Our Lady of Fatima University

College of Hospitality and Institutional Management

MILA’S TOKWA’T BABOY AND CHICHARON

Submitted by:
GAYGAY, HYPEN
GOMEZ, ARLIE JOHN
ISIDRO, JOANA
LUSUNG, PAULINA
PUYAT, ANNABELLA
TOLENTINO, PRINCES ANGEL
TUBIG, RONELYN ANGEL

Submitted to:
Panganiban, Gibs Morris

Date:
May 2024

I. EXECUTIVE SUMMARY
 Renowned for its genuine Kapampangan cuisine, Mila's Tokwa't Baboy and Chicharon is

a Pampanga dining destination. The brand is well-liked by both residents and visitors, who

appreciate its classic flavors, premium ingredients, and consistently excellent cooking. With the

help of its well-established reputation, this marketing strategy seeks to broaden Mila's appeal,

strengthen its position in the market, and guarantee steady expansion.

Mila's Tokwa't Baboy & Chicharon was established by a local food aficionado and has

been serving delectable Kapampangan food for many years. Originally a tiny roadside restaurant,

the establishment soon became well-known for its specialties, which included crispy pork

cracklings and a savory dish called tokwa't baboy, which combines tofu and pork. Mila's has

grown to be a household name throughout time, representing authenticity and quality in

Kapampangan food.

It plans to increase its market presence by partnering with regional culinary festivals,

improving its online presence on social media with interesting content, and running exclusive

sales to draw in new clients. As a legendary brand in the local food sector, Mila's hopes to attract

in foodies from all around the region and beyond by upholding its culinary traditions while

adopting new marketing strategies.

II. COMPANY DESCRIPTION

 Mila's Tokwa't Baboy, founded in 1986, is a popular Filipino restaurant on San

Andres Street in Barangay Sto. Domingo in Angeles City, Pampanga. Mila's

Tokwa’t Baboy is a gastronomic landmark that attracts both locals and visitors. Its

distinctive dishes include Tokwa't Baboy and Sizzling Sisig. The restaurant also

serves other Kapampangan specialties such as Chicharon Bulaklak, Grilled Pork

Tocino, Lechon Kawali, and Kalderetang Kambing at reasonable costs. Mila's

Tokwa’t Baboy is open every day from 8:00 a.m. to 10:00 p.m. and offers a

comfortable dining ambiance ideal for large groups and family gatherings. Its

dedication to quality and flavor has made it a must-see destination for food lovers.

III. STRATEGIC FOCUS AND PLAN

Vision

“To be the leading culinary destination known for serving the finest and

most authentic Tokwat Baboy, delighting our customers with exceptional

quality and traditional flavors, while fostering a warm and welcoming

community atmosphere.”

Mission

“At Mila’s Tokwat Baboy, our mission is to deliver a memorable dining

experience by offering delicious, high-quality Tokwat Baboy made from

the freshest ingredients. We are committed to preserving the rich culinary

heritage of our dish, providing excellent customer service, and creating a

family-friendly environment where everyone feels at home.”

Financial Goal
 1. Increase Revenue by 20%: Achieve a 20% increase in annual revenue within

the next fiscal year by expanding our customer base and enhancing our marketing

efforts.

2. Expand Profit Margins by 10%: Improve our profit margins by 10% over the

next 12 months through cost-effective sourcing of ingredients and optimizing

operational efficiencies.

3. Open Two New Locations: Successfully open two new restaurant locations

within the next three years, strategically positioned to maximize market reach and

brand presence.

Non-financial goal

1. Enhance Customer Satisfaction: Achieve a customer satisfaction rating of 95%

or higher by continuously improving service quality and soliciting regular

feedback.

2. Promote Sustainable Practices: Implement eco-friendly practices across all

operations within the next year, including reducing waste, using sustainable

packaging, and sourcing locally.

3. Employee Development: Establish a comprehensive employee training and

development program within the next six months to ensure all staff are skilled,

motivated, and aligned with our brand values.

Core competencies
 1. Authentic Recipe Mastery: Expertise in preparing Tokwat Baboy using

traditional methods and high-quality ingredients, ensuring an authentic and

delicious taste that sets us apart.

2. Exceptional Customer Service: Commitment to providing a warm, welcoming,

and personalized dining experience that makes every customer feel valued and

appreciated.

3. Operational Efficiency: Strong ability to manage restaurant operations

smoothly and effectively, ensuring consistent quality, timely service, and cost-

effective management of resources.

Competitive advantage

1. Unique Culinary Heritage: Mila’s Tokwat Baboy offers a unique, authentic

recipe passed down through generations, providing a distinct taste that cannot be

easily replicated by competitors.

2. Loyal Customer Base: A strong, loyal customer following built through years

of consistent quality and exceptional service, creating a reliable and steady stream

of repeat business.

3. Prime Locations: Strategic placement of our restaurants in high-traffic areas,

ensuring maximum visibility and accessibility, attracting both local patrons and

tourists seeking an authentic culinary experience.

IV. SITUATION ANALYSIS

SWOT Analysis
Strengths:

 Reputation and Brand Loyalty: Well-known for its tasty and

authentic tokwa't baboy and chicharon, this established brand has a

devoted following of customers.

 Quality and Authenticity: Traditional culinary techniques

combined with premium ingredients guarantee authentic flavors of

the Philippines.

 Strategic Location: Located in Angeles, Pampanga, a desirable

neighborhood with lots of foot traffic and easy access for both

residents and visitors.

 Specializes on classic foods that are distinctive and difficult to

obtain in other restaurants.

Weaknesses:

 Capacity Restraints: During peak hours, a restaurant's ability to

serve additional guests may be hampered by limited seating and

service capacity.

 Limited Online Presence: To reach a wider audience, more

effective digital marketing techniques and an enhanced online

presence are required.

Opportunities
  Collaborations and Partnerships: To increase awareness and draw

more customers, form alliances with nearby culinary festivals,

travel agencies, and other companies.

 Product diversification is the process of adding new menu items or

packaged goods (like chicharon for sale) in an effort to boost

income.

 Enhanced marketing raises brand exposure and draws in new

clients by leveraging influencer partnerships, social media, and

targeted advertising.

Threats:

 There is a growing competition from diners and restaurants that

serve comparable Kapampangan meals.

 Economic Downturns: Consumer expenditure on eating out might

be impacted by economic volatility.

 Health Trends: The market for fried and high-fat meals like

chicharon may be impacted by customers' growing health concern.

Industry Analysis

Pampanga has a thriving and diverse food and beverage industry, especially in

Angeles, which is well-known for its extensive culinary legacy. As one of the Philippines'

gastronomic hotspots, the area draws visitors from both domestic and foreign foodies. The
tourism business is expanding, and many tourists are interested in trying traditional

Kapampangan cuisine.

Competition Analysis

Direct Competitors

 Aling Lucing’s Sisig: Famous for its sisig, another traditional

Kapampangan dish.

 Razon's of Guagua: Known for its halo-halo and pancit luglug,

offering competition in the traditional food segment.

Indirect Competitors

 Fast Food Chains: Such as Jollibee and McDonald's, which offer

convenience and quick meals.

 Other Local Eateries: Numerous local eateries offering a variety of

Filipino dishes, competing for the same customer base.

Company Analysis

Mila's Tokwa't Baboy and Chicharon is well known for serving traditional

Kapampangan food of the highest caliber. The business takes pleasure in employing

traditional recipes and techniques to provide a distinctive eating experience that appeals to

both residents and visitors. The establishment has consistently focused on providing high-

quality food and ensuring that customers are satisfied.

Customer Analysis

Demographics
  Age: 18-50 years old

 Geography: Locals from Angeles City and nearby towns, as well as tourists

visiting Pampanga.

 Income Level: Middle to upper middle income groups who enjoy dining

out.

Psychographics

 Food enthusiasts are people who are looking for real food experiences.

 Customers that value and favor traditional Filipino cuisine are known as

traditionalists.

 Tourists: Travelers wishing to sample local flavors and specialties.

Environmental Analysis

Economic Environment

 Tourism Growth: Pampanga, particularly Angeles, continues to draw

visitors, which helps the region's culinary business.

 Economic Stability: Consumer expenditure on dining out and leisure

activities is influenced by the state of the economy.

Social Environment

 Cultural Heritage: Demand is supported by a strong respect for

traditional Kapampangan food.

 Health Trends: In order to satisfy customers who are becoming more

health concerned, menu changes may be necessary.

Forecasting

 Demand Growth: Demand for Mila's offerings is anticipated to increase because to the

region's support for traditional cuisine and the ongoing growth in tourism.

 Digital Expansion: It is anticipated that a stronger online presence and improved delivery

options will increase sales and broaden the market.

Market Potential Analysis

Market size

 Local Market: Due to the high population density and tourism in Angeles

and the surrounding areas, there is significant opportunity.

 Travel Market: There is a great chance to draw in travelers looking to

sample real Kapampangan cuisine.

Growth Opportunities

 Geographic Expansion: Establishing new locations in Pampanga and the

neighboring areas.

 Product Line Expansion: Presenting retail packaged goods like chicharon

that has already been packaged.

V. MARKET/ PRODUCT FOCUS

Objectives

Mila's Tokwat Baboy aims to preserve authentic Filipino cuisine, particularly its signature

dish, Tokwa't Baboy, by ensuring quality ingredients and consistent preparation methods.
The restaurant plans to expand its presence in Pampanga and improve customer

experience by addressing wait times and staffing issues.

Target Market

Mila's Tokwat Baboy targets local residents in Angeles City and Pampanga, tourists and

visitors, balikbayans, and food enthusiasts. The restaurant offers high-quality, authentic

Filipino dishes in a welcoming environment, catering to locals, tourists, balikbayans, and

food enthusiasts seeking authentic cuisine and regional specialties.

Points of Difference

Mila's Tokwat Baboy is a unique Filipino dish made with traditional recipes, high-quality

ingredients, fresh pork and tofu, and a meticulously prepared sauce.

Positioning

Mila's Tokwat Baboy is positioned as a premium, authentic Filipino delicacy, showcasing

its taste of home, convenience, and quality.

VI. MARKETING PROGAM

Product

Mila's Tokwat Baboy is a traditional Filipino dish consisting of deep-fried tofu and pork,

usually seasoned with a soy-vinegar sauce and garnished with onions, chili peppers, and

garlic. The key elements of the product strategy include:

Price

The pricing strategy for Mila's Tokwat Baboy should balance affordability with

profitability, targeting middle-class consumers who appreciate value for money. Key

elements include:

Value Meals: Offer combo meals that include Tokwat Baboy, rice, and a drink at a

discounted rate to encourage higher sales volumes.

Promotion

Promotion strategies should focus on raising awareness, attracting new customers, and

retaining existing ones. Key promotional tactics include:

Social Media Marketing: Utilize platforms like Facebook, Instagram, and TikTok to share

mouth-watering photos, customer testimonials, and behind-the-scenes content. Run

targeted ads and engage with followers through contests and interactive posts.

VII. ORGANIZATION
VIII. IMPLEMENTATION