resto mma v2
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group 1 mma restoTRANSCRIPT
MICRO MARKET ANALYSIS
( FINE DINING RESTAURANTS)
Museum Cafe
Ninyo Fusion Cuisine and Wine Lounge
Berroya
Buan-Gerona
De Guzman
Mamarando
OUTLINE:
Company Background Location Analysis Customer Profile Analysis Menu Selection: Product Menu Selection: Price Customer Service
Promotions Conclusion
FINE DINING EXPERIENCE
Dress Code: In most cases a fine dining restaurant will not permit jeans, t-shirts, hats and may even require a suit jacket and tie.
Customer Service: The service at a fine dining restaurant will generally be top notch.
Menu: The menu at fine dining restaurants tends to be extremely classy with high quality ingredients and prepared by a well-known and talented chef with years of industry experience.
Food: Top quality produce treated delicately with respect. Small portions paid with extreme details. Combining food and art concept together. Making food taste good and look good.
Price: Bit Pricey
Museum Café or popularly known as M Café is a café cum restaurant which serves remarkable modern asian cuisine.
The restaurant’s interior accentuates and blends with the Ayala Museum’s architecture. The interiors are like an artist’s neutral canvas, ready to receive different kinds of art and functions.
M Café offers only the best and distinct modern Asian cuisine in town. Truly a masterpiece – where art and food unite.
ABOUT THE RESTAURANT
LOCATION
Museum Café at the Ayala Museum is prominently located at the heart of Makati on the Ground Floor of Ayala Museum’s Glass Wing, Greenbelt 4 corner of Makati Avenue and Dela Rosa Street.
Museum Café glows through the double-height glass windows,offering passersby a hint of the excitement inside.
LOCATION ANALYSIS Traffic FlowLight to moderate, except during rush hours
Main routes: Makati Avenue and Dela Rosa Streets
Ample parking spaces in Greenbelt malls, except Fridays and Saturdays
Near the Ayala Museum; Near Escalators of Makati Ave-Parking Wing
Near Landmark-Greenbelt Footbridge
PedestriansMostly mall-goers and office workers around Greenbelt
Within the Makati’s business district; Within the Ayala Greenbelt Compound- high end shopping brands; Near Premium Hotels and Residential Condos; Corporate Offices; Beside other Restaurants and it is near Ayala Musem.
EFFECT OF LOCATION ON CUSTOMER PROFILE
Visited by people from social classes– mostly AB market, including foreigners/expats
Visited by Socialites and other known personalities
ABOUT THE RESTAURANT• Owned by the Laus family, spearheaded by Chef Nino Laus
•Started operating in 2006 by the name In-yo
•Changed its name to Ninyo in 2008
•Ninyo Fusion Cuisine and Wine Lounge may be considered as Katipunan’s best-kept secret as it is quietly tucked in the peaceful Esteban Abada St.
•55 year old family house converted into a romantic and elegant restaurant that will make you feel like you’ve escaped the hustle and bustle of the city
•Boasts of delicate cuisine that are a fusion of Japanese and French dishes
LOCATION
•Traffic flow: -E.Abada taken as an alternative route to avoid traffic in Katipunan-Traffic flow is heavy in the morning and at the end of the work day- Medium flow for the rest of the day
•Pedestrians•Mostly Ateneo and Miriam Students who either live in the area or will be eating in the other restaurants along the street.
• Commercial and Residential area•Located on the same street with some residential buildings•Near villages such as Xavierville, Loyola Grand Villas and La Vista
LOCATION
•Effect of Location on Customer Profile•Visited by residents of nearby villages•Visited by parents of Ateneans and Miriam students •Visited by politicians who value privacy (ex. Senator Enrile, Pres. Aquino)•Visited by couples who want to experience dining at a restaurant that’s not mainstream.
CUSTOMER PROFILE
With its relaxed cosmopolitan atmosphere and extraordinary service, M Café is no wonder a preferred venue for events be it for evening socials, simple cocktails with friends or merely business lunches.
MARKET SHARE
weekdays: 70% corporate; 30%regulars
weekends: 80% families; 20% regulars Dress code: Smart casual M Café is open daily from eight o’clock
in the morning to midnight.
Sunday Jazz Brunch 10:30 am to 3:00 pm
Thursday So What? Night 10:00 pm - 2:00 am features special DJs every week
Friday Move Night 10:00 pm -2:00 am features special DJs every week
MUSEUM CAFE NINYO
The gazebos for 2 at Ninyo greatly imply that they are primarily meant to serve couples who would like to have private conversations over a delectable meal.
Conference rooms and long tables are also available
MARKET SHARE weekdays: 80%couples;
20%corporateweekends: 80%couples;
10%corporate; 10% families Dress code: Smart casual Ninyo is open from daily (except
Mondays
CUSTOMER PROFILE
MUSEUM CAFE NINYO
People Age: 30 – 50 Sex: Both male and female Occupation:
Corporate/Politicians/
Businessmen Behaviour
Couples normally order the Degustation Meal (4 to 6 courses)
Others normally order ala carte Occasion Anniversaries/Birthdays/Special
Holiday (Father’s Day/Mother’s Day/Graduation)
Meetings How long do they stay? 1 and a half to 2 hours
Age- 25-50 Sex: Both Male and Female Occupation: Corporate/
Businessmen/Socialites/Celebrities
Middle to Upper Classes Behaviour
Order Ala Carte Cocktails Buffet- Sunday
Occasion Business meetings/ Socializing/chill-
out
How long do they stay
2-4 hours; longer during Thurs-Sat
MENU
MUSEUM CAFE NINYO
MENU: PRODUCT
Filipino Dishes with Western FlairAsian-Fusi0n CuisineAppetizer
Chicken Adobo Foie GrasSalad
Smoked Bangus SaladSoup
Spicy Pumpkin Curruy SoupEntrees
Sweet Braised Pork Braised Country Lamb Shank
Innovative Cocktail Dinksthe ‘M’
vodka / melon liqueur / pineapple juice
Every dish is inspired by Japanese and French cuisine
Appetizer Seafood (oysters, prawns, crabs,
dory) Foie Gras
Salad Steak/Shiitake/Duck
Breast/Salmon Soup
Miso/Tomato/Pumpkin Entrees
Seafood (Dory/Salmon/Unagi/Chilean Sea Bass/Prawns)
Meat (Chicken/Beef) Degustation
4 to 6 course meal (Appetizer to Dessert)
MUSEUM CAFE Resto 2
MUSEUM CAFE
Braised Country Lamb Shank “Kare-kare at 495
Sesame Dilis kung Pao Style @ 300
* Menu is meant for Sharing
NINYO FUSION CUISINE AND WINE LOUNGE
MENU : PRICEEntrees Museum Cafe Ninyo
Salad Starts at Php 300+ Starts at Php 495+
Appetizer Starts at Php 300+ Starts at Php 350+
Beef Entrée Starts at Php 600+ Starts at Php 600+
Seafood Starts at Php 600+ Starts at Php 600+
Pasta Starts at Php 500+ Starts at Php 500+
Dessert Starts at Php 200+ Starts at Php 300+
Glass of wine Starts at Php 200+ Starts at Php 300+
Museum Café’s average dining spend per person is Php 700. With 12% VAT 10% service charge & 1% local tax
Ninyo’s average dining spend per person is Php1000. With 12% VAT 10% service charge & 1% local tax
CUSTOMER SERVICEMUSEUM CAFE Resto 2
Number of staff per shift? 5+ front of house staff per shift; 1 waiter:10 guests
1 waiter:2guests, 2 Chefs, 2 front of house staff
Reservations Accepts walk-in reservations from Monday-Wednesday.
Accepts walk-ins but prefers reservations at least half a day before the visit
Freebies Complimentary Crudités. Complementary bread and herbed butter
Take out, delivery services No delivery service. Accepts pick-ups.
No
Quality of Service prompt and attentive to guests’ concerns
prompt and attentive to guests’ concerns
Speed of Service Average waiting time of 10-15 minutes
Average waiting time of 5 – 7 minutes for each course
MARKET TRENDS
MUSEUM CAFE NINYO
Big serving portions Sufficient serving portions
Value for money Value for money
Weekly themed entertainment nights
Degustation meals are modified on holidays (ex. Graduation/Mother’s Day/Father’s Day)
Offers corporate and social banquets.
Offers corporate and social banquets
PROMOTIONSMUSEUM CAFE
Discounts Restaurant offers frequent diner discount card
Degustation meals are offered at a discount.
Promotions Plenty of marketing tie-ups and sponsorships
Primarily via word-of-mouth.
Media promotions high frequency of print collaterals (tent cards, flyers, frequency cards, inter-resto promotions)- regular PR features- updated facebook account info & details
Mostly via print (magazine/newspaper features) and via social media (facebook)
CONCLUSION
Requirements M ‘ CAFE NINYO
Dress Code Casual-Formal Casual Formal
Customer Service Average Average
Menu Signature Dishes by Celebrity Chef
Signature Dishes by
Food Quality Good Quality Good Quality
Price Value for Money Value for Money
200
700-1000 700-1000
CONCLUSION
The Definition or Requirements of Fine Dining Experience in the Philippines is lower than International Standards
Menu Selection ( Product And Price ) And Location- Ambiance and Customer Profile are becoming the common determinant factors
Customer service is yet to be standardized and improved for a better fine dining experience