get the orders of the customers from the restaurant. First,
one way is the actual visit or go to the location of the restaurant itself since
it is open from 8:00am – 10:00pm. Second, it offers free deliveries from the
places 2kms away from the original branch. We have also specialized vehicles
in delivering the foods in order to maintain the good temperature of foods.
Lastly, during holidays, we sell our best selling products in food courts in
malls so that people might engaged by our products and visit our branch.
Making our customers feel special and prioritize improves our relationships
with the people who visit the restaurant and ensuring them that they would
not regret their choice.

D. Advertising
 Commercial Advertising – the business owners will invite a commercial
artists specifically group of family or friends to act a scenario in FilFame
restaurant about enjoying a happy meal with each other and then later
on, it will flash on TV commercial.
 Advertising in Malls – different staffs of the restaurant will go personally
in malls and give some flyers and brochures to those people who are
interested to visit the Filipino food restaurant.
 Website Advertising – FilFame restaurant has its own website which
includes the featured food dishes available. A summary of information
about the business, menu and activities are also included. There are
also wonderful written blogs about the experiences of loyal customers
with foods and services that were served to them.
 Online Advertising – it is the most visible advertising of FilFame
restaurant in everyday routine, they upload the highlights of the day
happened in the restaurant. They use their connections through
Facebook, Instagram, Pinterest, and Twitter to advertise their product
to the social media. This restaurant has a page on Facebook wherein
customers will rate their experience in this type of food restaurant by
the using stars.
 VII. MARKETING BUDGETING

Budget Categories Amount

Expenses
Advertising Php 900,000
Utilities Php 1,500,000
Salaries Php 1,800,000
Supplies and Appliances Php 2,300,000
Food supplies and ingredients Php 4,000,000
Furniture and fixtures Php 2,500,000
Equipment Php 2,500,000
Supports
Events and Sponsorships Php 2,000,000
Sales Php 3,000,000
Branding Php 500,000
Customer Service Php 1,500,000
Corporate Program Php 700,000
Creative Services and Agency Fees Php 1,000,000
Production Content Php 2,000,000
Memberships and Associations Php 4,800,000
Other Marketing Services and Php 2,000,000
Expenditures
Total Php 33,000,000