A Feasibility Study onestablishing a Burger House in City of Koronadal

CHAPTER 1

INTRODUCTION

This section presents the Background of the study, Objectives of the Study, Scope and Limitations of the Study, the Methodology and Definition of the Terms.

BACKGROUND OF THE STUDY

When it comes to food like salads, sandwiches, and burgers, each person has his own version of perfect. Assembly line quick service concepts are making sure customers have the ability to create that perfect menu item. By offering an array of fresh, quality ingredients from conventional to gourmet with the option to start from scratch or customize an existing menu item, this burger house will be introducing flavors and flavor combinations that engage, attract, and satisfy every palate.

The primary challenge for consumers eating at menu restaurants remains the lack of flexibility in dishes. The consumers have developed a habit that makes them say I want extra of this or I want extra of that. Choosy eaters are hard to please, they hate certain ingredients, and when they see even the tiniest bit of the ingredient they dislike in their food, they refuse to eat it. According to “oragonoutlook.org”, the pursuit of a perfect meal can become tiresome for choosy eaters; however, it has recently become easier to find the perfect restaurant to fit everyone’s needs, as certain restaurants allow customers to customize their foods. The appeal ofcustomization extends beyond choosy eaters and has even set a new trend in the food industry.

In order to have a solution for the choosy habit of the consumers, the researchers came up with the idea of letting the customers pick their own ingredients. In that way, they will be able to look for and satisfy their tongue’s cravings. This kind of burger business, the fillings are already prepared beside the counter and the customers are free to choose what fillings they wanted to be in their burger. It is like they are making their own burger. Those fillings come up with different prices, so it’s an advantage to the customers because they can control the price of their burger as well as their expenses. An article from “www.telegraph.uk” said that a certain pizza parlor in Foster City called ‘Pielogy Pizzeria’ applied the customization of their menus. The flexibility boost they gave their business increased their sales so fast that they were able to expand in 6 different cities within 2 years.

According to the “koronadal.gov.ph/business/establishments”, many burger stations have been operating in City of Koronadal, but none of them are giving the customers the privilege of customization. Even the big shots like Jollibee, McDonalds, or KFC haven’t yet tried this.

RATIONALE OF THE STUDY

Even though the City of Koronadal has a lot of fast food joints that offer different kinds of burgers, it just cannot seem to satisfy