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The unparalleled relationship of Filipinos with food made them enjoy
taking several snacks in between the three-meal everyday servings. Street foods
is one of the best choices when having snacks or "merienda" during the late
afternoon, especially. With friends, with family, with your partner or even if you’re
single, anyone won’t hesitate to eat out alongside for street foods. This type of
food wouldn’t require you to have hundreds amount of money to get the full
satisfaction you’re needing. It is easy to spot in the streets, very convenient
because it is usually on the sticks and even affordable that almost anyone can
buy it. For every barkada bonding, date with your partner, and what we called
"pantawid-gutom food" the street food will always be present on the list.

Street food is a ready-to-eat food or drink sold at the streets or other

public place, such as a market or fair, by a hawker or vendor, often from a
portable stall. Street food vendors can be found practically everywhere – outside
school, beside the church, at the street corners, inside jeepney or bus terminals,
etc. The most common street food in the Philippines are adidas, atay, isaw, IUD,
Walkman and Betamax. Some name these food in a more straightforward
like atay or liver and isaw or intestines, but we have to hand it to Pinoys for the
creativity when it comes to street food nomenclature. Adidas, a brand of
footwear, refers to chicken feet; Walkman, a sound-listening device, refers to
pig's ears. Chicken intestines supposedly resemble IUD, or an intra-uterine
device, while cubed coagulated animal (pig or chicken) blood look a lot like
Betamax cartridges. In the 1950s, when livestock supply was abundant, street
food vendors opted to sell more expensive cuts of meats, like pork or chicken
barbecue, but when the economic crisis hit the country in the 1970’s, the
discarded parts—guts of chicken, pig, and even cows—suddenly became
valuable. Other not easy to hide street food from every Pinoy's eyes and one of
the most favorite are kwek-kwek and tokneneng. Kwek-kweks are quail eggs
coated in orange batter made from mixing annatto powder, flour, and water.
These are later fried then served with vinegar, salt, and chili peppers.

The tokneneng is prepared the same way, but with hardboiled chicken eggs. The
very overrated and one of the most favorite street food of the most Pinoys are
fish balls, squid balls, chicken balls and kikiam. Fish balls are made from
pulverized cuttlefish meat or Pollock. The pulp is shaped flat before being deep
fried then skewered. You can dip them in sweet or spicy vinegar sauce. Squid
balls and chicken balls are prepared the same way. These are just some of the
street food that most Filipinos enjoy up to this day because of its affordability,
satisfaction and convenience.

The food service industry in the Philippines is growing at a phenomenal

rate. Alongside of this is the insatiable demand for food that comes from the
enormous population of 106.5 million. The food service industry is seen to
expand in tandem with the growing population and rising incomes of the major
scale of the population. In line with the growing phenomena, there are some
trends in the industry that poses many opportunities to put up a food service
restaurant. One of these is having more foreign competition. The market today is
more open to brands coming from Japan, Taiwan and South Korea. Which is
highly patronized by many consumers is the unlimited Korean barbeque. Another
trend in the food industry is the evolving Filipino food. The influx of foreign brands
will compel homegrown Filipino concepts to up their game not only in food quality
and dining experience but also in terms of recipes and presentation. In other
words, Filipino cuisine will evolve quickly. This evolution of the cuisine will be
how retailers of Filipino food will remain competitive amid stiff competition among
foreign brands and an environment where the standards of quality are constantly
on the rise. This means that the food service industry will continue to show
tremendous growth over the next few years on the back of our strong, adoptive
and consumer lead economy.

Tuhog Ave: The Unlimited Street Food is a food service restaurant that
offers a variety of street foods transferred into a proper eating location that is
uniquely conceptualized to be a cook-it-yourself dine-in restaurant. This new
venture of food service restaurant will be incorporating the grilling and frying pan

on the customer's own table where they can cook their favorite unlimited street
food for a given hours period. In Tuhog Ave: The Unlimited Street Food, families
and friends can now enjoy their favorite food hang out without any hesitation
about the sanitation of their food for the Tuhog Ave. will give the customers the
assurance of quality food ingredients, just-in-time supplies stock, well-maintained
cleanliness of utensils used and cooking place. Tuhog Ave: The Unlimited Street
Food will provide a combination of excellent service, good food at value pricing,
with fun preparation, perfect hangout location and favorite unlimited street food.

Tuhog Ave: The Unlimited Street Food will entice our key customers that
are aged from 15 to 35 years old to bring their families and friends who also love
to eat street foods. They will experience our innovative food service environment,
quality street food, organized assortment of food display and with deliciously
mixed dipping and sauces. This unlimited street food restaurant will be
strategically located to the places around and near universities and urban areas
like university belt in Manila and inside food parks. Where barkadas and families
can hang out, bond and have fun. This food service restaurant can be their go-to
place whenever they are craving for their favorite street foods.


Our Mission
To provide the customers good quality of food ingredients, well-sanitized street
food, good service, value for money, and bringing happier moments with their all-
time favorite street food.

Our Vision
To be the first cook-it-yourself, all-you-can-eat street food and go-to restaurant of
every families and barkadas in the Philippines.

 To serve good quality ingredients and well-sanitized street food.
 To provide our customers with good service and value for money.
 To gain profit and expand the business on strategic food offered, time and
 To create great brand image and awareness in the market.
 To heighten the competitive environment with innovative concept to use
as the business' leverage.
 To promote Filipino culture through the well-loved street foods of Filipinos.
 To be a bonding spot or a hanging out place for group of friends and
 To build a relationship with our customers through our well-trained


A. The Problem worth Solving

1. Food Necessity

Food can be defined as anything edible that can de solid, semisolid or

liquid which when swallowed, digested and assimilated in the body, proves useful
to it. These substances not only keep the person alive, but also provide energy
used for growth and development, regulate the body processes and protect the
body from diseases. Food is an essential part of everyone’s lives. It is and
always been a necessity of life. It gives us energy and nutrients to grow, to be
active and to be healthy. The food we eat contains carbohydrates, proteins, fat,
vitamins and minerals which are useful for the bodies to continue its activities

every day. Humans have to eat, we even like to eat; eating makes us feel good, it
is more important than sex. And to ensure the genetic survival that sex urge need
only be satisfied a few times in a lifetime more than the hunger urge that must be
satisfied every day.

2. Food Sanitation

Millions of people are affected each year by a foodborne illness. It is

commonly called “food poisoning” which is disease transmitted to people by food
or water. But how does food become unsafe? It maybe from purchasing food
from unsafe sources, from poor personal hygiene of employees, through time-
temperature abuse, or maybe through cross contamination. The street foods play
an important socioeconomic role in meeting food and nutritional requirements of
city consumers at affordable prices. However, the number of food poisoning
notifications rose steadily worldwide since the inception of E. coli O157:H7
outbreak in the 1980 to date. This maybe partly attributed to improved
surveillance, increased global trade and travel, changes modern food production,
the impact of modern lifestyles, changes in food consumption, and the
emergence of new pathogens. Consumer’s knowledge and attitude may
influence food safety behavior and practice. While street vended foods are
appreciated for their unique flavors as well as their convenience, they are also
important in contributing to the nutritional status of the population. In contrast to
these potential benefits, it is also recognized that street food vendors are often
poor, uneducated, and lack knowledge in safe food handling, environment,
sanitation and hygiene, mode of food display, food service and hand washing,
sources of raw materials, and the use of potable water.

3. Uplifting of Filipino Culture

“Hallyu” refers to the “wave” of the popularity of South Korean

entertainment and culture starting in the late 1990s. It reached the Philippines
with the first Korean telenovelas aired locally in 2003. The Korean Cultural
Center in Manila recently organized Hallyu sa Pinas, a forum about the impact of
the so-called “Korean Wave” in the country, where Korean Cultural products are

becoming increasingly popular. In addition, the current refrain of many Filipinos
diners when asked about their current food of choice has been samgyeopsal,
sometimes shortened to just “samgyup” and literally translate to grilled pork belly.
Samgyeopsal continues to top lists of local food trends for more than a year
already, with value for money being the major reason why diners prefer this style
of dining. Filipinos’ loves chicken and pork that is why the Korean barbeque is
very popular. Additionally, offering it at a very low price and in unlimited portions
add to its over all appeal.

B. Solution
1. Food Necessity

The business Tuhog Ave: The Unlimited Street Food is technically

belongs to the food industry and it is involve in serving food operating in a daily
basis for customers in an unlimited portions. The business can provide additional
choice where they can eat and where they can find their favorite food to eat. The
business is assuring every customer to have the satisfaction they are needing
through every serving with nutritional attributes for their daily activities. The
business also wants to provide the fulfillment and respond to their cravings and
need for food with delicacies, quality and satisfaction.

2. Food Sanitation

The word sanitation is derived from the Latin word santias, meaning
“health.” Applied to the food industry, sanitation is defined as “the creation and
maintenance of hygienic and healthful conditions.” It is application of procedures,
methods or system to provide wholesome food processed, prepared,
merchandised, and sold in a clean environment by healthy workers; to prevent
contamination with microorganisms that causes foodborne illnesses; and to
minimize the rapid increase of number of food spoilage microorganisms. The
business Tuhog Ave: The Unlimited Street Food will effectively build sanitation

process of food as a food service business which means that all of the
procedures described above are helpful to accomplish the stated goals of

3. Uplifting Filipino Culture

Street food in the Philippines is undeniably part of every Filipino eating

culture. We were colonized before and now many influences of culture and
cuisines coming from other countries are invading the Philippines, such as, in
terms of cuisines, is the unlimited Korean barbeque. The business Tuhog Ave:
The Unlimited Street Food is encouraging and motivating that our very Filipino
owned street food will never go out of style when it comes to eating choices of
every families and friends bonding. The business will sure give that nostalgic
effect for the customers who will come by and eat in the restaurant because of
the every serving of very famous street foods such as kwek-kwek and
tokneneng, the fish balls and squid balls, as well as the barbeques which most
people love. For example the Betamax, isaw, Walkman, and IUD. The Tuhog
Ave. will help give that hype and new impression for the street foods in the

C. The Relation of Problem and Solution

The Tuhog Ave: The Unlimited Street Food, the business, provide
possible problems worth solving and their possible solutions. The business
believes that these problems and solutions are vital in identifying the business’
purpose as a food serving restaurant, effect and benefits to its customers and
growth as the business get along through daily operations. The problems and
solutions are giving the business a horizontal view of how is the business going
to inspire itself from operating daily and providing good and quality service to its
customers. First is the food necessity. Essentially, food is a basic physiological
need in order for an individual to acquire energy to work every day. Food is
essential and the Tuhog Ave. is providing that need to its valuable customers.
Second is the food sanitation. Food sanitation is a growing concern in the parallel
lines of street foods. The Tuhog Ave. will show another impression of how and
where street foods are prepared and processed and give a perception that street
food are nutritious and healthy for its customers. Third and last is uplifting the
Filipino culture. The business noticed that there is so much growing demand for
unlimited Korean barbeque in the Philippines and always preferred by many
Filipino diners. The street foods industry is not turning down but it is getting
below and lower the Korean barbeque. The Tuhog Ave. firmly believes that
Philippines’ street food has a kick to level their competition with the booming
Korean barbeque.

D. Future Plans
1. Expand Menu

Customers will always look for something new, more choices and variety
of food. To expand the menu, while maintaining the great taste of the food is one
of the best action to make and plan for. Aside from our current list of food to offer,
we will add more which will come from the suggestions of our valued customers.

2. Branch out

One of the measure of a business's success is branching out. Like any

other businesses, one of our plan is to have other branches and manage them all
well, ensuring that it has the same sanitation, quality and excellent service like
the original branch. Tuhog Ave. targets to have different branches around Manila
then later on different cities of the Philippines.

3. Adding Merchandize

Tuhog Ave. will not be limited to a 'cook it yourself' street food. As our
business grows, we plan to have a merchandise business also, which features

street foods in form of keychains and plushies. The said merchandise will be
located at all Tuhog Ave. branch.


A. Market Segmentation
1. Demographic Segment
On the market segmentation, specifically for demographics, we target our
customer in a wider perspective since in the Philippines, street food is more than
just a convenient food source; in fact, it is an integral part of the landscape and
culture that lies between on every Filipinos. Our target market on the
demographic segment, the age bracket is 15 to 35 years old, teenagers to young
adults for the fact that market from 35 and beyond are more health conscious
and mindful to what they are eating. Acabo, et al. (2010), stated that teenagers
nowadays are fond of trying new dishes with obvious disregard to safety and
food’s content because they want to know how adventurous their appetite will be.
According to the United Nations Food and Agriculture Organization, some 2.5
billion people around the world are eating street foods every day. The business
also have target market with all genders since it is a food which is one of the
physiological needs base on the Maslow’s hierarchy of needs.

The business target the market that have a Php 4,000 to Php 8,000
allowance a month for the students market and for the workers or young adult
market they have a salary income of 15,000 to 20,000 a month. Bhat (2000)
reported that street foods are inexpensive and available that in many countries,
they form an integral part of the diet because they are consumed with regularity
and consistency across all income groups, particularly among the urban poor.

“Among the lower income groups in several developing countries, 50 to 70
percent of household earnings are spent on street foods,” Ian Steele reports.
However, some rich people are also doing binge eating alongside the streets of
Metro Manila because studies have shown that even the rich visit street food
vendors, sometimes for a special and popular type of meal prepared by a
particular vendor.

2. Geographic Segment

The business, Tuhog Ave: The Unlimited Street Foods, is targeting the
market in the locations near and around universities and colleges in Metro
Manila, Philippines. Because base on our key customers, they are students
(group of friends or “barkada” and families) who has the buying power and
affordability of our food service. As well as the business’ target location is inside
the food parks within Metro Manila, Philippines for it is better to get near the
competitors where the target market are located which are individuals or group of
individuals who likes to eat outside.

3. Psychographics Segment

The business’ psychographics segment of market are individuals who

loves to bond with family and friends. In terms of this segment, it is really true
that many people, especially a family or a group of friends tend to go outside and
eat street foods rather than eating at home because it lessen the energy, money,
time spent on cooking or preparing of foods. It can also be seen not just here in
the Philippines, but also in the other country. In Kuala Lumpur, Malaysia, almost
25 percent of household expenditure is spent on street foods according to
UNFAO. While in Bangkok, Thailand, 90 percent of the people eat most of their
meals outside their homes.

4. Behavioral Segment

In terms of behavioral segment, the Tuhog Ave.’s target market are people
who likes street food, people who likes to be on trend, and people or head of
families who have work and have no time to cook at home.

B. Target Market Segment Strategy

1. Market Needs
The area around university have a vast selection of street food however,
most of the consumers are considering food sanitation without sacrificing their
tight budget. Tuhog Avenue intends to cater primarily the bulk of teenagers and
youngsters. The business have identified the needs of their target market as the

1.1 Loves to eat different types of Filipino street foods

According to online journal research, street foods is an integral part of the

landscape and culture of Filipinos. They are known to enjoy the average three
meals a day. Street food is a significant part of urban food consumption for
millions of low and middle-income consumers in urban areas on a daily basis. It
is inexpensive, accessible, and it provides a somewhat nutritious and balanced
meal, if consumed properly.

1.2 Wants to experience new food trends

As the country become more globally open, Filipinos are considering

different culture and experience them. Food industry seized this opportunity to
effectively market their brand and gain higher profit.

1.3 Insists upon a proper sanitary standards

A research in LPU in 2015 stated that teenagers nowadays are fond of
trying new dishes with obvious disregard to safety and food’s content. Because
of such adventurous appetites, they often expose themselves to the risk of food-
borne illnesses that are so commonplace in street food consumption.

1.4 Enjoys eating out in group

Filipino value relationship either with families or friends, and talking while
eating is the way of bonding.

2. Market Trends
The cook-it-yourself model, an endless supply of sides, and long queues
inspired the idea of Tuhog Ave. This trend begin as Filipinos has always been
welcoming of foreign trends and culture. As such, Korean culture and trends as
seen in Korean dramas have invaded and been deeply rooted in Philippine
society today. Korean dramas have greatly influenced the aspects of Filipino
lifestyle especially the food. Most Korean dramas showcase the exquisiteness of
Korean cuisine, influencing its viewers to crave the experience of Korean food.
Samgyeopsal are one of the most popular Korean dishes in the Philippines.
This is where street food comes in. Filipinos like having access to a quick
bite anywhere, anytime. The Filipino values of having passionate relationship
with food and finding ways to still enjoy food without costing an arm and a leg
and the best way to understand the Filipino food culture is by looking to the
streets. Street food vendors can be found practically everywhere – outside
school, beside the church, at the street corners, inside jeepney or bus terminals,
etc. They are popular to people from all walks of life – but especially to the one
who has to keep a tight budget.

Tuhog Ave have seized the opportunity to generate the idea of combining
street food and samgyeopsal. Technically, the restaurant features Filipino street
food but in a cook-it-yourself model. Within each country, you will find many
unique styles of street food which pay homage to the rich history of the countries
in the region. The Philippines is no exception – street food is deeply embedded in

the countries culture and is still loved by many Filipinos to this day. Tuhog is the
Tagalog word for poke. So falling under this category, are deep fried street foods,
eaten by taking a pointed skewer and “poking” or sticking it through the pieces,
and then dipping it into your preferred sauce.

3. Market Growth

Philippines foodservice market is growing at a CAGR of 4.5% during the

forecast period 2019-2024. This market offers a variety of services provided by
self-service restaurant, full-service restaurant, and fast food. However, self-
service restaurant in the Philippines are more appealing to the mass consumers
for its rich choices of dishes at competitive pricing among the chained

Thus, many people in Philippines prefer to make frequent small purchases

at convenient locations. Those with little or no income depend almost exclusively
on food supplied by street food vendors. Street foods are a bargain for customers
when the demands of time and costs of food, fuel, cooking equipment and
transportation are taken into account. The consumer's purchasing power is
averaging up to 40 percent on street foods that give way to the rising potential of
the starting business Tuhog Ave.

C. Key Customers
The key customers of the business are individuals aged from 15 to 35
years old, male and female sexes and that has an income of Php 15,000 to Php
20,000 a month for young adults or individuals who have a job and Php 4,000 to
Php 8,000 money allowance a month for students or teenagers target market.
The business is also targeting those customers who lives or stays in the locations
near and around the universities and colleges as well as who eats in food parks
all over Metro Manila, Philippines. The primary key customers of the business
are those customers who loves to bond with family and friends or “barkada.” In

addition, the business also have a key customers who likes street food, people
who likes to be on trend, and people or head of families who have work and have
no time to cook at home.

D. Future Markets
The Tuhog Ave: The Unlimited Street Food plans beyond the present. As
the business’ future market, as per future plans, the business is planning to
target those individuals who lives in other cities around the Metro Manila,
Philippines then later on different cities of the Philippines. With the same
demographic, geographic, psychographic and behavioral segments descriptions.
As well as, the business wants to explore on the other age bracket such as the
lower ages from 14 years old and above ages from 36 years old, of all social
status who affords the food service and with flexibility of social roles and
statuses. Incorporating the same management system, sanitation, quality and
excellent service so that the customers will have the same customer experience
with the original branch.

E. Competition

1. Competitors and Alternatives

These are the possible rival against our business and instead of viewing it
as a competition or as an obstacle, we see it as an opportunity. In fact, it is just
like a healthy rivalry that challenges us to work smarter with the resources we
have. To do so, we have to leverage our team’s unique talents so that
competitors wouldn’t dare to challenge us. Even if other companies in our
industry attempt to undercut our prices and steal our customers, we’ll think
positively about ways they can help us grow up. We have are ways to maintain
our status and we have our competitive analysis to extend our understanding to
our target customers, their needs and how well they are being served.

1.1 Direct Competitors

Samgyeopsal actually translates to grilled pork belly. The proper term for
Korean barbecue is gogi-gui, which involves cooking meat, usually pork, beef, or
chicken, on built-in gas or charcoal grills. Meat is usually eaten accompanied with
grilled onions or garlic and wrapped in lettuce or perilla leaves. Side sauces
include ssamjang (soy bean paste and chili gochujang) and gireumjang (sesame
oil, salt, and pepper).


Samgyeopsal actually translates to grilled pork belly. The proper term for
Korean barbecue is gogi-gui, which involves cooking meat, usually pork, beef, or
chicken, on built-in gas or charcoal grills. Meat is usually eaten accompanied with
grilled onions or garlic and wrapped in lettuce or perilla leaves. Side sauces
include ssamjang (soy bean paste and chili gochujang) and gireumjang (sesame
oil, salt, and pepper).


Street foods are everywhere – so common that they blend into the urban
scene and are not really noticed. They are available around factories, offices,
schools and universities, transit points and markets. With more people joining the
labor force and working away from home, street foods are the most access
source of nutrition.

The vendors were serving or selling cheap foods, their stalls either filled
Fish Balls, Kikiam, French fries, Chicken Balls, and many more with all shapes
and sizes, or were selling large quantities of one item. Other popular goods for
street vendors include manufactured products, clothing, stationary, and offering
grooming services.

1.2 Indirect Competitors


Revolutionizing the way Filipinos eat and appreciate comfort food,
Cabalen Group of Companies is the leading Filipino buffet and casual dining
restaurant in the Philippines with a total of 70 outlets and growing. A Dominant
player in the Philippines, Cabalen enjoys significant market share in the buffet
segment. The Company has also embarked on expression in the US, with its first
branch in San Bruno, California.

Established by Ms. Maritel Nievera, Cabalen started as a cook-to-order

catery "Ituro mo, Iluto ko" in Pampanga. It later grew into an eat-all-you-can
buffet restaurant in West Avenue, Quezon City, which opened in 1986. At
Cabalen, the dining experience doesn't stop at just good food -- diners also get to
enjoy time with family, making it a top of mind restaurant for important family
occasions and celebrations.


Mang Inasal’s authentic fusion of traditional Filipino cuisine with the dine-
in concept. Famous for its native-style and “nuot-sarap” Chicken Inasal with its
pioneering “unlimited rice”, Mang Inasal quickly won the hearts of its customers
with its distinctively Pinoy stamp-grilling and special marinade made out of local
secret spices.


Kuya J Restaurant, formerly known as “Ang Kan-anan ni Kuya J,” started

as a humble eatery along the streets of Cebu. But with Kuya J’s undeniably
delicious dishes, mouthwatering words of recommendation quickly spread into
every Cebuanos’ palate. With that, Kuya J instantly became one of the well-loved
restaurants in Cebu.

Today, Kuya J continues to satisfy every Filipino’s appetite nationwide.

Using only the freshest ingredients available, Kuya J cooks up a storm of
delicious Pinoy food in every corner of the Philippines.

1.3 Alternatives

These are some possible ways for our competitors:
Specific, Measurable with measurement, Achievable, Relevant, and Time
1. Offer lower prices.
2. We will improve our business upon customer feedback.
3. We will make our core values reflecting something new.
4. We will emphasize our unique strengths.
5. We’ll clearly define our added value.
6. We’ll clearly define our purpose.
7. We will focus on our quality of process.

2. Advantages against Competitors

2.1 Unique Selling Proposition

When you ask people how their impression of a place one of the first
things they will talk about is the food. And the foundation of any strong culinary
heritage is street food. In fact, the first memory of a country tends to be
something delicious that a person ate there.

There are so many restaurants in the Philippines that offers ‘unli’ on their
menu, such as samgyupsal, chicken wings, nachos, cakes, etc.; every corner of
a city has a street food stall that is always surrounded by many. Tuhog Ave. aims
to achieve the new image of street food in the Philippines as we offer our
customers a clean, cook it yourself, cheap, unlimited food that is no one has ever
built before.

2.2 Mass Market Preference

Street food is the type of skewered delicacies that is already very iconic
and popular to our fellow Filipino. Therefore, to have a market that offers that
kind of food will be easily known to many. Tuhog Ave. will not mess with the price
since it is also the essence of street food. The food is not as unique and fancy
like in hotel restaurants, it’s what the people actually eat. It saves the significance

of culinary authenticity. Street food is a favorite merienda and pastime of all
Filipinos wherever they go. For travelers getting their first taste of Filipino street
food, then this may be the more attractive option.

2.3 Culturally Rooted

It can be found in any road around the country that is why Filipinos are
very fond with it. It's an important part of the Filipino culture. Typically you’re
sitting on a low-slung plastic stool, seated around a communal table. The
closeness of street food encourages conversation. If you’re traveling alone it’s a
great way to strike up a conversation with your dinner companions and make
new friends.

Selling street food provides income for people who would otherwise be
unemployed, since entering the street food business only requires a few dollars
set up and a good location. Selling street food changes lives of the unemployed.
These are local entrepreneurs who want to make a better life for themselves and
are prepared to work hard to support their families. It’s not simply meat on a
stick, it builds a better life and in turn, creates a stronger community.

2.4 Sanitation

It can be a very polarizing topic as some travelers are afraid that it food
street is dirty, food that will make them sick and others see it as a badge of
authenticity. Maintaining a clean work environment is critical in preventing
foodborne illness. Bacteria can grow on unsanitary surfaces and then
contaminate food. Just because a work surface looks clean does not mean that it
is sanitary. Tuhog Ave. will ensure that we have clean and sanitize work area
before starting to prepare food.

The restaurant will have a sanitation plan which is important in any food
service preparation area because it ensures that all surfaces are cleaned on a
regular basis and reduces the risks of transferring bacteria or other pathogens
from an unclean surface to clean equipment such as cutting boards or tools. It is
imperative for safe food-handling outcomes for all workers to be familiar with

standard sanitation and hygiene practices. All equipment must be routinely
cleaned and inspected. Proper and regular handwashing is a critical part of any
food safety system that Tuhog Ave. will follow.

Vendors offering different types of street food often congregate in urban

areas with a lot of foot traffic. The noise, smells, heat, dusts, and grit are all part
of the parcel of an experience in Filipino Street Food. Tuhog Ave. is a clean,
closed, air conditioned, ventilated place that has fire extinguisher every corner for
emergency. You will also see to it that the food you eat is clean because you will
be the one who is going to cook it yourself. Employers will also be ready for any
hazards that may come and have precautions signs on the wall.

2.5 Comfortability

A restaurant’s atmosphere sets the stage. It’s about more than just a
dining room away from home. Factors such as music, lighting, artwork and
spacing combine to create comfort, intimacy and even romance.

Atmosphere is the utmost importance. The lighting has to be right. And

table settings have to as well. It’s about trying to space tables out nicely so you
have that atmosphere no matter how busy you are. Emphasis on treatment of
sound. Tuhog Ave. will avoid music because it would otherwise overpower the
conversation of the customers. It instead allows natural noise from the space to
provide that tune. Atmosphere comes from guests, their conversations, the
clinking of glasses and cutlery. It’s a very relaxed environment.

The main thing we will be focused on for the atmosphere is the staff.
Tuhog Ave. will try to get that balance between professionalism and care and
being attentive without being stiff and overbearing. The staff will easily attend the
requests for refills. Tailoring to a customer’s needs reverts to the same principle
of keeping things natural. Service is not forced and neither is a vibrant


 A very Unique Selling Proposition

 People and Friends Oriented
 Operates with Sanitation, hygiene and safety priorities
 Competitive Pricing


 Targeted Perception
 Seasonal and Occasional Dates


Path of Upgrades to the Service such as:

 Menu to be Served means more food

 Ambiance and conditioning of the establishment
 More space to operate


 Susceptible to current fast food conglomerates

 More competitive strategies by existing food brands

1. Marriott and Gravani. (2006). Principles of Food Sanitation, 5 th Edition. USA: Springer
Science+Business Media, Inc.

2. Khairuzzaman, Chowdhury, Zaman, et. al. (2014). Food Safety Challenges towards Safe,
Healthy and Nutritious Street Foods in Bangladesh. Retrieved from
3. Santamaria, C. (2012, September). Korean ‘Hallyu’ and the Pinoy invasion. Retrieved