Melanie M.

Eugenio
 Snap Shot
We often equate an audit to “taking a look
under the hood,” examining each moving
part of your restaurant in an effort to
identify what’s working and what’s not. By
performing an objective assessment of a
concept, We can discover potential
efficiencies, cost savings and improvements
in the back of house, front of house and
management procedures.

We always begin by thoroughly reviewing

all operational materials, training
documents and recipe books prior to
visiting the physical restaurant space.
Armed with an understanding of any
outlined systems and processes, from pre-
opening to pre-closing, to experience all
day parts , in addition to pre-preparation,
shift change and end-of-day systems. We
need to compare any written standards to
reality, noting variances as well as
bringing to light any gaps in operational
systems and processes.
 OBJECTIVES
• At its conclusion, you’ll walk away with a
comprehensive set of recommendations that will
improve operational excellence, food handling,
product quality and guest satisfaction, boosting
both top-line sales and bottom-line profits.

• Toestablish a presence in the local fast food outlets

and gain a market share in Manila fast food
industry.

• To review menus and pricing strategies

• Tomake adestination spot in high traffic

areas

• Toestablish ajoint venture to friends & families.

• Toenrich the lives of the Filipino families by

providing them ameans to a secure and stable
future.

• Toexpand into anumber of outlets by yearone,

and sell the franchise to neighboring
metropolitan cities.
 MISSION
• Alllegra’s Kitchen will strive to be the premier
local smart fast casual food brand in the
local marketplace.

• We want our customers to have the total

experience when visiting our outlet(s) and
website asthey will learn about this
fascinating new "pop culture."

• Our main focus will be serving high-quality

food at a great value.

• Build a community atmosphere with

streamlined service.

• Source & promote the bestlocal

ingredients
 KEYSTOSUCCESS
To succeed in this businesswemust:

• Create a unique, innovative, entertaining menu that will

differentiate us from the rest ofthe competition.

• Control costs at all times, inall areas and implement a

conservative approach to growth policy.

• Sell the products that are of the highest quality, aswell as

keeping the customers happy with all of our product categories
from food tostore merchandising.

• Review menu cost, pricing & suppliers

• Provide 100% satisfaction to our customers and

maintaining the level of excellent services amongother
competitors.

•Encourage the two most important values in food

business:
brand and image, asthese two ingredients is a couple of main
drivers in marketing communications.

• Get accessto high-traffic areas near the target market.

• Promote good values of company culture and

Business philosophy.

And the most important ingredient our people.

WhatisAllegra’sKitchen
According to Social Media Resource
Pueblo De Oro
Allegra’s Kitchen is a local fast food joint
inspired by Western diners, a project of
Dr. Gerry Malvar. The food joint has
branches all over the province of Laguna
and Batangas; a sure sign that the
restaurant’s flavors won the crowd.
Allegra’s Kitchen’s menu includes beef
burgers, fire-grilled steaks, rice meals,
pasta, and other comfort food. The group
meals and a la carte options make it a go-
to haven for families. Batangueños come
to visit the restaurant to enjoy the best
burgers in town. Each serving comes with
a handful of fried potatoes called Skin-on
Fries.
Let us review
Our
DNA
And what is
Our
Purple Cow
For Schedule
ReviewApril24, 2018
 Audit Findings

Comparative Monthly Sales

LIPA Y18 Vs Y17
2018 2017 Difference

Jan 585,013.50 925,062.70 340,049.20

Feb 575,261.30 938790.5 363,529.20
March 602,871.20 929797.6 326,926.40

3,000,000.00

2,500,000.00

2,000,000.00
March
1,500,000.00 Feb
Jan
1,000,000.00

500,000.00

0.00
2018 2017 Difference

Average Check Php 296-323

Top 10 Products
Carbonara
Ribs Single
AK Chicken
Adobo Flakes
Bacon Cheese Burger
Breaded Pork Chop
Half Ribs
Ak Cheeseburger

Slow Moving
Seafoods
Tuna, Marlin
Back Ribs
Pasta

Drinks
Freak Shakes
Alcohol Drinks
 Customer Feedback

(Based from Comments of

Guests)

1. Higher price
2. No identity
3. Consistency of Food
4. So many Foods in the menu
QSCS Audit
Food Handling/Preparation Practices

1. Hand Sanitation Practices

2. Food should not be allowed to be overly exposed in
the Temperature Danger Zone example Mayonnaise
etc
3. No sanitized wiping cloths for cleaning working tables
4. There is unnecessary objects found in the working
area
5. Hair restraints/Hair nets should be properly worn
6. Uniforms and under clothing are clean and worn in
permitted areas
7. Gloves should be worn

Building & Facilities

1. Walls and ceilings should be visibly clean
2. There are flakes, cracks & chips on painted
Surfaces which may contaminate the food
3. Ceilings have openings
4. There is evidence of accumulated water
5. Pipe under Kitchen Drainage is leaking (JO)
6. Storage shelves, cabinets needs organization and
cleaning
7. PVC of kitchen canal ( JO done)
8. Grouting of walls (Big Time)
9. Drains should have traps and proper cover of grills
Sanitary Facilities and Washers

1. Presence of German Roach ( Due to open

ceiling/grouting of walls of ceiling
2. Visibility of pests in the facility
3. Single service articles should be stored in appropriate
containers
4. Leaky Plumbing's
5. Garbage should be well contained

Food Equipment and Utensils

1. Temperature of Fryer is 180. Continuous heating.

Should be 350 to 375
2. Open area in the walls of fryolator
3. Cleaning of Exhaust (Big Time !!!!)
4. Follow up purchase requisition of utensils BOH
5. Ventilators and hoods should be clean
6. JO of stoves (yellow color) (BIG TIME!!!)

Production and Process Control

1. Packaging of delivery of goods from commissary to stores

should be reviewed
2. Finish products should be coded to provide information such
as batch number, place, date, time of cooking
3. Products that are transported or stored in chillers should be
handled in sanitary conditions
Cleaning & Sanitation Pest/Management &
Control

1. There is no documented cleaning & sanitation program

2. Effectiveness of cleaning procedures should be monitored
3. There should be regular inspection for pest activity
4. There should be a regular cleaning, maintenance &
monitoring of equipments & facilities ( Hiring of a super
Mario can take care of repair & maintenance)
5. Toxic cleaning compounds, sanitizing agents should be
separated from cooking area
6. Fire Tanks should be updated
7. Food and equipment should be 6”inches above the floor
8. Review SCHEMATIC of kitchen for new store opening

Suppliers Control
1. Review pricing of raw materials
2. There should be a cost controller for operations
3. There should be a documented control program in place
4. Where applicable, specification for each received raw
materials is received
5. Raw materials received are subject to inspection;
receiving reports are available

Receiving & Storage

1. All foods should be stored in clean and covered
containers
2. Freezers should be free from ice build up
3. Condensers fan guards should be kept clean
4. Items should be organized and labeled
5. Too many items in the chillers
6. Evidence of FIFO
7. The package integrity should be maintained throughout the storage
Period and assigned with product storage.
8. Storage areas should be appropriate, kept clean and maintained

Product Identification, Traceability & Recall

1. Product identification is recorded and monitored
2. Updated receiving report
3. Recalled products are segregated and labeled properly
4. Review Commissary policies & procedures

Operation
1. Shift Meeting Topics daily & posted
2. Schedules with Computation should be up by Saturday
3. Current Sales To-date/Hot Buttons/Month to date
4. Monthly Sales Rally
5. Marketing Calendar ( Mothers Day/Back to
School/Fathers Day June/ Catering/Delivery etc
6. Training Schedule
7. Sales Contest
8. No 86 items
9. Role play in shift meetings
10. Make it HAPPEN and make it Fun
11. Employee Cloak Theory- Remove all your problems
when you are in the store
12. Oyster Theory- Protect the guests from irritants
Example falling spoon and fork, oily utensils, rude
servers, rude managers etc….
13. Sales Incentives for those who will achieve 20% bottom
line
HR & Training
1. Service Charge When? SOONER OR LATER CAN BE A
DOLE concern
2. Training Matrix for FOH & BOH & Management should
should be up by May (3rd quarter)
3. Programs for training
4. HR should create a FUN ENVIRONMENT
5. Engagement program for new employees
6. OJTs to lessen labor cost
7. Hourly contract so that operations can play around
with productivity rate
 MARKETANALYSIS
SUMMARY
Consumer expenditures for fast food in the Philippines rose during the
end of the year of 2017 The increasing number of new establishments
such asfast food franchises, fancy restaurants and gourmet bakeries
around Manila has shown a significant growth in thissector.
A much broader appeal exists for weekend slots because those are the
days when most of our core target market enjoys the mall going
activities.
• Age - Youngsters, single, currently enrolled in collegeand
high school.
• Family unit - We will also appeal tofamilies (young
families) with children.
• Gender - We will target both sexes, Male & female
• Income - We will appeal to the medium income individuals
and to all in the lower medium income bracket.
MARKETANALYSIS
SUMMARY

 Young Professionals-LIFESTYLE

• Working in businessdistricts

• Employees who prefer working lunch

• Not good in cooking or no time to cook

• Health conscious – grilled burgers

• “Pa-arte” effect – gourmetburgers

• It is our goal to be the hip destination for fast food cravings

 MARKETANALYSIS
SUMMARY
Consumer expenditures for fast food in the Philippines rose during the
end of the year of 2017 The increasing number of new establishments
such asfast food franchises, fancy restaurants and gourmet bakeries
around Manila has shown a significant growth in thissector.
A much broader appeal exists for weekend slots because those are the
days when most of our core target market enjoys the mall going
activities.
• Age - Youngsters, single, currently enrolled in collegeand
high school.
• Family unit - We will also appeal tofamilies (young
families) with children.
• Gender - We will target both sexes, Male & female
• Income - We will appeal to the medium income individuals
and to all in the lower medium income bracket.
 THECOMPETITION

Chainedbrands continue to pose challenges to independents

Chained consumer foodservice brands are continuing to enjoy

dominance over independent outlets. This is mainly because these
brands have been present in consumer foodservice for a long period of
time and have established a good reputation among local customers.As
a result, most independent players, especially those located in Metro
Manila find it difficult to compete.

In 2017, independent players registered growth in terms of the numbers

of outlets, transactions volume and value sales compared to chained
brands. Although a number of Filipinos are becoming more susceptible to
new food concepts, they regard heritage, accessibility and price as
important factors when choosing where todine.

The burger industry continue to grow asdiners were looking for new
kind of players in theindustry.
 MARKETANALYSIS
SUMMARY
Consumer expenditures for fast food in the Philippines rose during the
end of the year of 2017 The increasing number of new establishments
such asfast food franchises, fancy restaurants and gourmet bakeries
around Manila has shown a significant growth in thissector.
A much broader appeal exists for weekend slots because those are the
days when most of our core target market enjoys the mall going
activities.
• Age - Youngsters, single, currently enrolled in collegeand
high school.
• Family unit - We will also appeal tofamilies (young
families) with children.
• Gender - We will target both sexes, Male & female
• Income - We will appeal to the medium income individuals
and to all in the lower medium income bracket.
 THETREND
Comprehensiveonline platforms for food ordering and table
reservation continue to increase

In order to better serve and attract more consumers, some brands are
launching websites or mobile applications, which allow consumers to
conveniently order food via their mobile phones or make table
reservations without having to personally call certain food
establishments. Since Filipinos are also becoming more dependent on
technology, particularly smartphones and tablets whenever they make
online transactions, the need to establish such platformshas become a
necessity among brands.

Consumerfoodservice anticipates improvements over

the forecastperiod

Consumer foodservice is expected to register significant improvements

over the forecast period. Fast food, full-service restaurants, other 100%
home delivery/takeaway and cafes/bars, particularly specialist coffee
shops, are predicted to continue to drive growth. This will be due to
Filipinos’ growing dependency on home delivery/takeaway due to hectic
lifestyles, fascination over new menus for fast food and full-service
restaurants, and increasing sophistication for coffee from specialist
coffee shops.
 DIRECT
COMPETITION:
GOURMETSPECIALTY
BURGERSTORES
8 Cuts
Army Navy
Brothers Burger
Wham Burgers
Johnny Rockets
Sango
Zarks
Burgergeek
Burgerpub
Sweet Ecstasy
INDIRECT:REGULAR
BURGERFASTFOOD
CHAINS

Jollibee
McDonald’s
Wendy’s
Burger King
Tropical Hut
KFC
Pizza Hut
Shakey’s

Alternatives: other chains

who do not primarily sellburgers
 DIRECT
COMPETITOR
LIPA
Php 298 Adult Php 166/Kid
PROMOTION RIBS
(Lipa)
Christine Php 245/200 grams
Plain Rice/Sauce/Corn/Atsara
Add Ice tea/cucumber drinks

Biggs Php 299/175 grams

Plain Rice/Atsara
Add php 16 pesos
Ice Tea/ Cucumber

Sizzling Plate Set for two Php 345

Single Php 179
Side dish /sauce /java rice
Pizza Hut
Pizza
P200 - P499
•
Yellow Cab Pizza Co.
Pizza
P200 - P499
•
Gerry's Grill
Filipino, Grill
P200 - P499
•
Greenwich
Pizza, Fast Food
P199 & Below

Go Nuts Donuts
Doughnut
P199 & Below
• Mang Inasal
Grill, Chicken
P199 & Below
•
Fiorgelato Cafe
Ice Cream & Yogurt
P200 - P499
 VARIABLES

• Accessibility – location
• Purchasing convenience
• Offers delivery or on-line ordering
• Price – value of money
• Brand – word of mouth
INDIRECT:REGULAR
BURGERFASTFOOD
CHAINS

Jollibee
McDonald’s
Wendy’s
Burger King
Tropical Hut

• Alternatives: other chains who do

not primarily sellburgers
INDIRECT:REGULAR
BURGERFASTFOOD
CHAINS
PRICEMATRIXVS
AGEMATRIX
INDIRECT:REGULAR
BURGERFASTFOOD
CHAINS
PRICEMATRIXVS
AGEMATRIX
INDIRECT:REGULAR
BURGERFASTFOOD
CHAINS
INDIRECT:REGULAR
BURGERFASTFOOD
CHAINS
•

STRENGTH
 Homegrown
 Chef driven menu
 Feedback mechanism
 Strong Back Office System
•

WEAKNESSES
 Price point
 Brand identity
 Cost Controler
 Marketing Campaign
Suppliers Review
Process Review
Employees Welfare
•

OPPORTUNITY
 Upward trend of purchasingpower
 Increasing number of health consciouspeople
 Emerging areas outside Metro Manila
 One-number delivery hotline
 Rapid growth of call centers and BPOs
 PROPOSITION
 Review our Financials/P&l & Cash Flow
 Review our Suppliers Cost
 Variety???
 Review our DNA
 Review our culture & Values
 Review our menu
 Review & examine shifts in burger, ribs and other food
consumption
 Discern purchase drivers and understand how quality,
flavor and health impact purchases
 Uncover attitudes regarding trends such as LETS DO
LUNCH, brunch burgers and globally-inspired burgers
 Re-create Freaking Shakes. Improve price of beverages
 Create Healthy affordable beverages
 Review our product mix
 Packaging To Go
 On Line Ordering
 Maximize Commissary by offering Retail
 Commissary to produce low cost products
 Products for take out
 Party Menu
 Delivery Program

 Review process & budget of store opening

 Tapthe emerging markets outside Metro Manila
 Createone-number delivery hotline
 Delivery service
 Labor & Productivity
 OJT Program to lessen Labor
 Training Fee for OJT
 Make training an income generator to
contribute to employees budget and welfare
Create training programs for
FOH/BOH/Management
Training Matrix
Passport Program
Create motivation of employees-they will
create business for us
Incentivize our Loyal customers
 Quality Focus Program
 Sync Meeting & Town Hall
 Succession Planning
 Culinary Programs to strengthen our
Back of the House
 Management programs to create owner
managers
 Manualise all process
 Make it Happen & Make it Fun
 WEARESOCIAL

PH now has
67 million
Internet
users, all
active on
social media
WEARESOCIAL
•

PRICINGSTRATEGY

Our pricing strategy is positioned as

"generic", meaning that Php 200 is the
average consumer spending in Manila.
Leveraging the volume of burger, steaks
chicken, fries, shakes, fries, Soda, and
signature style sauces to be sold.
•

SALESSTRATEGY
The sales strategy is to build and open
new locations in order to increase
revenue. As each individual location
will continue to build its local
customer base over the first three
years of operation, the goal of each
store is Php in annual
sales.
•

POSITIONING
STATEMENT
Our main focus in marketing will beto
increase customer awareness in the
surrounding community.

We will direct all of our tactics and

programs toward the goal of
explaining who we are and what we
are all about.

We will price our products fairly, keep

our standards high, and execute the
concept so that “word-of-mouth” will
be our main marketing force.
•

WEBPLANSUMMARY
The website will show visitors everything about food
culture, including the history of burger over time.
Tomake the website interactive, Allegra will offer gift
cards and promotions via the Internet, so our visitors can
print the promotional coupon in PDFformat and bring it
when they visit Allegra’’s Kitchen.

Visitors can also download Allegra’’s theme song as ring

tones, or order merchandise for delivery.

Besides the traditional formats of customer service hotline

and in-store form, customers can now write theircomments
and suggestions on our website, which will be directed to
one of our staff.

So,the website itself will act asthemedium between our

company and our audience.

In the future, our website will show information on

franchising/licensing our brandname.
•

WEBPLANMARKETING
STRATEGY
We will leverage the visibility of our store website by getting them
to include a link to ours.

 We will also post banners on an official Philippines tourism website.

 website will serve the following purposes:

 Educate prospects with an eye towards encouraging them totry

out the restaurant

 Inform customers about the upcoming events, menu, and key

information about coming to Food Fellas

 Prospects will be encouraged through the fun, colorful, playful

atmosphere of the website, which mirrors that of the actual
restaurant.Atrivia section of the website will include the same
questions printed on the diner's napkins, and more.

 Aphoto gallery will provide a visual tour of the restaurant to

demonstrate its decor and atmosphere aswell asactual customers in family
groups enjoying the restaurant and its theme nights. Music from the era will
play on the website for visitors with sound enabled on their computers.
•

WEBPLANMARKETING
STRATEGY

 The first-timer discount coupon and code will be

prominently displayed on the website's homepage to
encourage prospects to becomecustomers.

 Existing customers will be further encouraged to deepen

their relationship with Allegra’’s kitchen through
information on the upcoming theme nights, along with
the ability to forward that information directly from the
website to their friends.

 Sign-up for the Allegra’s Points and referralprograms will

be available directly through the websiteaswell.
•

DEVELOPMENT
REQUIREMENTS

Toadequately serve our audience, the front end

strategy of our website should be parallel with our
corporate color. The front end design of our website will
be entirely trusted to our MIS

The diversity offounders' background in our company

has enabled a cost efficient development in our
venture.

OurMIS is an expert in Information Technology, the

back end of our website will be developed by these
gentlemen.

New Store Opening manual will be created for

franchise and own store. Coach & New Store
Openers will be created to open our stores
•

MANAGEMENT
SUMMARY
The initial management team depends on the founders
themselves, with back-up. Aswe grow, we will takeon
additional help in certainkey areas.

Part of our basic philosophy will be able to run our executive

management asa "knowledge sharing" fellowship. Wewill
not add additional overhead until absolutely necessary. This
will mean that the initial staff support team will have to work
extra.

Bydoing this, we will keep our overhead aslow aspossible,

allowing us to adequately staff our outlets. This will also
allow us and future business partners to recoup investments
asquickly aspossible and enjoy a higher return.

At present time, Allegra’’s kitchen being owned by its

founders. Others that have helped on the development of
this business venture will be offered an opportunity to grow
together with the company at the appropriate time.
•

PERSONNELPLAN
We will do succession planning to
prepare our employees in handling
future stores. Homegrown employees
needs to be certified in accordance to
passport program. Hiring should be
% Homegrown & %Outside
( For Discussion)