Chapter I: INTRODUCTION
This paper deals about the feasibility study of setting up a restaurant in Serendra. Serendra is one of the prime residential projects of Ayala Land, Inc. It is located between 11th Avenue and McKinley Parkway, Bonifacio Global City, Makati City Serendra is a 12-hectare garden community with European architecture style derived from Tegel Harbor and Germany Berliner Strasse master plans combined with the stone style house or "bahay na bato" architecture of the Philippines. Serendra provides a gracious suburban lifestyle within the conveniences of the city. From Nicaraguan Jasmine trees, flowering trellises filled with thunbergia, swaying bamboo clusters to ponds filled with koi, Serendra provides a unique garden environment that provides the spirit with an overwhelming sense of calm. And within this private enclave, residents are able to enjoy exclusive amenities such as a dedicated spa, underground badminton, and basketball courts, multiple swimming pools, gyms, and many others. Hotel industry is one of the essential industries. This industry serves the different customer in different aspects like taste, preference, price, quality etc. Apart from hotels, restaurants are the highly targeted places in Serendra. In this fast moving world, people do not have time to cook their own food and take it to their work place and even get ready with their breakfast. So, restaurants with different traditions of the south as well as north are started in and around Serendra. The United States is a rich and varied blend of peoples, religions, and cultures, and this diversity is reflected in its cuisine. Succeeding waves of immigrants, including those arriving on the United States' shores today, have brought new culinary traditions and adapted them to the ingredients, kitchens, and customs they found in their new homeland — ever expanding what is called "American food." Since our country is visited by different tourist all over the world. American dining will be the best choice for them to spend their every meal with. American cuisine is a combination of all cultures around the world and like English it is per se called universal food. In addition, America has a method of serving hotel or restaurant food, in which portions of food are placed on plates in kitchen (except for bread and butter and salads which are served on the table) by the establishment's employees and served to each guest by a waiter or waitress.
The proposed study seeks to decide the feasibility of opening a quick-service American inspired Restaurant. The following discussion will provide the reader with an understanding of the background of the study, the purpose of this study, reasons why this topic was important and methods selected for data collection and analysis.
Statement of Problem
The purpose of the study is to determine the feasibility of opening a fast food restaurant in Serendra, Makati City, Philippines. Data will be collected through observational research method and through a survey distributed to potential customers in Makati, Philippines. Research Objectives
The following questions will be answered after the completion of the research: 1) What area can be identified as the market area of the proposed restaurant? 2) What is the customer profile of the market area of the restaurant, such as population size, consumer spending patterns and average household income, etc? 3) Who are the competitors of the proposed restaurant and how are they doing? 4) Which of the chosen locations is the most desirable one based on restaurant site selection guidelines? 5) Will the proposed restaurant be able to gain profit with the proposed pricing, operation hours, the estimated restaurant turn over rate, and estimated controllable and uncontrollable expenses?
Assumptions of the Study
In view of the successful entry of American Inspired Restaurant into Serendra, established popularity of American Food in...
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