A.

Executive Summary
Every Delight is the leading fast food restaurant which have a high-quality worker that serve the
consumers wants and needs. It provides a food and drinks such as chicken, burger, fries and
smoothies. Every Delight wants to be a reliable experienced in developing and transforming the
fast food market locally and globally.

OUR VALUES
Every Delight is guiding by the core values of passion, integrity and teamwork that promote an
atmosphere of trust, continuous learning and empowerment.

MISSION
To be the best fast food in the country consistent quality products and excellent customer
focused service.

To satisfy the crave of our customers by offering the best food, service, and ambiance in every
special moment.

To be the best job offer that consumer perceived as high-skilled worker

To strengthen human spirit and make the work purposive with fun.

To constantly strive to be the best we can be to the consumers.

VISSION

Every Delight has a highly motivated employees exemplifies dedication and

balances yardwork with fun, making us the employer of choice. We have a culture that
values teamwork, integrity, accountability, and social responsibility. We inspire and
empower our employees to grow and realize their full potential.

Background of the Company

Mr. Dindo Magallano is the founder of Every Delight Fast Food Restaurant, he has a partnership
of Ms. Ellen Del Castillo, they start up to loan in a bank with his asset, they loaned 10 Million as start-up
capital and established a firm in Sandigan, Quezon City near Ever Gotesco, Commonwealth Quezon City.

B. Market Research
a. Total Size of the Market
b. Total Size of Potential Market
- As a fast food restaurant, every consumer has a opportunity to eat in the
restaurants.
c. Growth Rate of the Market
- The industry reverted back to its bullish growth in 2010 with 9.1 percent. The
sustained positive growth of the industry during the last decade can be attributed to
the robust performance of the restaurant sector, particularly the fast food subsector
 given that approximately 80 percent of the restaurants in the country are classified
as fast food. Based on a report released by the Department of Primary Industries–
Victoria, Australia, the Philippine Fast Food subsector is valued at USD 3 billion, with
growth rates ranging from 10% to 15% in the last decade. This subsector is immune
to most economic turmoil given its large pool of consumers, ranging from middle
class workers to wealthy local and expatriate customers. In addition, the fast food
industry has managed to capture high-end restaurant goers when general prices are
rising; this was said to be evident during the GEC, according to IDEA.
d. Consumer Demographics
- The BBC Good Food Nation Survey found that most people ate fast food on average
two days per week. But in the 16 to 20-year-old category, one in six ate fast food at
least twice a day, with one in eight among 21 to 34-year-olds eating as frequently.
The study of more than 5,000 people found that half of them thought "a meal isn't a
meal without meat".
e. Consumer Preferences
- A number of restaurant operators would prefer to have customers call them to
make a reservation, but many customers prefer the convenience associated with
online reservations. Online reservations are considered to be significantly faster and
give customers the ability to contact the restaurant when they want.
f. Consumer Satisfaction
- To further elevate customer satisfaction, fast food recognizes the growing consumer
group of millennials, especially those coming from the emerging middle class. The
increasingly on-the-go lifestyles of millennials are a huge opportunity for fast food
consumers to
g. Consumer Buying Behavior
- The factors that affect consumer buying behavior was the social media. The survey
found that two in five people aged 21 to 34-year-olds had posted a photo of a meal
they had cooked, on social networking sites such as Instagram. A third had posted a
photo of a meal they had eaten in a restaurant. And almost one in three have been
inspired to cook a meal after seeing a photo on social media. Also, 43% in that age
group used the internet on their mobile phones to find a recipe while 26% will
follow a video recipe on their phone. The same proportion of people were
influenced by YouTube when purchasing food.
h. Price and Sensitivity Analysis
i. Distribution Level
- Restaurants have four basics ways to distribute their inventory, the telephone
method, call centers, online or mobile through their own website or application or
online or mobile through general third-party reservations sites or applications.
C. Market Segmentation
- Every Delight targeting the students as a primary market. A place in the Ever
Gotesco Road is the place where youngsters used to hang outs after school and
employees used to eat during their break time.
- Every Delight secondary market segment is the employees. With so many shopping
malls near in the Quezon City area.
D. Market Targeting
a. Market Evaluation
i. Strengths: Serving healthy beverages such as fruits and vegetables
Generation targeting like youngsters
Transparency of Food preparation
Adaptation of local foods menus
ii. Weakness:
Employees knowledge towards new food serving
Unpopular company
iii. Opportunities:
Increasing demand of healthier food
Changing customer habits and new customers group
Home meal delivery
iv. Threats:
Competition of top fast food competitors
Competition with similar food menus
Changes in government regulations

v. Target Market Selection

- As stated, Every Delight intends to cater to the bulk of students and employees near
Ever Gotesco Commonwealth. Every Delight chosen this group for several important
reasons such as, Every Delight has a value meal with nutritious food and the services
sincerely effort to serve the youngsters. It is goal to be the extraordinary services
and believe that the group of students and employees are limited or fixed incomes
and seek a value/price relationship that will stretch their budgets.
E. Market Positioning

Product: Every Delight will have the nutritious food including imported cheese,
organic vegetables and meats. The product will also be developed to enhance
presentation.

Service: Customer Service will be the priority. All employees are having the most
pleasant dining experience. All employees has a quality and degree that will under
the recruitment process, and will go through an extensive training program.

F. Developing Mix Strategies

a. Product/Services
- The primary needs of people such as food, Every Delight come up with the idea of
fast food but nutritious food and serve with extraordinary services. Every Delight
has a:
- Products:
1. Chicken that has a marinated of veggie sauce
2. Smoothies with fruit flavors.
3. Brewed Coffee
4. Camote Fries
 5. Burgers and Sandwiches

Services:

1. Menu Board in each desk

2. Beep Menu connected to the kitchen
3. Crews has a nutrient uniform
4. Hand Sanitizers in every area
5. Wireless Fidelity
6. An advanced order using Gcash and Paymaya and will be pick up by customers.

b. Promotional-
- Every Delight promotes their products into social media by using application such as
Website and Facebook.
- Flyers will be given in front of restaurants.
- Every Delight has a bundle pricing and buy 1 take 1 during holiday events such as
Valentine’s Day.
- Every delight has a partnership to the agency that will help every people to connect
in the job offer. This will help the company to enlarge their market.
- It also has a three food carts that will be placed in New Era Elementary School,
Commonwealth High School and Batasan National High School.
c. Place
- Every Delight will be located near Ever Gotesco Malls where in condominiums are
also emerging on that area. The possible target customers are students and
especially shoppers from the said mall. It will offer home delivery services for its
customers.
d. Price
- Every Delight will be offering different types of payments like direct to the counter
(cash) and for the delivery company has a GCash and Paymaya.
- Every Delight does offer a discount to the Senior Citizens and Person with Disability.

G. Budgeting Marketing Strategies

Start-up Funding:
- The Company will be owned by two original founders, who will each
contribute 4 million and 6 million pesos for the same amount of share, 50%.
Start-up Funding
Start-up Expenses to fund Php. 7,000,000.00
Start-up Assets to fund for Php. 3,000,000.00
development
Total Php. 10,000,000.00
Planned Investment
Ellen Mae Del Castillo Php. 4,000,000.00
Dindo Magallano Php. 6,000,000.00
Total Php. 10,000,000.00

H. Implementing, Monitoring and Reviewing the Marketing Plan

Every Delight focus on promoting their advocacy and have a relationship to t