JUANS DELI

Serving great pizza from ours to your!

Executive summary
Company Profile
Juans Deli is a classy restaurant serving Filipino inspired taste of pizza, pasta, salad
and drinks intended to satisfy the taste of middle class to high class Filipino and
Foreigner citizens.
Guests are welcomed by the servers with warm smiles and greets, characteristic of
Filipino hospitality..
The stylish yet cozy ambience and artistic food presentation are topped with the rich
flavors that will make every Filipino proud, and every foreigners palate fly back for
more. Innovative dishes like pan de sal spaghetti pizza, laing pizza and sisig pizza is a
delectable treat for all.
Vision
To maintain a profitable operation that will continue our tradition of quality Filipino
inspired dining, at a reasonable cost, in a comfortable atmosphere.
Mission
Juans Deli has a mission:
To sell delicious and remarkable Filipino inspired food and drinks. That the food
and drinks we sell meets the highest standards of quality, freshness and
seasonality and combines both modern-creative and traditional Filipino styles
of cooking.
To ensure that each guest receive prompt, professional, friendly and courteous
service.
To maintain a clean, comfortable and well maintained premises for our guest
and staffs.
To ensure that all guest and staff are treated with the respect and dignity they
deserve. To thank each guest for the opportunity to serve them.

Objectives
To establish the market presence needed to support marketing and sales goals
and to attract customers.
To reach healthy monthly sales by the end of the year, and average monthly sales
increasing modestly by steadily through Year 3.

 To reach 85% recognition of the new product in our target market.

Situation Analysis

Food is a basic necessity. The industry which deals with preparing food
items/products refers to the food service industry. The food service industry is and
will always remain in high demand because of its genre. These industries include
restaurants, fast foods, school and hospital cafeterias, catering operations, food carts
and food trucks etc. Restaurants and fast foods mainly contribute to the food service
industry.
Like every other country, the food industry has flourished very well in Philippines.
Filipinos love to eat and thats the reason why you will see a lot of restaurants and
fast foods restaurants scattered in the cities. These restaurants and fast foods can be
local or international food chains. Filipino food and chefs are considered one of the
best in the world. It is hardly surprising that Filipino food is often labeled as
somewhat strange (like the balut for example) but in its own way, its food is a
unique mixture of eastern and western cuisines and reflects the history of Philippines.
The Filipino food includes dishes and cooking procedures from China, Spain, Mexico,
United States, and more recently from further abroad. However, what makes them
Filipino is the history and society that introduced and adapted them; the people who
turned them to their tastes and accepted them into their homes and restaurants, and
specially the harmonizing culture that combined them into modern Filipino fare.
Originating from Italy, pizza pies have become a national dish, thanks to the power of
advertising, marketing acumen, product endorsement, and what-have-you.
Enterprising entrepreneurs have also come up with native pizza pies.
The product is ideal for snacks or a full meal, washed down with a cool drink, mug of
beer or a glass of wine.
Major competitors are Shakeys, Greenwich, Pizza Hut, Sbarro, Yellow Cab, and
California Pizza Kitchen.
Aggressive marketing and the number of ads may be a gauge. You see or hear these
over the radio, TV and the print media, flyers, and even announcements in the LRTMRT trains.
The Philippine pizza market has become more challenging in recent years, with the
entry of new restaurant chains as well as smaller players. There are increased
competitions
among
industry
players.

SWOT ANALYS
The swot analysis for Juans Deli shown below:

Strength
Innovative range of pizzas, pastas and
drinks
.Hygienic food and quick service

Weaknesses
Lack of brand recognition because
Juans Deli is a start up

High versatility and customization for

organization.

consumer preferences.
The need to take on debt to get
Allowing pizza-lovers to experience
the traditional pizza flavor, but still at
a reasonable price
It is a place suitable for Filipino family
dining

the business off the ground.

Chef's new and innovative
product does not have a lot of
visibility in the Philippines yet.

Opportunities

Threats

Participation in a growing market with

Threat from competitors like Yellow

Cab, Sbarro, Greenwich, Shakeys who
offers Pizza, Pasta and Drinks.

a significant percentage of the target

Health conscious people.

market still not aware in Filipino Style

High capital costs.

Pizza and Pasta Foods.

Increase in healthy eating and

wellness trends.

Create a new pizza flavor

Critical Success Factors for the industry

Pizza is always a popular choice for consumers, but simply opening a pizza shop--or
even a franchise--doesn't necessarily guarantee success. Several key success factors
in a pizza business come together to determine whether or not you'll turn a good
profit. Following are Success Factor for Pizza Industry.

Recipes
The unique taste of pizza should draw customers. If you own a pizza franchise, then
you must use the franchise's recipes to create your pizza because customers will
come to you expecting the pizza to taste as they expect. Aside from that, there is a
wide range of customer preferences for pizza--some like a thick or a thin crust, spicy
or mild sauce or certain topping choices. Additionally, you may want to offer side
dishes like salads, chicken wings and breadsticks. Pay attention to the needs of the
market in your area and adjust your menu to fit them. For example, if deep dish
pizzas are popular, you need to have that on your menu.

Promotion
Getting the word out about your pizza company is essential to your success. When
someone wants to order a pizza, your business' name should be at the forefront of
her mind. Print up magnets with your phone number--it's a useful item that means
that the customer will always have your number on hand. You can also send out
fliers, coupon inserts in local newspapers and place an ad in the Yellow Pages.

Affordability
Customers generally view pizza as an affordable meal for the family. You can
encourage purchases by offering coupons or special deals on certain pizzas. For
example, you could offer a buy-one-get-one-free deal or deep discounts on your
slowest nights.

Competition
The number of competing pizza restaurants in your area can play a big role in your
success. Locating your restaurant in a small rural town could be a smart move, as
you may be one of just two or three pizza businesses in the area. If there are several
competing businesses, you need to separate yourself from the crowd by offering
lower prices, better service or better quality.

Employees
The right employees can be a key factor in your success. Your employees are the first
point of contact with customers and a good--or bad--experience can influence
whether or not the customer comes back. Give free or discounted food to your
employees. This will not only increase their job satisfaction, but will help them to
offer suggestions to customers who are ordering food.

Competitors-Yellow cab
A typical branch at SM City Clark in Angeles City, PhilippinesBecause of having
"yellow cab" in its name, many thought of the company as a taxi business. But
the name is actually a reference to the way it frequently uses the colors black and
yellow, a pattern seen on taxi cars. While much of the ingredients to their pizzas
come from the Philippines, the cheese is purchased from either Australia or New
Zealand.The company's delivery service uses vespa scooters.
Yellow Cab Objective
To provide the highest quality service to the travelling public and to achieve the
highest possible return on invested time and money for all elements of the
organisation.
It is this organisation's firm belief that in order to achieve this objective, customer
service and satisfaction are paramount. Therefore, all policies, procedures and
rules are formulated with this as first priority.
Competitors-Yellow cab
Yellow Cab Pizza Company
Restaurant
Founded2001
Headquarters Makati
Eric Puno (founder), Henry Lee (founder), Albert Tan (founder)
Products Pizza
Number of employees 1,500
Competitors-Pizza Pricing

Competitor:Sbarro
Sbarro is an international operator of Family Style Restaurants. The company
began in 1959, when Gennaro and Carmela Sbarro, just arriving from Naples,

Italy, established a Salumeria, otherwise known as an Italian delicatessen, in

Brooklyn, New York. Together, with their three sons, Mario, Anthony and Joseph,
the Sbarro Family began serving Superior, FRESH, Quality food prepared from
authentic family recipes. Using only the finest, freshest ingredients, they gained
the respect and loyalty of each and every Guest they served.
Sbarro
The Sbarro menu offers pizza, pasta, hot and cold Italian entrees, salads,
sandwiches, cheesecake, and other desserts at a modest price with fast service
Mission: to satisfy customers, has been the dynamic spirit behind three
generations of fine cuisine, and continues to drive our entire organization.
Sbarro

SM Mall of Asia.
Sbarro opens first branch in SM North EDSA feb 13,1990
Other Competitor

Customer Strategies
Make good impression to let everyone know that we treat regular customers
well.
If a staff is booking for holiday or other time off, staff will inform regulars in
advance to warn tor , and introduce them to a trusted colleague if they wish to.
Be memorable for your good customer service
Make sure that your client knows youd like to work with them again
Customer Strategies
Do a good job the first time
Make sure that clients know about all of your services
Regularly tell regular customer how much we appreciate their regular custom
and treat them well in as many other ways as you can.
Spend your marketing budget in your existing customers.
Treat your regular customers like kings and queens.
They will come back and bring their friends and family members with them.

Customer Strategies-Survey
Customer Online Feedback or Surveys
1. Decide on your research goals
Is the information you are looking for of a general nature or very specific? Do you
have a particular audience in mind, or will you be sending out online surveys to
the general public? The answers to these questions will help you to decide how to
target your survey.
2. List of questions
Questions
How often do you dine with us ?
Daily
Weekly
Monthly
Once in three months
First time
Other,pls.specify

The Server
Was the server attentive and available when you needed him/her?
Yes

No
N/A
Was the server attentive and available when you needed him/her?
Yes
No
N/A
Was your server knowledgeable and able to answer your questions about the food
and beverages?
Yes
No
N/A
Customer Strategies-Survey
3. Gather your responses
offering an incentive
-a
gift,
-points accumulation s that can be exchanged for gifts.
4. Analyse the results
print out the data in the form of a spreadsheet
Customer Strategies-Survey
5. Write a report
*write
a
report
explaining
your
findings.
*provide the answers to the questions you had about your business, product or
service.
*measure customer satisfaction, get feedback
on products or services, and to reveal key influences.

Brand Equity & Brand Positioning

The business will offer a quarterly seminar for employees.Orienting them
about the importance of acquiring knowledge about the companies goals,vision
and mission, products and its quality and standard,building good relations to
customers and your employees interact with customers which will help in
building brand equity.
Brand Equity & Brand Positioning
We will give employees the benefits of buying own products under the salary
deduction payment scheme.And buying a product under buy take one near
store time closing.
The business is also planning to be involved in sponsorship such a in a fun
run,cycling events.Which includes middle to high class working filipinos since
our product is offered for that specified segments.
Brand Equity & Brand Positioning
In positioning our products,what we will be doing is a quality product, best
tasting and great and generous toppings in all kinds of our pizza and pasta
offerings.
We will be differentiated against our two competitors as a restaurant only
offering Filipino toppings and dishes in our pizza, pasta and salad menus etc.
Positioning statement
For the high to middle market
segment who loves Filipino taste and
dishes,Juans Hometown Deli provides varieties of quality Filipino foods .Unlike
other
restaurant ,only
Juans Hometown Deli offer a more relaxing and
convenient environment with great choices.
Place Strategy
We plan to open in business/residential areas, where dine-in and delivery services
are accessible to customers.
Population Base
Parking
Accessibility
Visibility
MarketingCommunications:DistributionStrategy

Marketing Communications:Online Strategies

A nice and clean website
Post menus online
Facebook
Page
or
Twitter.
Restaurant owners looking to take full advantage of Facebook should post photos
of their dishes and ask customers what types of specials theyd like to see.

Marketing Communications:Online Strategies

On Twitter, restaurants can tweet links to the photos they post on Facebook and
occasionally post cooking tips as a way to demonstrate their expertise and keep
followers engaged.
Solicit anonymous feedback from customers.
Oftentimes, restaurant owners dont fully understand the quality of service that
their staff providesEither through text messages or online can help merchants
figure out what theyre doing right and where their restaurants have room for
improvemen.

Sales and Promotions

Free appetizer after a good meal for repeating customers.
Buy 1 take 1 for customers and employees who will buy in the last hour of
operation.