AIR PINNACLE GOURMET

Eat like you’re from anywhere else in the world

 I. BACKGROUND OF THE STUDY

A. History

In this millennial generation, individuals strive hard to be with the trend.

From what they wear, where they went, and from what they eat, people seek for
new things that will feed their vanity and wants, especially to those people who
are born with silver spoon in their mouth or the rich kinds. Overachiever workers
earn money to get their goals done and to fodder the needs of their body, like
food.

Food is essential to humans, and in this generation, millennial demands

food that is different from every person’s eye. Unlike before, even rich people are
not meticulous when it comes to food, but now, almost every millennial suggests
food that will be different from what they expect. That is why many food scheme
based restaurants, and food park were built to satisfy the crave of their tongue
and the desire of their stomach with food that is something new to everybody’s
discernment.

Millennial people are adventurous, and that is the very reason why we
come up with this idea, which is brilliant in some other ways. Because nowadays
people possess trends from the other country when it comes to music, clothes,
and especially when it comes to food. Some people travel for food and some
people find different kinds of food from different kind of countries and with this
kind of restaurant; we bring every country closer to you with the taste of their
finest cuisine delicacies.

B. Concept of The Business

 This high-end restaurant will cater foods from different culture and
delicacies of countries from all over the world. This restaurant has been known for
its high-class facilities and modern detailed interior design, that is why it is high-
class restaurant since the beginning.

The Air Pinnacle Gourmet is an airplane-inspired restaurant that serves

different types of food to satisfy every customer, from heavy meal, pasta, dessert,
etc. This restaurant will serve as a new ‘tambayan’ for those who want to travel
and explore the world.

LOCALE: This Gourmet will be located in Mandaluyong City near Megamall and
Shangri la mall and hotel. We picked this location because there are many
workaholics in this place and this gourmet will serve as a place for them to be
relaxed. In addition, we chose this place because this restaurant will receive the
customers that have the interest of trying something new from Shangri la Mall
and Megamall.

The blue box with cross in it will be the place where AP Gourmet will be located.
As you can see, AP Gourmet is beside the highway, it is for the customers to see
the restaurant effortlessly.
 C. Mission and Vision

MISSION

Our mission is to make customers feel like they are in the other country; hence,
they are in the Philippines, which is our country. We all want to taste different kind
of foods from different kind of countries, and it will take so much money if you will
travel just to taste their delicacies. That is why our mission is to serve you foods
that will let you feel like you’re from the other country without spending so much
money.

VISION

Air Pinnacle Gourmet envisions every customer to wander without traveling, and
to eat without wandering, to different republic by the use of sustenance. The
company envisages a phenomenal and incomparable high-class restaurant. We
strive to earn our customers’ interest through continuous development driven by
cooperation and innovation of Air Pinnacle Gourmet.

D. Key Point to Success

Determination - We, Air Pinnacle Gourmet are very determined that we are able
to cater the desire of foods of our customers that came from different culture.
We are determined to serve anyone with our high end and world class standard
facilities, services and foods that will remain forever in our customers heart.

Optimists - Air pinnacle gourmet are very optimists in every aspects of this career
where we always think positive whatever may happen and that is the secret to
our success.

Acceptance - We wholeheartedly accept any feedbacks and comments even

though it is a good or a bad one, and that is the reason why we are in the high
peak to our success because we know what will make us better because we
know what acceptance really is.

Opportunity Seeker - We are very adventurous that why we came up with this
concept of emerging food and travel, and adventurous are really opporunity
seeker. That’s why we have wide range of choices and services that we offer to
our dear customers and that will give us more opportunity that is leading us to
success

II. MARKETING PLAN

A. Objectives and Issues

Objectives

1. To meet our goals, we will hire people who are fit in the position and
those who are willing to give their best services. To be on top form they
should have great; attitude, moral, and skills.
2. To gain interest, not just here in the Philippines, but also from the other
country, this will be the foundation of making branches and to be
known.
 3. To be unique from any other high class restaurant.
4. To satisfy customers, not just to be a popular high-class restaurant.

Issues

 When is the perfect time to advertise and branch this out?

 What kind of customers will be targeted?
 How to establish a well-regarded brand name to become
memorable?
 What will be the tactics and strategies to attain and attract
impending customers?
 What will be the competitors?

B. Situational Analysis
1. Market Analysis

Sales

Foreigner Employed Students

A. Employed
 Since this restaurant is located near megamall, Shangri la, condos, and
hotels, our target are those who live on the said areas. It is because the
people who lived there are those people who usually works too much
or the unemployed ones, and those people have the money to spend
with in this high class restaurant. This restaurant will be the bridge for
their unspent money, their place to be relaxed, and their place to
pleasure themselves for working too hard.
B. Foreign (Employed/Unemployed)
Foreigners currently living in the Philippines or a tourist that is visiting our
country for a small period of time has the second most numbers of
visitors here in Air Pinnacle Gourmet, it is because they are longing for
foods that are not usual in the Philippines. Also, foreign people that
came from different provinces will have curiosity and will travel for them
to taste different foods from different countries.
C. Students
So what do we expect in a school near high class hotels, condos, and
malls? Simply, we expect an expensive school with rich students that
has the guts to come in our high end restaurant. With their stressful days
in their school, we offer a food that will help lessen their stress or much
worse, forget them.

2. Competitive Analysis
A. Brotzeit
A casual dining in Ortigas that serves food imported from Germany like
wine, cocktails, steak, and etc. Since this restaurant serves imported
foods, this might be our competitor in serving cocktails and drinks.
B. Green Pastures
A casual dining restaurant that serves European and American salad.
This high end restaurant serves organic foods with a theme of farm
 house interior. This will be our competitor in terms of serving organic
foods and the ambiance of the restaurant.
C. Corazon
Corazon is located in Mandaluyong, Ortigas that serves Filipino cuisine,
and elevated traditional Filipino-Spanish dishes. Since we serve a food
comes from the Philippines, which is our country, this will be a
competitor for the food that will be served in our high-end restaurant.

3. SWOT Analysis
A. Internal Analysis
Strength
- High end restaurant with High quality services
- Full innovation, and out of the box ideas
- Exclusive high quality equipment
- Foods that will never be disliked
- Different foods that they can try as long they are living.
- We are offering classic food from different countries that they can
taste exclusively in this high end restaurant.

Weaknesses
- This serves as our first business, and we are new in the industry that
can cause a slight problem when it comes to management.
- Insufficient monetary resources.

B. External Analysis
Opportunities
- Curiosity
- Social media successful advertisement
- Appropriate location of the business
 Threats
- Environment
- Disastrous events
- Competitors from different high class restaurant
- Foods that are served from restaurant near the location of our
restaurant.

C. Marketing Research
OBJECTIVES
a. To distinguish the suggestions and wants of every customer.
b. To know the cravings of the possible customers.
c. To know their thoughts that will help the restaurant be successful
d. To gain their perspectives
e. To discover the feedbacks and responses

A. Marketing Strategy

1. Advertising Strategy
a. Social Media, almost half of the population have accounts on
social Medias, and this is the best way to advertise our business
without using too much money like TV commercials. Millennials
are our main target and their time was always exerted in
gadgets, which is why this advertisement strategy will help the
business be popular or to be with the trend to trigger the curiosity
of the mass.
b. Brochure is the common way in advertising a business, we will use
brochure with mouthwatering photos of our foods and food
promos that will attract them to come in into our restaurant.
 c. Bloggers, they have the best skills in persuading people. Bloggers
of Air Pinnacle Gourmet will have a special treatment in the
restaurant with free food for them to advertise the food in our
business by making people watch their vlogs(Video Blogs) that
will help people see how delightful and delicious the foods here
in Air Pinnacle Gourmet.

2. Market Strategy
a. Location – location has a big contribution in making the company
successful, which is why we will choose a destination where
workaholic rich people who needs leisure are near. They are the
main target of this restaurant or the “employed” ones. That is why we
will locate the restaurant near Shangri La and Megamall.
b. Environment – the environment of the restaurant is very important
especially to those people who love to take pictures. The
environment of the restaurant will be similar to private plane food
services that will let them feel like they are wandering.
c. Wi-Fi Zone – The restaurant will have Wi-Fi so that the customers will
enjoy eating while using their phones. So it is possible for the
businessman to use this place as a meeting place.

3. Pricing Strategy
Since this restaurant is high-class, the prices of the foods will be
expensive, but some foods were not for unemployed to enjoy the
place without using too much money.
Increasing the cost of foods will make customers curious and when
the time comes, we will lower the price to normal to make people
think that there will be a promo.
 We will have a passport-inspired card that will give them promos if it
will be stamped.

III. OPERATION PLAN

A. Equipment
EQUIPMENT
EQUIPMENT PRICE PICTURE
Tefal Prima Cookware and P 40,000.00
Utensils SET

Luminarc Arc International P 15,000.00

Drinking Glass and Shot Glass SET

Ice Cream Machine P 9,000.00

Cone Holder P 2,000.00

Ice Cream Freezer P 8,000.00

Pasta Utensils SET P 3,000.00

Bartender Utensils SET P 15,000.00

*Including Glasses and Wine
Holders

Napkin Cloth SET P 2,500.00

Coffee Glass and Utensils SET P 12,000.00

Pastry Shelves P 5,000.00

Pastry Tools and Equipment SET P 35,000.00
*Including Microwave, Oven,
etc.

Plates and Serving Utensils SET P 15,000.00

B. Furniture and Fixtures

Airplane Wing Table P 20,000.00

Arm Tray Table P 15,000.00

Wing Conference P 25,000.00

Table
Airplane Wing Desk P 30,000.00
with SET of Chairs

Business Class Airline P 80,000.00

Seats (x4)

Lighting Installation P 250,000.00

Fog Machine P 3,000.00

Bar Full SET P 320,000.00

Turbine Coffee Table P 32,000.00

LED Windows (Make P 20,000.00

them see the world
with their chosen
destination that will
be picked in the
touch LED screen)
 C. Facility Management Plan
1. Operation Process
 Find and hire employees with pleasant personality, great values and
attitude for customers to feel accessible.
 Train employees and make them distinguish the proper way of serving
people.
 Inform them the internal information of the business like company plans,
growth plans, etc., so that they will be aware and they will use that to
improve their services.
 Make the employee service outstanding so that people will be satisfied
and make them come back.
2. Maintenance Process
DAILY MONITORING
 Monitor employees’ appearance and health before the restaurant
will be opened.
 Inspection of the equipment before using it
 Scrutinizing the stocks and foods.
 Look over of inventory will be implemented every day.

WEEKLY MONITRONG

 Equipment will be monitored every week to make sure that the

materials needed for cooking is ready for use.
 Checking of the equipment for possible repairs

Checklist:

 Sanitation, cleanliness, orderliness of the restaurant

 Checking the utilities and the facilities of the restaurant for possible plagues
and repairs
 Checking all the equipment if they are ready for utilization
 Things needed
 3. Menu List

Air Pinnacle Gourmet serves different kinds of foods depend on popular

countries in seven continents. The seven continents and popular countries that
will be available in the menu lists are:
4. Supplier Information
- Frozen Seafood and Meat Supplier
Company Name: EcoSciFood
Address: Ground Floor, V & F Ice Plant & Cold Storage, Sumulong
Highway, Barangay Mambugan, 1870, Antipolo, Rizal
Phone Number: 0917 583 0115
- Pasta Supplier
Company Name: Ideal Macaroni and Spaghetti Factory, Inc.
Address: 33, San Agustin Street, Malabon, 1470 Metro Manila
Phone Number: (02) 282 3333
- Rice Supplier
Company Name: Royalty D Rice Dealer
Address: Maharlika Highway, Cabanatuan City, 3100 Nueva Ecija
Phone Number: (044) 463 4570
- Dessert Supplier
Company Name: Frostville
Address: 44 F Santiago St, Santa Maria, 3022 Bulacan
Phone Number: (02) 374 2165
- Beverages Supplier
Company Name: Ab Food & Beverages Philippines Incorporated
Address: 312 4th Ave, Taguig, 1434 Metro Manila
Phone Number: (02) 841 7000
- Alcohol Drinks Supplier
Company Name: Global Beer Exchange, Inc.
Address: 4560 A.p. Reyes Ave, Makati, 1204 Metro Manila
Phone Number: (02) 895 6173
- Ingredients Supplier
Company Name: Eac Industrial Ingredients, Inc.
Address: 170 Salcedo, Legazpi Village, Makati, Kalakhang Maynila
Phone Number: (02) 812 9385
5. Business Location and Map

FIRST LOOK INSIDE THE AIR PINNACLE GOURMET

IV. ORGANIZATIONAL PLAN
A. Code of Conduct
Considerate – We depend on each other to give and have the best work
within us as a company. The decision of one will affect the clients and
colleagues, and we should take the consequences when making
decisions.
Honesty – Honesty is very important conduct that an Air Pinnacle Gourmet
employee should have. This is to gain trust and to be reliable for the
customers.
Unity – To achieve the goal of the business and for it to become successful,
we should work as one and have a cooperation in order to reach the
goals and objectives.
Perseverance – APG employees should dedicate their lives in serving
customers and have the perseverance to achieve the objectives and
goals of the company.
Respectful – Everyone should respect everyone, disagreement is no excuse
for disrespectful behavior. We may experience hard times and frustration
from time to time, but we should be respectful to one another.
B. Organizational Structure

OWNER

BOOKKEEPER
GENERAL
MANAGER

ASST. MANAGER ASST. MANAGER KITCHEN

MANAGER

POSITION STAFF POSITION STAFF POSITION STAFF

- Servers - Cashier - Line Cooks

- Hosts - Bartenders - Prep
- Bussers - Dishwasher
- Pantry

C. Job Description

Position Function
General Manager Accounting, Budgeting,
Human Resource
Secretary Maintaining effective
records and administration.
Operational Manager Managing both raw
materials and personnel.
Administration Manager Supervise daily support
operations of our company
Marketing Manager Marketing Management,
Advertising
Cashier Assisting, Cashier
Financial Manager Management of Cash,
Financial Control
A. Business Schedule
Time Date
11:00AM-11:00PM Monday-Sunday

Position Time Rate/Hour

Manager 10:00AM-11:30PM P 160.00
Cooks 11:00AM-10:30PM P 150.00
Cashier 11:00AM-10:30PM P 80.00

Position Time Rate/Hour

Servers 11:00AM-11:00PM P 50.00
Bussers 11:00AM-11:30PM P 50.00
Dishwasher 10:30AM-11:00AM P 35.00
Bartenders 3:00PM-11:00PM P 100.00
 V. FINANCIAL FORECASTING
A. Projected Start-Up Expenses

Renovation Expenses 4 Toilet Bowls P 18,000.00

4 Wall Mirrors P 2,000.00
4 Lavoratories P 6,000.00
P 26,000.00

Equipment Tefal Prima Cookware and Utensils SET P 40,000

Luminarc Arc International Drinking
Glass and Shot Glass SET P 15,000.00
Ice Cream Machine P 9,000.00
Cone Holder P 2,000.00
Ice Cream Freezer P 8,000.00
Pasta Utensils SET P 3,000.00
Bartender Utensils SET P 15,000.00
Napkin Cloth SET P 2,500.00
Coffee Glass and Utensils SET P 12,000.00
Pastry Shelves P 5,000.00
Pastry Tools and Equipment SET P 35,000.00
Plates and Serving Utensils SET P 15,000.00
P 161,500.00

Furniture and Airplane Wing Table P 20,000.00

Fixture Arm Tray Table P 15,000.00
Wing Conference Table P 25,000.00
Airplane Wing Desk with SET of Chairs P 30,000.00
Business Class Airline Seats (x4) P 80,000.00
Lighting Installation P 250,000.00
Fog Machine P 3,000.00
Bar Full SET P 320,000.00
Turbine Coffee Table P 32,000.00
LED Windows P 20,000.00
P 795,000.00

Marketing Expense Advertisement P 40,000.00

Market Research P 3,500.00
P 43,500.00

Land and Building Land P 8,000,000.00

Expense Building and Labor P 4,000,000.00
P 12,000,000.00

Other Expenses Ingredients P 380,000.00

P 380,000.00
Renovation Expenses P 26,000.00
Equipment P 161,500.00
Furniture and Fixture P 795,000.00
Marketing Expense P 43,500.00
Land and Building Expense P 12,000,000.00
Other Expenses P 380,000.00
Total Projected Expense P 13,406,000.00