Break Eat: A feasibility study of Filipino breakfast in a sandwich / Avila, Princess Ann G. Barrozo, Elisah Joyce S. Capistrano, Alyssa Nicole I. Maguad, Ivy S. Relucio, Demarie B. Sayon, Chenie Miles T. 6

Feasibility Study: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2024. 56

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Executive Summary a.

Business Description Break Eat is a new food venture under the Break Co. that brings the beloved flavors of Filipino breakfast into a convenient sandwich format. Traditional Filipino breakfasts, known for their silog meals like tapsilog, tocilog, and longsilog, are cherished staples in Filipino culture. However, as people's lives become more fast-paced, they seek quick, satisfying meals that fit their busy schedules. Inspired by this shift, Break Eat aims to combine classic Filipino breakfast flavors with modern sandwich ingredients, creating an accessible option for students and busy individuals seeking both taste and convenience. In Youniversity Suites within the bustling U-Belt area, Break Eat targets a student-heavy demographic and nearby professionals. This central location allows the business to serve customers who value accessibility and the comfort flavors of home in an easy-to- eat form. Unlike traditional breakfast options, Break Eat's sandwiches are available throughout the day, making it suitable for any mealtime, whenever customers crave a delicious and convenient Filipino-inspired meal. The business operates as a partnership, with each member actively involved in daily operations, inventory management, staff training, and marketing initiatives. This collaborative structure supports effective decision-making and ensures a high level of service. The service team Includes a cashier who handles customer orders, processes payments, and provides prompt service while addressing customer feedback. The kitchen staff, meanwhile, focuses on sandwich preparation, consistency in flavor, food presentation, and maintaining a clean, organized kitchen environment. Both teams are trained to prioritize strong communication, customer service, and teamwork. b.

Market Analysis The Filipino breakfast sandwich business, part of the broader Philippine food service industry, benefits from a significant demand for quick, culturally relevant, affordable meals. Major players like Jollibee and McDonald's are expanding, driven by Filipinos' growing preferences for on-the-go food options that align with their busy lifestyles. With a rising working population, the demand for convenient, affordable meals has fueled the growth of quick-service restaurants, presenting a favorable environment for Break Eat's market entry. Break Eat's primary target market consists of students, employees, and young adults in university areas who need quick, budget-friendly meals. Survey data reveals a high demand for grab-and-go options among Gen Z consumers, who enjoy innovative flavors and are open to exploring new tastes. The market is projected to grow steadily, with demand reaching over 481,997 units by 2029, Meanwhile, the supply gap allows Break Eat to address unmet needs and capture a substantial market share. In this competitive landscape, Break Eat aims to differentiate itself by offering unique and customizable Filipino breakfast sandwiches at a compelling price point, capitalizing on the supply- demand gap in the bustling university belt. c.

Marketing Feasibility Break Eat is set to be established on the first floor of Youniversity Suites, strategically located in Sampaloc, Manila's University Belt, surrounded by prestigious educational institutions, including the Far Eastern University and the University of the East. This high-foot-traffic area, populated by students and nearby residents, provides a strong customer base. Break Eat will offer a customizable sandwich menu, including options like Long Break (longganisa), Tap Break (tapa), and Toci Break (tocino) that fit any meal of the day. Competitors such as Champs Burger and Ate Rica's Bacsilog are present nearby, but Break Eat differentiates itself with Choose Your Break customization. To penetrate the market effectively, Break Eat will implement a pricing strategy that combines cost-plus pricing with a psychological approach, utilizing price points that end with 9 to enhance the perception of affordability. Our brand is designed around a convenient grab-and-go concept, catering to the fast-paced lifestyles of students and busy professionals. Marketing initiatives will encompass many approaches, taking advantage of digital platforms such as Facebook, Instagram, and Tik Tok for engagement, alongside direct marketing tactics like flyers and the availability of online orders through the FoodPanda application. Additionally, event-based advertising will play a key role in raising awareness. We will implement promotional strategies to foster brand loyalty and encourage repeat purchases. d.

Technical Feasibility Break Eat has specialized machinery and equipment to optimize food preparation, storage, and service. Key assets include a refrigerator, induction cooker, heavy-duty griddle, range hood, and point-of-sale system. Additionally, the establishment will be stocked with essential kitchen instruments and supplies, such as cooking pans, kitchen utensils, food storage containers, aprons, and other necessary supplies. The operational framework includes a detailed process flow chart for physical and online ordering systems, illustrating the customer experience when ordering sandwiches. From the operational perspective, the production operations outline the efficient preparation methods for our offerings. The store's layout and facilities are inspired by the traditional Filipino Bahay Kubo (nipa hut), enhanced with a modern twist. The warm brown and earth-toned color palette evokes the natural materials of bamboo and wood commonly found in Filipino homes, creating an inviting atmosphere that resonates with the target market. e.

Management Feasibility Break Eat operates as a partnership, owned, and managed by six Individuals who share decision-making and operational responsibilities. This structure promotes agility and responsiveness to customer preferences while reducing startup costs through shared resources and expertise. The functional and hierarchical organizational charts outline key roles including owners/managers, service staff, and kitchen staff, each tasked with responsibilities that ensure smooth operations, quality standards, and exceptional customer service. The company's vision, mission, and goals emphasize providing authentic Filipino breakfast flavors in a convenient, grab-and-go format, creating enjoyable customer breaks. Operational policies cover quality control, service standards, health and safety compliance, and inventory management, while marketing policies focus оп social media engagement, promotional campaigns, and customer feedback. Financial policies ensure effective budgeting, cash handling, and cost control, with human resources policies supporting staff training, performance evaluation, and work-life balance. Together, these structured management practices provide a strong foundation for Break Eat's mission to deliver quality, affordable food with a sense of community. f.

Financial Feasibility Break Eat is a startup venture designed to serve Filipino-inspired breakfast in a sandwich at University Belt. It targets students and young professionals seeking convenient, all-day meal options. With an initial investment of PHP 600,000 pooled from family members, the funds cover start-up costs, equipment, and working capital, with profits shared proportionally. The sales forecast projects steady growth, beginning with monthly increases of 1-16% in the first year as the brand establishes its presence, and continuing with 9% annual growth over five years. This model anticipates strong demand, particularly during peak school periods, allowing Break Eat to capture a loyal customer base while gradually optimizing production and operational efficiencies. Projected financial ratios reflect a healthy trajectory toward profitability, with Gross Profit Margin stabilizing at 30% but should focus on optimizing asset and equity efficiency to ensure sustained financial growth. The conservative cash flow assumptions such as a balanced approach to accounts payable and inventory management underscore the company's commitment to financial prudence. Despite the early challenge of declining liquidity ratios, the structured debt-to-equity balance demonstrates a sound capital structure and resilience against financial risk. g.

Socio-Economic Feasibility Break Eat contributes to the economy by fostering local entrepreneurship, generating job opportunities, and supporting the supply chain by procuring ingredients from local suppliers. This helps reduce unemployment and enhances revenue generation, which funds local infrastructure and public services. Socially, Break Eat addresses the demand for quick and affordable meal options, particularly for busy individuals, while promoting sustainability through responsible sourcing and waste reduction. The company also engages with the community by organizing events and collaborating with local organizations to strengthen social responsibility and cultural ties.

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