Nature of the Study

Street food encompasses a wide variation of inexpensive cuisine from different stalls that

can be found nearly anywhere on streets. Street food shows assorted approaches in terms of

ingredients, the way they are prepared, and how they are being sold, by being transported through

wheels. In the Philippines, street food is a significant part of the tradition and ethnicity—not just

being an affordable and a beneficial food source to many. Influenced by other neighboring

countries like Japan, Korea, and China, the preparation of street food mainly involves grilling,

frying, as well as steaming. Given the geographical location, having fresh agriculture for preparing

street food is an advantage for Filipinos. The diversity in the ingredients and preparation of street

food resonates the culture that exists.

Though street food is known for its affordability, issues arise because of unsafe practices

such as improper storage of raw materials, unsuitable cleaning of cooking utensils as well as

unhygienic way of cooking. Street food stalls are usually located outdoors that are easily

accessible. They usually have economical facilities that can accommodate numerous customers.

In these type of setting, safe food hygiene is difficult to practice and maintain. “With the increasing

pace of globalization and tourism, the safety of street food has become one of the major concerns

of public health, and a focus for governments and scientists to raise public awareness,” the World

Health Organization urges.

There is an imminent need to have an affordable yet hygienic venue where one can enjoy

their meal without worrying about the way that it is being served. In line with this, the researchers

have thought of a way to induce creativeness in food service. With the emerging popularity of self-

service restaurants that is commercialized by East Asian culture, there is an opportunity for the
Philippines to create its own distinctiveness to the trend – a creation of a business that offers this

kind of innovative culinary platform with the nostalgic panlasang pinoy (Filipino taste).

In accordance to this matter, the researchers have come up with an idea to cater Filipinos’

cravings for street food. The Self Service Grille and Fry Street food located at Yubenco StarMall,

Barangay Tetuan, Zamboanga City. The target markets for the study are students ranging from 15-

25 years old. The researchers will ensure that students will not only enjoy their food but also will

have a satisfied experience in a contemporary setting. In totality, the proposal would set as an

avenue to enjoy street food that offers great sanitation as well as a place that endeavors proper

facilities and comfortability.

Background of the Study

The study aims to provide the customers a comfortable setting with a high quality and

hygienic food preparation and facility; as well as, establishing a new and unique experience for

street food consumers. Street foods are known because of its affordability and enchanting taste.

Selling street food have always been developing, aside from the fact that it offers easy access to

inexpensive food, it also provides opportunities for residents to earn. While this development is

positive in many ways, it also presents new public health challenges for the people. Safe food

hygiene is difficult to practice especially in street settings where the surroundings are of low

environmental and sanitary standards. The study wants to emphasize that aesthetics, appearances,

presentation of food, personal trust and interaction with customers are the most important

parameters for assessing food safety as well as meeting the customer’s needs and wants.
 The researchers decide to establish a restaurant that cater street food as the main dish in

ways that the taste and safety of the food will be assured. Considering factors such as methods of

preparation, presentation of food, quality of the products, sanitary procedures, aesthetics and best

service accommodation will be the key factors to attain customer’s trust and loyalty. Through

quality management, customer’s satisfaction will be achieved. People in all walks of life can now

have the perception that usual Filipino street foods that we encounter can also be safe and at the

same time will delight and will give satisfaction beyond expectations.

Another aspect of the proposed business is to allow the customers to cook the food for

themselves. This kind of business has already been emerging in Zamboanga City particularly the

Korean Barbeque Restaurants. The researchers want to create a similar experience while

promoting local cuisine, allowing the customers to grill and fry their own food. This could also

serve as a great form of tourism for the community.

Using the unique approach in catering street foods, the researchers see that the proposed

establishment can be an edge among other competitors with the same nature. These all lead to an

objective to offer an affordable but delicious and satisfying street foods and to change the

perception of people regarding safety and cleanliness of street foods.

Significance of the Study

This section will provide a brief description of the various significance of the study. This study

will help determine the feasibility and the viability of the study. This study will also determine if

the study is economically justifiable and worth the investment.

Significance of the Study to customers:

a. To provide access to clean street food.

 b. To promote the notion that not all street food are dirty.

c. To provide customers with new experience.

Significance of the Study to researchers:

a. To enable researchers assess the new concepts and ideas brought about by the study.

b. To enable researchers develop their skills which they may use in their field of

profession.

Significance of the study to the government

a. To promote local cuisine and enhance tourism locally

Objective of the study

The primary objective of this study is to determine the feasibility and viability of establishing a
self-service grille and fry streetfood restaurant at Yubenco StarMall, Barangay Tetuan,
Zamboangan City, by analyzing the marketing, management, technical, financial and socio-
economic aspects of this type of business. The specific objectives of the aforementioned functional
aspects are as follows:

Marketing Aspect

a. To be able to determined and quantify demand and supply for the proposed
establishment.
b. To be able to formulate a marketing plan and strategies to maximize profitability and
penetration.

Management Aspect

a. To create organization hierarchy of the proposed business and identify human resource
and management needs.
 b. To create policies that will be implemented in the business.

Technical Aspect

a. To be able to determine the investment needs of the proposed business.

b. To design the process on which the operations are to be conducted.

Financial Aspect

a. To be able to generate realistic financial projections based on existing and collected

data sound assumptions.

Socio-economic Aspect

a. To determine the economic and social benefits that the proposed business can
contribute to the growth and development of the city and target market.

Scope, Focus and Limitation

The study shall focus on the viability of establishing a self-service grille and fry streetfood
restaurant at Yubenco StarMall, Barangay Tetuan, Zamboanga City. The self-serve streetfood
restaurant will enable customers with products and services that focus on maintaining high quality
and hygienic food preparation policies and facilities, together with providing a unique dining
experience.
The study will also focus on the demand stability of the target market. The operation
processes and management, and the financial performance of the proposed business for the first
five years of operations.
Since streetfoods are mostly consumed by the younger demographic, particularly students,
the researchers have decided that for the purpose of the study, the respondents should be students
ranging in age specifically from 15-25 years old that are studying in schools and universities within
the 3.5 kilometers of Yubenco Starmall, Tetuan.

The scope of the target market of this study are students, knowing that they are
open to the idea of new products and services and are willing to try new experiences. In addition,
the researchers considered the mental capacity and intellectual power of the respondents for them
to have the discretion on how and where to spend their money. Thus, this leads the researchers to
select them as the target market of the proposed business.

This study will be limited to the high school, senior high and college student of the
following schools in Zamboanga City.
a. Ateneo de Zamboanga University
b. Universidad de Zamboanga
c. Immaculate Conception Archdiocesan School (Tetuan)
d. Zamboanga City High School Main

The qualifications made by the researchers in choosing their respondents are the following:

a. Bona fide student of registered school.

b. Must be within the 3.5 kilometer radius from the proposed location of the business.

The researchers of the study decided that the aforementioned schools would represent other
schools, within the 3.5-kilometer radius. This is because of the lack of information in the
population of other schools, beside the said schools chosen, which the researchers view as a
limitation for the study to be true, viable and efficient.

Other individuals who are not students are not included in the scope if this study in spite of their
possible inclusion in the market of the proposed business. This is due to the difficulty experienced
by the proponent in conducting a survey for such individuals. However, to make the demand
analysis more realistic, the proponent shall factor in the average failure rate and retake rate in
computing potential demand.

Methodology

The following will be conducted during the study:

1. To gather necessary data from related studies, literatures and project proposals.
2. To compile information of competitor and supply through phone calls, interviews and
through the internet.
3. To determine the primary and secondary target market of the proposed business.
 4. Formulate a survey questionnaire, which was specifically intended to determine the
demand, both existing and potential, for the services and products the business plans to
offer.
5. Determine total population and compute the recommended sample size using the Slovin’s
formula.
6. Conduct a survey to the proposed respondents.
7. Document the survey results, along with the written analyses and visual representation of
market data gathered.
8. Consult with experts to further improve the credibility and relevance of the study

Slovin’s Formula illustrated below:

𝑁
𝑛=
1+𝑁𝑒 2