PWU-CDCEC CALAMBA

ALVA CENTER ROSAL ST. BRGY. UNO, CROSSING CALAMBA CITY, LAGUNA
Contact No.: 0922-821-6938/0939-904-3185/0917-527-5465 Tel. No: (049) 508-1963/ (02)420-8209

BACHELOR OF SCIENCE IN HOTEL AND RESTAURANT MANAGEMENT

Background of the Study

Grandmother once said that “A big business starts small”. Perhaps that is
why people apt to business school or run business establishments of their own,
it is a way of giving out something they know is good.

Recently, food business has become popular business and had increased rate in
business sector. It has made rapid competition among them. Talking about
offering food products, this covers the restaurants, café, stands, stalls, and even
food trucks. Entrepreneurs offer various products ranging from appetizers, a
whole-course meal, to drinks. A business person gains knowledge from his daily
experiences to which he can use to understand more about his concept.

Although, businesses are always looking for ways to improve the establishments’
profit and revenue, some have taken more drastic measures by creating a
unique product to offer. Whether it’s inventing new product or combining two
different food variations. Some businesses have made large changes as a way to
boost achievement. Although these actions seem severe, they make difference.
According to a journal “towards successful business process improvement – An
extension of change acceleration process model”, businesses that ensures
consistent outcomes and the practice to seize improvement opportunities by
overseeing performance of cross-functional work in organizations saw an
improvement in the establishments’ position. While these changes have proven
to be successful, many entrepreneurs are still weighing the risks and benefits.

Consumers have a huge choice span when it comes to food, which is one of the
main reasons for offering unique products. Buyers feel as though businesses try
to feed them with the usual stuffs and that they are not able to try new things.
By creating a unique product, customers would not be predictable about what
they will consume and their level of curiosity would be higher. A unique product
would permit consumers to have their adventurous side pleased, their wallets
and pockets unworried, and be able to get by the day with a decent meal.
 PWU-CDCEC CALAMBA
ALVA CENTER ROSAL ST. BRGY. UNO, CROSSING CALAMBA CITY, LAGUNA
Contact No.: 0922-821-6938/0939-904-3185/0917-527-5465 Tel. No: (049) 508-1963/ (02)420-8209

BACHELOR OF SCIENCE IN HOTEL AND RESTAURANT MANAGEMENT 9

A. Literature Review
Foreign Literatures
Kim Perell (2018) offers a straightforward approach to success by
identifying five (5) traits shared by people who know how to effectively
accomplish their dreams and achieve their goals. She shows that the ability to
achieve success is not entirely based on having a great idea, an advanced degree
or a high IQ. Perell believes “the ability to execute is the difference between
success and failure”. Perell’s beliefs are based on strategy. Success is not about
how intelligent a person is, nor what degree they hold, it is about the ability to
strategize, and smartly playing the cards right. In relevant with the business
research, the business figured out a strategy on how to pique customers’
curiosity. And that is by creating a product that is unique and uncommon.

Shira Lenchewski (2018) said, “Break bad habits, eat with intention, and
indulge without worry” – where she takes us through thought patterns that hold
us back, gives us a foundation to build a new relationship with food. Our product
is not just a regular burger. Shawarma Burgers’ patties are made of beef which is
among the best sources of protein in existence and loaded with highly
bioavailable iron. The patties are then topped off with healthy and fresh
vegetables so customers can indulge without worry.

Karamustafa et al. (2016), “It is witnessed that restaurants preparing

fusion cuisine menus around the world increase every passing day, and that
many of the best restaurants in the world have started to include fusion cuisine
practices in their menus”. The business’ product is called a shawarma burger
which is obviously a fusion of shawarma and a burger.
 PWU-CDCEC CALAMBA
ALVA CENTER ROSAL ST. BRGY. UNO, CROSSING CALAMBA CITY, LAGUNA
Contact No.: 0922-821-6938/0939-904-3185/0917-527-5465 Tel. No: (049) 508-1963/ (02)420-8209

BACHELOR OF SCIENCE IN HOTEL AND RESTAURANT MANAGEMENT 9

Local Literatures
Josiah and Chiqui Go (2019), “The entrepreneur is a business owner who
invests his resources to bring an idea to life, setting the direction that make
things happen and add value. Entrepreneurs are often described as innovators
or creative mind that can make things happen.”, “Innovation is about making a
new idea come to life profitably”. The idea of combining two different foods
(shawarma and burgers) is currently in the process of coming to life profitably.

Pacita Juan (2018), “We should not feel like work. Your business must be
a source of joy and an expression of your passion. And not everything is about
profit. When you make good things happen, the profit will follow naturally”.
When I was little, I dreamt of being a great cook. Now in my early 20’s, I became
interested in entrepreneurship. So I thought, why not do them both? I decided
to combine the passion and the thing that I love the most. In this business
research, I manifested a business that involves food and the market.

Tony Tan Caktiong (2020) straightforwardly stated that, “The food

business is still very basic. It’s still about taste. It’s still about ‘how did you serve
me? Is your place nice? Am I treated well? Do I get value?’ If you think about it, if
we’re going out to eat, these are the basic things we look out for, but the
execution is the difficult part”. This statement shocked and amazed me. It left
me an impression that Caktiong is indeed a bold person. The statement above lit
a light bulb inside my head. I’ve been focusing on my product too much I didn’t
thought about the execution of customers’ satisfaction in terms of hospitality.
Despite of that, I am now planning on how to execute that suitably.
 PWU-CDCEC CALAMBA
ALVA CENTER ROSAL ST. BRGY. UNO, CROSSING CALAMBA CITY, LAGUNA
Contact No.: 0922-821-6938/0939-904-3185/0917-527-5465 Tel. No: (049) 508-1963/ (02)420-8209

BACHELOR OF SCIENCE IN HOTEL AND RESTAURANT MANAGEMENT 9

Foreign Studies
Vogel Mark R. (2018), “The fusion cuisine is a term for a culinary fashion
that focuses on mixing ingredients and cooking techniques characteristic for
various ethnic cuisines. In the modern sense of the term, fusion cuisine dates
back to 1970’s and work of famous chef Wolfgang Puck. However, if we consider
broader understanding of fusion cuisine as a term coined to describe
hybridization of culinary ideas, then we might conclude it is actually an ancient
practice. The exchange of culinary techniques and ingredients has always been a
noticeable aspect of cultural exchange, almost always present when there was
contact exchange between cultures powered either by diplomacy, trade,
immigration or military conquest.”

Ronald and David E. (2017), “There are various successful business ideas
in the hospitality and tourism sector. Investors need to transform the available
hospitality ideas into successful businesses by implementing the ideas. A
successful business idea in the hospitality industry should involve the provision
of products or services required in that society. The idea has to fulfil dissimilar
customer needs in order to succeed in the market. Before starting a business,
the investor has to think about the type of business venture and its market”.

Suat Akyürek (2019), “As the competition in international tourism is

gradually on the rise, new destinations are forced to seek new solutions, and
many countries are seen to make innovation-directed efforts, in order to
increase their destination appeal. These efforts stand out in many fields, as well
as in ‘cuisine’.” In other words, many food and beverage establishments in
various destinations today, try to make efforts to make their guests live different
experiences, and thus stay competitive. As a result of these efforts, a new
 PWU-CDCEC CALAMBA
ALVA CENTER ROSAL ST. BRGY. UNO, CROSSING CALAMBA CITY, LAGUNA
Contact No.: 0922-821-6938/0939-904-3185/0917-527-5465 Tel. No: (049) 508-1963/ (02)420-8209

BACHELOR OF SCIENCE IN HOTEL AND RESTAURANT MANAGEMENT 9

culinary trend has appeared in recent years which combine different cuisine
cultures, and this trend has succeeded in entering into the literature as ‘fusion
cuisine’.

Local Studies
Racky Alvarez Masa (2017),”With food establishments being ubiquitous
within the urban city, the drive for responsible food serving has also been a
concern. A number of research studies and proposed bills by government
officials believed that menu labeling could help people make healthier and more
informed choices when eating out”. The aim of placing labels is to inform diners
regarding the food they consumed outside their homes and provide nutrition
information to promote healthy food choices.

Mia Santamaria Abela (2018-2019),”Traders report strong demands in

products that can be classified as ‘convenient’ including snack foods and meal-
replacements. Retail stores have been increasing shelf-space to accommodate
the growing number of new-to-market healthy, natural and organic products
because of the rise in disposable income and the strong consumer trend towards
health and wellness”. Double products: dairy, meat products, frozen and
processed vegetables, frozen and processed fruits. I believe that these products
are in high demand as these have become standard menu offerings and
ingredients in the food service sector. In addition to being consumed directly,
meat products as ingredient are used by the Philippines’ booming food
processing industry.
 PWU-CDCEC CALAMBA
ALVA CENTER ROSAL ST. BRGY. UNO, CROSSING CALAMBA CITY, LAGUNA
Contact No.: 0922-821-6938/0939-904-3185/0917-527-5465 Tel. No: (049) 508-1963/ (02)420-8209

BACHELOR OF SCIENCE IN HOTEL AND RESTAURANT MANAGEMENT 9

Literature Review Summary

Review Approach
A review was performed to identify materials published in the last five (5)
years describing (1) entrepreneurs’ approaches to success, (2) principles about
the relationship between the product and quality of service has been
determined, and (3) data required to support fusion cuisine. The review was
supplemented with targeted searches for data on food business parameters. As
a first step, the researcher reviewed resources that synthesize much of the
literature internationally and locally.

Review Findings
The following subsections discuss literature review findings, grouped by
the following categories:
 Entrepreneurs’ Approaches to Success
 Principles about the Relationship Between the Product and Quality of
Service
 Data Gathered for Relating Fusion Cuisine and Business

Entrepreneur’s Approaches to Success

Several different approaches have been developed for succeeding a
certain business.
Approaches reviewed include:
 The Execution Factor: The One Skill that Drives Success (Perell 2018)
shows that the ability to achieve success is not entirely based on having a
great idea, an advanced degree or a high IQ. “The ability to execute is the
difference between success and failure”.
 PWU-CDCEC CALAMBA
ALVA CENTER ROSAL ST. BRGY. UNO, CROSSING CALAMBA CITY, LAGUNA
Contact No.: 0922-821-6938/0939-904-3185/0917-527-5465 Tel. No: (049) 508-1963/ (02)420-8209

BACHELOR OF SCIENCE IN HOTEL AND RESTAURANT MANAGEMENT 9

 Marketing Breakthroughs: From Trial to Triumph (Go 2019) states that

the entrepreneur is a business owner, who invests his resources to bring
an idea to life, setting the direction that make things happen and add
value. Entrepreneurs are often described as innovators or creative mind
that can make things happen. Innovation is about making a new idea
come to life profitably.
 The Barista Manual (Juan 2018) states that we should not feel like work.
Your business must be a source of joy and an expression of your passion.
And not everything is about profit. When you make good things happen,
the profit will follow naturally.
All of the success approaches reviewed, incorporating narrative
descriptions of basic traits shared by people who know how to effectively
accomplish their dreams and achieve their goals – include formal and
motivating approaches for succeeding in the preferred business.

Principles about the Relationship between the Product and Quality of Service
Notable recent efforts relevant to the relationship between the product and
service quality include the following:
 The Food Therapist: Break Bad Habits, Eat with Intention, and Indulge
without Worry (Lenchewski 2018) takes us through thought patterns that
hold us back, gives us a foundation to build a new relationship with food.
 The Billion Dollar Secret (Caktiong 2020) straightforwardly stated that,
“The food business is still very basic. It’s still about taste. It’s still about
‘how did you serve me? Is your place nice? Am I treated well? Do I get
 PWU-CDCEC CALAMBA
ALVA CENTER ROSAL ST. BRGY. UNO, CROSSING CALAMBA CITY, LAGUNA
Contact No.: 0922-821-6938/0939-904-3185/0917-527-5465 Tel. No: (049) 508-1963/ (02)420-8209

BACHELOR OF SCIENCE IN HOTEL AND RESTAURANT MANAGEMENT 9

value?’ If you think about it, if we’re going out to eat, these are the basic
things we look out for, but the execution is the difficult part”.
 (Abela 2018-2019) states that traders report strong demands in products
that can be classified as ‘convenient’ including snack foods and meal-
replacements. Retail stores have been increasing shelf-space to
accommodate the growing number of new-to-market healthy, natural
and organic products because of the rise in disposable income and the
strong consumer trend towards health and wellness.
The statements shocked and amazed me. It left me with an impression
that entrepreneurs are indeed a bold person. The statements above gave
me a marvellous idea. I’ve been focusing on my product too much I didn’t
thought about the execution of customers’ satisfaction in terms of
hospitality. Despite of that, I am now planning on how to execute that
suitably.

Data Gathered for Relating Fusion Cuisine and Business

This section summarizes data gathered for relating fusion cuisine and business.
 (Karamustafa et al. 2016), witnessed that restaurants preparing fusion
cuisine menus around the world increase every passing day, and that
many of the best restaurants in the world have started to include fusion
cuisine practices in their menus.
 (Suat Akyürek 2019), states that a new culinary trend has appeared in
recent years which combine different cuisine cultures, and this trend has
succeeded in entering into the literature as ‘fusion cuisine’.
The result of the recent review performed concluded that several food
business have implemented fusion cuisines based on culinary trends for
customers’ satisfaction and to increase their destination appeal.
 PWU-CDCEC CALAMBA
ALVA CENTER ROSAL ST. BRGY. UNO, CROSSING CALAMBA CITY, LAGUNA
Contact No.: 0922-821-6938/0939-904-3185/0917-527-5465 Tel. No: (049) 508-1963/ (02)420-8209

BACHELOR OF SCIENCE IN HOTEL AND RESTAURANT MANAGEMENT 9

B. Statement of the Problem

This research attempts to identify the success rate of the ‘Shawarma
Burger’ business. More specifically, it seeks to find the answers to the following
questions:
1. Does the concept of combined food affect customers’ curiosity?
2. What are the factors/preferences customers seek in a food business?
3. What causes consumers to be interested in a new food venture?

C. Scope and Limitation of the Study

This study will be limited to the citizens of Barangay Paciano Rizal
Calamba city Laguna.
The selected citizens of the said barangay are located specifically at St.
Christopher 1 Village.

D. Significance of the Study

This study is foremost to the:

Business Students. Amidst the study, learners can reflect themselves,

and know more about the industry.
Fresh Entrepreneurs. They can use the study as a guideline for their own
business venture.
Professors. The study can help them understand current situations in the
food business industry, and use the study as a reference for them to effectively
educate students who relates in business.
Business Owners. Through the study, they will be more informed of what
the current customers seek in a food establishment.
 PWU-CDCEC CALAMBA
ALVA CENTER ROSAL ST. BRGY. UNO, CROSSING CALAMBA CITY, LAGUNA
Contact No.: 0922-821-6938/0939-904-3185/0917-527-5465 Tel. No: (049) 508-1963/ (02)420-8209

BACHELOR OF SCIENCE IN HOTEL AND RESTAURANT MANAGEMENT 9

E. Conceptual Framework
Input. Process. Output.

Fusion Cuisine Survey Questionnaires Customers’

Preferences

The diagram above shows the factor that affects the customers’
preferences to food business. The factors that affect customers’ preferences
are: taste of the food, price of the product, and hospitality services.