Marketability: Fast Food Restaurant and Greenwich Sta

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EVALUATING THE MARKETABILITY OF
GREENWICH STA. CRUZ LAGUNA

A Thesis Proposal
Presented to
the Faculty of Hotel and Restaurant Management Department
Union College
Sta. Cruz, Laguna

In Partial Fulfillment
of the Requirements for the Degree
Bachelor of Science in
Hotel and Restaurant Management

October 2013
CHAPTER I
INTRODUCTION

Background of the Study

A fast food restaurant, also known as a quick service restaurant (QSR) within the industry itself, is a specific type of restaurant characterized both by its fast food cuisine and by minimal table service. Food served in fast food restaurants typically caters to a "meat-sweet diet" and is offered from a limited menu; is cooked in bulk in advance and kept hot; is finished and packaged to order; and is usually available ready to take away, though seating may be provided. Fast food restaurants are usually part of a restaurant chain or franchise operation, which provisions standardized ingredients and/or partially prepared foods and supplies to each restaurant through controlled supply channels. The term "fast food" was recognized in a dictionary by Merriam–Webster in 1951.

Arguably the first fast food restaurants originated in the United States with A&W in 1916 and White Castle in 1921.Variations on the fast food restaurant concept include fast casual restaurants and catering trucks. Fast casual restaurants have higher sit-in ratios, and customers can sit and have their orders brought to them. Catering trucks often park just outside worksites and are popular with factory workers.

Greenwich started as an over-the-counter pizza store in the Greenhills Commercial Center in Metro Manila in 1971. In 1994, Jollibee Foods Corporation obtained a deal acquiring 80% of Greenwich shareholding. Then in 2006 Jollibee Foods Corp. bought out the remaining shares of its partners in Greenwich Pizza Corp., equivalent to a 20% stake, for P384 million in cash. The new company was called Greenwich Pizza Corporation, and the franchise experienced rapid expansion. From 50 stores in 1994, as of 2005 there are over 240 stores and an annual revenue of over P4 billion.As of 2011 there are over 330 stores.

Statement of the Problem

1. What is the socio-demographic profile of the respondentS. a. Age
b. Gender
c. Course
d. Year Level
e. Town

2. How is the marketability of Greenwich Sta.Cruz, Laguna affects by the following students of Union College, School of Education (SED) and School of Arts & Sciences (SAS) Department in terms of the following variables. f. Product

g. Services
h. Price
i. Place / Location
j. Promotional strategies

3. Is there a significant relation between the socio-demographic profile of the students of Union College,School of Education (SED) and School of Arts & Sciences (SAS) Department and Marketability of Greenwich Sta.Cruz, Laguna.

Significance of the Study

The study makes possible a thorough understanding of the factors that contributed to the present marketability of the Greenwich Sta. Cruz, Laguna. It must also be notes that the researchers’ goal was to learn ideas that could be shared to the future proponents.

This study would be useful to the following:

1. Fast Food Chain – who may use this as an extensive guide in maintaining a good status of their establishment.

2. Fast Food ChainManagers – who may use this as a guide in managing the establishment and for them to know what factor could be beneficial to their management.

3. HRM Students may impart ideas to fellow students and disseminate information’s to fellow graduates.

4. Greenwich Sta. Cruz, Laguna, may also submit possible recommendations for the enhancement of product or services.

5. Other researchers would serve as basis for future thesis, PFS, and Case Study.

Objectives of the Study

The general objective of the study is to know the factors...
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