Feasibility Study on Establishment of Lux Diner’s in Dahlia Ave., Novaliches, Quezon City
Keywords:direct competition, diner, feasibility, general partnership, industry review, lux, survey, marketing
Lux Diner’s combines classic and modern themes. We chose this concept for millennials to experience the old type of mini restaurant and for older people to experience old music. It embraces the customer and makes them feel that they have been transported back in time. This study focuses on the strengths and weaknesses of the business, including its financial capacity to operate the business. The research method used here included industry review and related studies about the product and target market. The researchers conduct some studies and observations about business quality and the proposed business site. By using a survey form, the team acquired results from the respondents. A food tasting was also conducted to get feedback as the source for the improvement of the product to be provided to the market. According to the survey, 40% of the respondents prefer to have a chicken meal because it is high in protein, while 30% of the respondents want to have a salad and pasta meal instead of rice. Meanwhile, 60% of the respondents prefer to order fresh fruit juice as an accompaniment to healthy dishes because it gives nutrients to the body, while 40% of the respondents prefer to have coffee because it helps the body to digest food easily. Regardingthe respondents’ expenditure for a meal, 42% of the respondents have budget between P50 and P100, while others can spend less than the aforementioned amount. According to the survey, 46% of the respondents responded that they dine together with friends, 34% of the respondents dine with family, and only 20% of the respondents dine alone. A total of 52% of the respondents dine out two times a month, while 33% of the respondents dine once a month, and 15% of the respondents answered that they always dine in their homes. Meanwhile, regarding marketing and promotional aspects, according to the survey, 68% of the respondents said that social media is the best way to find diners, 17% of the respondents answered flyers, and 15% of the respondents prefer posters. Demographically, the majority of the respondents are under the agesof26 and 35 years old. The respondents were mostly male, single, and employed. With a massive marketing campaign that will be implemented, training and development should be initiated for employees to ensure a high retention rate and provide excellent customer service. The researchers believed that Lux Diner’s business would be feasible and become successful in the market.