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Anyone’s Table,
everyone’s home
In Partial Fulfillment
Of the Requirements for Accounting Research Case-Analysis
Submitted by:
ANNA DOMINIQUE G. ACERET
MARILYN C. ACOB
NORELYN A. AQUINO
ANGELICA C. BALUCAS
CRISTELLE M. ESGUERRA
Submitted to:
MR. JONATHAN P. VERGARA
November, 2018
0
Introduction
Restaurant business was the leading media brand in the commercial foodservice industry,
with a focus of entrepreneurship, innovation and growth. Similarly, restaurants have always
played an essential role in the business, social, intellectual and artistic life of a thriving society
There were many reasons why people engaged in a business popularly in line with the
food industry. Some were interested in the business side and wanted to have a sustained income
but most people just really loved foods and liked being in the kitchen.
“Cooking is like loving someone, you do it with a lot of passion”. This passion led the
owners, Mrs. Remanel M. Esquejo-Paraiso and her husband Mr. Eduardo S. Paraiso Jr., to
establish “The Table” last February 18, 2018. In addition, the couple had a lot of food and travel
experiences together. The Table was created to serve everyone with a great taste of Filipino
foods and other countries’ delicacies especially Thailand, where they worked and gained cooking
experiences. As a piece of fact, most major events of life, personal and professional were
celebrated in restaurants. And “The Table” with a peaceful environment, brought people together
and made them feel at home. Hence, choosing the best location was an integral part of putting up
a business.
The restaurant was located at Bacarra St., Brgy. Quezon, Solano, Nueva Vizcaya. The
owners cited three reasons why they chose their current location. First, the place was peaceful
enough for the customers to unwind compared to the “centro” that was full of beeping cars, busy
people and pollution. Second, the parking space would not be enough if they established their
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business at the “centro”. Lastly, the rent expenses for the space of the restaurant would be too
costly. The cost of rental of their current place was P 8,000 per month. It was originally a house
that was renovated by the owner and was subsequently improved by the couple.
The owners started promoting their products and their business as well, through social
media, particularly on Facebook. It was also their way of reaching out the customers through
messenger. Fortunately with a few menu, the entity had a good feedback from the market. On
their opening promo, they gave 10% discount on all items in the menu and gave free drinks and
cakes that lasted for a week. The bestseller under the Thai Food was the ‘Mookata’[1] Thai
Hotpot. Almost all Thai rice meals attracted customers and ‘Sinigang seafood supreme’ on the
other hand, was the bestseller under the Filipino rice meals. The ‘Pad Thai’ [2] was popular for
those customers who love to eat pasta. ‘Spring rolls’ [3] and ‘Somtam’[4] were the favorite snacks
Managing a restaurant was also full of ups and downs. That is why a business plan is an
important blueprint that will guide and help the business to survive in the long run. On the first
two months of operation, the sales were consistently high but complemented with a declining
profit. At times, unexpected incidents really do happen. On the fourth month of operation, the
business was closed for the whole month because the owner, Mrs. Paraiso, lost her loving
mother. Due to this event, some of the customers thought that the business will not operate
anymore.
[1]
‘moo’ means pig or pork ‘kata’ means pan or skillet
[2]
A Thai dish of rice noodles that are stir-fried with other ingredients such as seafood, chicken, egg or bean sprouts.
[3]
An Asian snack consisting of rice paper filled with minced vegetables and usually meat, rolled into a cylinder and
fried.
[4]
A Thai dish of sliced sour fruits and vegetables and other ingredients which are pounded together in a mortar.
[5]
Shaved iced dessert.
2
In lieu with this, the owners found it difficult to start again. Nevertheless, with the
eagerness to serve their “ka-tables” once more, they started to reach out the market but it was not
enough to completely regain their customers. Thus, it resulted to lower sales during the months
Separating the business with personal matters entailed a lot of sacrifices. On the month of
August, the couple got married and the restaurant was closed again for two weeks. This
beautiful event opened a new chapter on their lives but unfortunately decreased the sales for the
said month. The sales were continuously declining on the following months that resulted to a
loss.
Despite of the negative profit, the owners continued to serve the best for their customers.
Since for them, it is only normal for the first year of operation to incur loss. In the present, both
of them were managing all the transactions of the establishment because the part-time worker
took his leave. In line with personally managing the entire restaurant, the owners tend to get too
3
The Table is a business restaurant owned by Mrs. Remanel M. Esquejo-Paraiso with her
husband Mr. Eduardo S. Paraiso Jr. that was established last February 18, 2018. The owners
named their business “The Table” to conceptualize the Filipino ties especially eating together
with the family. It was created to serve everyone with a great taste of foods of the different
countries like Thailand, Korea and our very own Filipino dishes. The exquisite restaurant was
Manpower was also an essential part of the business because they acted as the hands of a
company. Without them, the business would be a living corpse. The restaurant started with four
employees including them as the chef and assistant cook in the kitchen. Included in the jobs of
other employees were taking orders, accepting payments, serving and delivering foods, cleaning
and other jobs necessary to continue the business flow.The owners were very considerate when it
comes to their staff. They gave them a day-off once a week and getting their permission ahead of
time was enough for them when their employees have urgent matters to attend with. The table
was open every Monday to Saturday from 10 A.M- 9 P.M. and 2P.M- 9 P.M. every Sunday.
They were accepting reservations and deliveries but most were walk-in customers.
A good relationship with your supplier is just as important as having a good relationship
with the customers. It is vital to ensure suppliers meet the immediate needs of the business. The
owners acquired their suppliesof raw ingredients twice a week, especially seafood from
Dagupan, in line with the business of their younger brother .These supplies last for a week. Often
times, due to some natural calamities, the supplies were sometimes delayed. On the other hand,
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Though the restaurantwas only operating for less than a year including the zero-sales
month, they earned the trust and loyalty of regular customers due to the warm accommodation
MENU
5
6
The Table
Income Statement
For the Periods Ended February-September 2018
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Figure 1: 8- Month Period Financial Performance
FINANCIAL PERFORMANCE
70000
60000
50000
40000
30000
20000
10000
0
FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER
-10000
-20000
-30000
Figure 1 shows the financial performance of The Table for the first eight (8) months of
operation. It shows that sales are greater than expenses during the first three (3) months. Thus,
gave a positive profit to the entity. On the following months, the business incurred greater
8
Figure 1.1: Sales data from February to September
SALES
70000
60000
60000
55000
50000
40000
30000
30000
25000
20000
20000 15000
10000 12500
0
0
February March April May June July August September
As shown by Figure 1.1, the entity’s sales for the month of February started from
P30,000.00. From this month to March, the business had a 100% increase in sales. Then, the
entity had 8.33% decrease in sales from the month of March to April. Meanwhile, as seen from
the graph, the business did not have any sales (0% sales) for the month of May due to the
suspension of the business operation. The owners decided to resume their operations on the
following month. From the month of June to July, the entity had a 25% increase in sales. Then,
the business had a 50% decrease in sales from the month of July to August. Lastly, the business
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Figure 1.2: Expenses from February to September
EXPENSES
60000
51900
50000
49650
40000
33900 36150
31650
30000
20000
18300 18075
10000
8000
0
February March April May June July August September
As shown by Figure 1.2, the business entity’s expenses for the month of February started
from P18,300.00. From this month to the month of March, the entity had a 183. 61% increase in
expenses. From March to April, the business had a 4.33% decrease in expenses. However, on the
month of May, there was still a fixed cost amounting to P8,000.00 for the business rental fees.
Resuming the operations from the month of June, the business started to incur expenses again.
From the month of June to July, the business had a 6.64% increase in expenses. Then, from the
month of July to August, the business had a 50% decrease in expenses. And lastly, the business
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PROFIT (LOSS)
15000
11,700
10000
8,100
5000 5,350
0
February March April May June July August September
-5000 (5,575)
(8,000)
-10000
(11,150)
(13,900)
-15000
(16,650)
-20000
Figure 1.3 shows the profit of the entity from the month of February to March.
Commencing from the first month, the income was decreased by P 3, 600 and subsequently
decreased by P 2,750. However, the business started to have a negative profit (loss) from the
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Figure 2:Location of “The Table”
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Context 2: Industry Overview
The food service industry in which The Table was included describes those businesses or
companies that serve foods, meals or snacks for immediate consumption of thepeople,
particularly those consumers who are away from home. Not leading away from its definition,
The Table itself catered such customers but in a unique way. They decided to locate the
restaurant in a place far from the center of the town, maintaining their theme ‘Anyone’s Table,
Establishing a business in a large industry comprises of outside barriers that can affect the
entity in many aspects. There are two layers of external environment, the task and general
environment. The former has significant impacts on business. In terms of competitors, there are
restaurants that offer similar or substitute products such as, the newly established business at the
Hidden Garden. It involves different stalls that offer related foodstuffs. Other restaurants
compete for resources, since they used the same raw materials – meat, vegetables and other
ingredients for them to meet their recipes. Also, some competes for product quality. There are
restaurants that offer similar menu but they used secret formulas for their products. For instance,
the samgyeopsal [1] of The Table tastes different with other restaurants which also offer the same.
Furthermore, various restaurants offer better customer service like warm accommodation and
assistance.Good relationship between the owner/staff and customers has an impact towards the
business, especially in the economic aspects because they are the oneswho pay for the products.
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In this aspect, The Table has a good relationship with its customers and superior in giving
them contentment. Also, the affiliations of the entity to its suppliers which provide resources for
the business (e.g. raw materials) affect the entity. In addition, direct contact of the entity to its
supplier builds strong bond between them. The Table has an advantage in this phase because as
mentioned above, the owners acquired seafood in line with the business of their younger brother
in Dagupan. Lastly, the regulators that have potential control and can influence the business’
policies and practices. Every business must comply with the different regulatory agencies that
necessitate those requirements. With regard to this, The Table was a BIR registered entity that
complies with the SEC for its protection as well as the public.
For the general environment, it consists of the Political/legal environment in which there
are ordinances that require firms to operate under competitive conditions and to protect
consumer rights. The Table operates legally and was a socially responsible business that
overlooks the impact of their operations on the surroundings and the community as a whole.
Also, new technologies help the business for the development of new products and improvement
of services for the customers. The said restaurant is not technology ignorant since it adopted new
customers to travel faster to the location. Likewise in communication, media makes it easier for
the business to reach the customers like the Facebook page of The Table. These technological
advances result in improved product quality and services but lesser cost. Another aspect under
[2]
Chinese cooking method, prepared with a simmering pot of soup stock at the dining table, containing a variety of East Asian
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As we all know, demographic trends and lifestyle of the peoplechanges. Nonetheless,
The Table was flexible enough to deal with its customers’ wants. This feature is the very reason
for the restaurant to cater not only young or adult but everyone who wants to experience home.
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Context 3: Additional Context
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
The table 1 shows the internal and external factors of The Table. There were seven (7)
strengths, six (6) weaknesses, seven (7) opportunities and five (5) threats identified in the
restaurant.
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Table 2: INTERNAL FACTOR EVALUATION MATRIX (IFE)
Weaknesses
1. Little emphasis on marketing plan 0.14 1 0.14
weighted score of 0.56 and the weakness “Little emphasis on marketing plan” with a weighted
score of 0.14 got the highest weighted score. On the other hand, the strength “Manageable
internal conflicts” and the weakness “Lack of issuance of official receipt (OR)” got the lowest
weighted score of 0.12 and 0.06 respectively. As you can see in the table, the total weighted
score value is 2.57, which exceeded the average weighted score of 2.50.The business’ internal
position is better.
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Table 3: EXTERNAL FACTOR EVALUATUON MATRIX (EFE)
Weight Rating Weighted
Score
Opportunities
1. Potential decrease in raw materials. 0.05 3 0.15
2. Establishment of wifi connection 0.04 3 0.12
3. Increasing demand for outside-country delicacies 0.09 3 0.27
4. Customer loyalty 0.11 4 0.44
5. Increasing trend for Healthy foods 0.08 3 0.24
6. Good commendation from the customers 0.13 4 0.52
7. Increasing number of career persons who don’t 0.07 3 0.21
have time to cook meals
Threats
1.Emergence of competitors with similar menu 0.11 1 0.11
2. Competitors located at the center of the town 0.10 1 0.10
3. Location and accessibility of the business 0.14 1 0.14
4. Rising price of ingredients or raw materials due to 0.05 2 0.10
inflation
5. TRAIN Law 0.03 2 0.06
Total 1.0 - 2.46
The rating values are as follows: 4= major opportunity, 3= minor opportunity, 2= minor threat
and 1= major threat
As shown by table 3, the restaurant’s opportunity “Good commendation from the customers” and
the threat “Location and accessibility of the business” got the highest weighted score of 0.52 and
0.14 in that order. In contrast, the opportunity “Establishment of wifi connection” and the threat
“TRAIN Law” got the lowest weighted score of 0.12 and 0.06 accordingly. Also, theentity got a
total weighted score of 2.46 which means that the restaurant was not responding well to
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Table 4: COMPETITIVE PROFILE MATRIX (CPM)
The rating values are as follows: 4= major strength, 3= minor strength, 2= minor weakness and
1= major weakness.
The table 4 shows that The Table has a higher total weighted score of 3.06 compared to
the Hidden Garden Food Park of 2.52. Both establishment scores more than 2.50, thus, it met the
Both establishments exemplify its major strength from its “Product quality”, but The
Table has a greater weighted score of 0.52 compared to the Hidden Garden of 0.39. On the other
hand, the major weakness of The Table was the “Advertisement” with a weighted score of 0.18,
while Hidden Garden’s major weakness got a weighted score of 0.10 which was the “Customers’
satisfaction”.
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Figure 3: PORTER’S FIVE-FORCES MODEL
Threat of New
Entrants
Emergence of new
restaurants such as some
stalls at the Hidden Garden
Food Park
Threat of Substitutes
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HIGH LOW
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AlternativesCourses of Action
ACA 1: To add more social sites like instagram, twitter and youtube.
ACA 2: To move to a more strategic location that can capture the target market.
ANALYSIS:
ACA 1: To add more social sites like instagram, twitter and youtube.
From the beginning, social media has had an important impact on all of us. Social media
started out as a method for people to either connect or reconnect with each other. At this point,
social media has become much more. Businessmen use this media to successfully grow their
companies and to get their word out in a tremendous way. It was considered as one of the most
effective marketing approach that uses social media and traditional marketing in tandem. Thus,
social media sites plays a big role in achieving a greater number of customers by giving them the
important information on the things they need to know about the business.
Advantages Disadvantages
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ACA 2: To move to a more strategic location that can capture the target market.
market itself. A business with a storefront on a busy street is more likely to attract customers with
signs and storefront displays than a business that is not in a busy area. A business’ location can
affect the competition it faces from businesses that sell similar products and services.
Advantages Disadvantages
When starting a business, one of the key visual elements you should consider is following
your branding design and creating an attractive sign for your business. Signs are not only useful
tools but they can also become a visual and inanimate salesperson for your business.Also, it can
be an essential component of a business's overall marketing strategy. A sign that contains the
company’s logo can help reinforce its brand. It was also used to draw attention to promotions and
to convey information about the business. Because an exterior sign is visible 24 hours a day, 365
days a year, its exposure is prominent and continuous. It’s the most common method used in
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Advantages Disadvantages
Easier to locate the business People who do not know how to read
comes to marketing.
The broadcasting industry has changed over the years, from a system of only a few television
and radio networks and affiliates to an ever-increasing variety of specialty stations. All of these
options have given broadcast marketing professionals more opportunities to promote products
and services by utilizing these networks in order to gain viewers' and listeners' attention.
Broadcast marketing techniques include not only traditional commercials, but also product
information collected by broadcast and marketing companies. Consequently, the viewers will
have an actual idea of what your business is all about. Also, it will give them a feeling of
Advantages Disadvantages
business with precise information Not all people listen to radios and
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ACA 5: To establish a more impressive signature dishes to the public.
should be unique and allow an informed gastronome to name the chef in a blind tasting. It can be
thought of as the culinary equivalent of an artist finding their own style, or an author finding
entity to give a unique trademark or signature dishes that will catch the attention of potential
customers.It is also a way of promoting the uniqueness of the business and reaching a more
diverse customers.
Advantages Disadvantages
DECISION MATRIX
To understand the analysis above, we will rank the ACA’s one by one using four
categories namely, effectiveness, efficiency, ease of implementation and cost. This will enable us
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Conclusion/ Solution
The tables presented at context 3summarizes the issues and challenges of the business
entity. It was discovered that the major weakness under the IFE was the “little emphasis on
market plan”, “location and accessibility of the business” was the major threat under the EFE and
“advertisement” was the downside of the entity compared to Hidden Garden Food Park.
Considering all the matrices used, it was therefore concluded that poor marketing strategies in
promoting their current location was the core problem of The Table.In view of the Decision
matrix above, it is thereby recommended that ACA 2 (To move to a more strategic location that
can capture the target market.) would be best suited to address the main problem in the case.
PLAN OF ACTION (To move to a more strategic location that can capture the target market)
8 Advertise the business to the public for Owners and advertisers 1 week
the opening.
9 Grand opening. Owners and employees 1 day
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Recommendations
From the findings, the following are highly recommended to the owners to solve other issues
of the business.
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