CHAPTER I

“Business Aspect”

Unexpected Twist of Taste!

1
INTRODUCTION

The cafe is a place where you can buy different kinds of coffee and tea, there are also

breads and meals. Students frequently gather in the café because it's a great area to do

homework and host several meetings. Cafes typically have a nice atmosphere, which is why a

lot of people like coming here. The cafe's beauty allows you to unwind and interact. Cafe

designs are typically modern and aesthetic. Cafés, coffee houses, and coffee shops have

always occupied a unique place in the social lives and social imaginaries of urban societies.

From the earliest Ottoman coffee houses to the massively broad, intensely segmented modern

café scene, these institutions have been at the heart of societies' understanding of themselves

and their public life. More than anything else, cafés have been the daily sites of drug

deliverance that in their ritual visitation come to be an invaluable sensory, mental, and social

environment that helps give life a sense of social possibility and individual agency. To say that I

have fallen in love with cafés is an understatement. our goal is to open a small number of

extremely considered cafés that perfectly present all of the crucial social possibilities of the café

as a socio-spatial type, while of course serving uncompromisingly premium quality coffee.

The purpose of this study was to examine the level of importance of service quality

provided by café when industry coffee service recipients used the café. Additionally, the

purpose was to compare the level of satisfaction with the respective service qualities of the

company cafeteria and outside café. The level of relative importance and satisfaction of service

quality attributes are comparatively analyzed using the Important-Performance Analysis (IPA) of

customers to provide basic information on the direction of marketing to efficiently operate

company food service facilities. Café service qualities were divided into six factors hygiene,

convenience, food, environment, subsidiary services, and food distribution process. The results

revealed that the environment of both the company cafeteria and the outside restaurant needed

Unexpected Twist of Taste!

2
to improve as quickly as possible. Additionally, it was found that the level of satisfaction was

higher in the food and environment factors when using the company cafeteria and outside

restaurants, which would become an important attribute for the company food service recipients

to use outside restaurants than using the company cafeteria. Accordingly, it could be said that

the company cafeteria will need further control of the food and environmental factors.

Ethocafe is a comfortable spot to unwind. There are meals at Ethocafe that people will

undoubtedly enjoy. The items in this store include mashed potato bread with cheese, which is

created from potatoes that are baked and then filled with cheese. Because it contains

vegetables, it is surely healthy. The banana cheese ball, which is an improved banana, is one of

Ethocafe's products. Another is the rice coffee and cucumber shake. Ethocafe assures that

each of its items is filled with nutrients.

BUSINESS NAME

The word "Ethocafe" is a combination of the words "Ethos" and "Cafe," signifying the

brand's dedication to its core values as well as its status as a destination for coffee. "Ethos"

stands for quality, inventiveness, and creativity—the café's basic values—and emphasizes its

commitment to provide a unique and considerate coffee experience. "Cafe" highlights the

establishment's function as a gathering spot for finely made coffee. "Ethocafe" offers consumers

a café experience based on integrity and creativity by combining an attractive setting with

ethical quality.

Unexpected Twist of Taste!

3
LOGO

The Ethocafe logo features a modern, stylized coffee cup with a swirl of steam rising

above it, symbolizing the café’s innovative and dynamic approach to coffee. The swirl of steam

represents the "twist of the unexpected," suggesting that each visit to Ethocafe offers a unique

and delightful experience. The logo uses a warm coffee color palette, reflecting the inviting and

comforting nature of the brand. Overall, the logo embodies Ethocafe’s mission to provide a

fresh, imaginative, and memorable coffee experience.

TAGLINE

The tagline “Unexpected Twist of Taste!” is highly feasible for Ethocafe as it aligns

perfectly with the brand's goal of offering a distinctive and imaginative café experience. It

promises consumers a departure from the ordinary by highlighting innovative flavors, unique

coffee blends, and creative culinary twists, setting Ethocafe apart from conventional cafés. This

approach not only attracts adventurous customers seeking novelty but also supports dynamic

Unexpected Twist of Taste!

4
marketing and product development strategies, ensuring that the brand consistently delivers on

its promise of surprise and delight.

LOCATION

The great exposure and convenient location of Ethocafe on Benigno S. Aquino Avenue

in Baliwag, Bulacan, make it a perfect choice. It is an excellent location for attracting both locals

and tourists because it is a busy major highway that regularly draws foot traffic and integrates

nicely with Baliwag's expanding business and residential neighborhood.

Unexpected Twist of Taste!

5
VISION

To foster a vibrant and inclusive community by providing a space for meaningful dialogue,

cultural exchange, and intellectual exploration through the lens of humanities and social

sciences.

MISSION

To become a leading hub for critical thinking, empathy, and social action, empowering

individuals to engage with diverse perspectives and contribute to a more just and equitable

world.

OBJECTIVES

The following are the objectives of ETHOCAFE:

I. COMMUNITY BUILDING:

Create a welcoming and accessible space: Establish a comfortable and inclusive

environment that welcomes individuals from all backgrounds and perspectives.

Facilitate meaningful connections: Organize events and activities that encourage

interaction, dialogue, and collaboration among community members.

Promote cultural understanding: Host events and workshops that celebrate diverse

cultures and perspectives, fostering empathy and respect.

II. INTELLECTUAL EXPLORATION :

Unexpected Twist of Taste!

6
 Offer a platform for critical thinking: Host discussions, lectures, and workshops that

explore complex social and ethical issues through the lens of humanities and social sciences.

Encourage intellectual engagement: Provide resources, such as books, articles, and

online platforms, to support independent learning and research.

Promote interdisciplinary dialogue: Facilitate conversations that bridge different

disciplines within the humanities and social sciences, fostering a holistic understanding of

complex issues.

III. SOCIAL ACTION:

Empower individuals to become agents of change: Organize workshops and initiatives

that equip individuals with the knowledge and skills to address social issues.

Partner with local organizations: Collaborate with community groups and non-profits to

address pressing social challenges and promote positive change.

Advocate for social justice: Use the platform to raise awareness about important social

issues and advocate for policies that promote equity and inclusion.

IV. SUSTAINABILITY AND GROWTH:

Develop a sustainable business model: Implement strategies to ensure the long-term

viability and growth of Ethocafé.

Expand outreach and engagement: Reach out to new audiences and communities,

broadening the impact of Ethocafé.

Unexpected Twist of Taste!

7
 Continuously evolve and adapt: Stay responsive to the changing needs and interests of

the community, ensuring Ethocafé remains relevant and impactful. Our objectives will guide

Ethocafé's efforts to create a vibrant and impactful space for intellectual exploration, community

building, and social action.

Unexpected Twist of Taste!

8
CHAPTER II
“Market Aspect”

Unexpected Twist of Taste!

9
INTRODUCTION

In this light, you will see a demand analysis of “Ethocafé” and the number of

respondents who answered the survey. The target market of the business is also indicated in

this aspect. The analysis of competitors is done by comparing the differences in this part. The

S.W.O.T. analysis of the business can also be seen in this portion. The market condition is also

known as the target market is those who are looking for a café service that offers a quality taste.

Lastly, you will see a lot of graphs that serve as the interpretation of data gathered in the

surveys.

DEMAND ANALYSIS

Nowadays, many people are becoming more lazy and inactive in doing important things

due to the use of modern technology. They always spend their time and attention to using a

phone or computer, rather than buying food and drinks. Some people are busy because of their

work and studies, while others don't have enough time to prepare their food and drinks, and this

is the main reason why coffee shops exist.

In the modern age of business, data is power. Entrepreneurs can collect relevant

information needed for data analysis provided by the survey. The target population is 200

respondents. Luckily, they all responded and answered the given questions properly, near the

location of the business in Benigno S. Aquino Ave, Baliwag Bulacan.

Unexpected Twist of Taste!

10
MARKET CONDITION

Target Market

This cafe is a haven for busy city dwellers seeking a moment of tranquility and more

connection with nature. It features a minimalist, curated selection of organic and ethically

sourced coffee, and a menu of healthy, seasonal food.

Demographics: Primarily young professionals (25-40 years old) with above-average

income, living in city areas.

Psychographics: Value sustainability, wellness, and mindful living. They are

environmentally conscious, and health-conscious, and appreciate aesthetically pleasing spaces.

They seek a balance between their busy city lives and a connection to nature.

Behavior: Frequent coffee drinkers, appreciate high-quality coffee and food, enjoy

spending time in a relaxing atmosphere, may use the cafe for work or social gatherings, and

value ethical sourcing and sustainable practices.

Busy Professionals: They seek a respite from the hustle and bustle of the city, a drink

to enjoy and to recharge.

Health-conscious: They prioritize healthy eating and are drawn to organic and locally

sourced ingredients.

Environmentally Conscious: They value sustainability and are drawn to businesses

that prioritize eco-friendly practices.

Unexpected Twist of Taste!

11
 Social Media Savvy: They are active on social media and appreciate aesthetically

pleasing spaces that they can share with their followers.

Highlight the "Ethocafé" theme: Emphasize the cafe's unique atmosphere, and plant-

filled decor, and focus on sustainability.

Promote healthy and organic food and drink options: Feature seasonal menus and

highlight the ethical sourcing of ingredients.

Engage with the target market on social media: Share photos and videos of the

cafe's menu.

Partner with local businesses and organizations: Collaborate with businesses that

share similar values, such as yoga studios, fitness centers, or sustainable fashion brands.

By understanding the specific needs and desires of this target market, the "Ethocafé"

cafe can create a unique and successful business that caters to the growing demand for

sustainable, healthy, and aesthetically pleasing nature spaces in city environments.

Unexpected Twist of Taste!

12
Competitor Analysis

Direct Competitor

Competitor`s Name Address Product Offered Operating Hours

Joe Bean RE Chico Street, -Iced coffee 2:00PM- 12MN

Brgy. Sto. Cristo -Hot coffee

Baliuag Bulacan. -Non-coffee

-Frappe

-Croffle

-Rice Meal

-Pasta and Fries

-Ala Carte

-Pizza

More Than Coffee JRG Fuel Hub Gas -Freshly Brewed 10:00AM- 10:00PM

Station Compound, Coffee

B.S. Aquino Avenue., -Delicious meals

Tangos, Baliwag, -Rice Meal

Bulacan -Fries

-Waffle

-Natchos

-Pasta

Unexpected Twist of Taste!

13
 -Vegetables Salad

-Frappe

-Ice Coffee

-Fruity

-Hot Coffee

Dear K, Cafe Ramon Magsaysay - Hot Coffee 12NN-8PM

St., Tilapayong, - Iced Coffee

Baliwag, Bulacan. - Cookies

- Croissants

- Cupcakes

- Customized Cakes

- Pasta

S.W.O.T ANALYSIS

STRENGTH

A. Can build strong relationships with local suppliers

B. Focus on ethical sourcing and sustainability sets it apart from traditional cafes

C. Attracting customers who value transparency and social responsibility.

D. Enhancing the customer experience and justifying premium pricing.

Unexpected Twist of Taste!

14
WEAKNESS

A. Ensuring ethical sourcing practices throughout the supply

B. Limiting potential customer base and revenue.

OPPORTUNITY

A. Expansion of business and having a lot of customers

Finding a new and better place to build a new branch

THREAT

A. Having a competitor because of the price difference

B. Having problems with the price of ingredients and quality of the products

Unexpected Twist of Taste!

15
INTERPRETATION OFSURVEY RESULT

Occupation

Students
Employee

Table

Answer Frequency Percentage

Students 186 93%
Employee 14 7%
TOTALS 200 100%

The survey questionnaires were given to 200 respondents which are students, employee
who voluntarily and willingly answered the prepared questions. The 93% of the respondents or
the 186 individuals are students while the 14 individuals or the 7% are employee who are busy
in their own works.

Unexpected Twist of Taste!

16
Graph 1

Sex

Female
Male

Table 1

Answer Frequency Percentage

Female 128 64%
Male 72 36%
TOTALS 200 100%

This represents the percentage of respondents who answered the no.1 question. The 64%
or 128 individuals who are Females, the 72 individuals or 36% are the Males.

Unexpected Twist of Taste!

17
Graph 2

Have you ever been in a café before?

Yes
No

Table 2

Answer Frequency Percentage

Yes 184 92%
No 16 8%
Totals 200 100%

This represents the percentage of respondents who answer no.2 question. Out of 200
respondents 184 or 92% answered Yes. The 16 individuals or 8% answered No. This means
that majority of the respondents had been in café before.

Unexpected Twist of Taste!

18
Graph 3

How often do you go to café?

Often (3-5 times a week)

Seldom (1-3 times a week)

Table 3

Answer Frequency Percentage

Often (3-5 times a week) 160 80%
Seldom (1-3 times a week) 40 20%
TOTALS 200 100%

This represents the percentage of respondents who answer no. 3 question. Respondents
160 or 80% responded that they often go to cafe. The 20% or 40 individuals are seldom.

Unexpected Twist of Taste!

19
Graph 4

Where would you prefer to purchase

coffee?

Near residence
Somehow far from res-
idence

Table 4

Answer Frequency Percentage

Near residence 130 65%
Somehow far from residence 70 35%
TOTALS 200 100%

This represents the percentage of the respondents who answered the no. 4 question. Out
of 150 individuals who answered they usually use laundry shop, 83 individuals or 55% chose
30-39 pesos. There are 46 individuals or 31% chose 40-50 pesos. The remaining 14% or 21
individuals chose 20-29 pesos. This means that most of the respondents spend 20-29 pesos in
their laundry per kilo.

Unexpected Twist of Taste!

20
Graph 5

What factors do you look at a café?

Taste
Price
Quality

Table 5

Answer Frequency Percentage

Taste 136 68%
Price 18 9%
Quality 46 23%
TOTALS 200 100%

This represents the percentage of the respondents who answered the no.5 question. Out
of 200 individuals who answered had their own factors when going to café, 68% or 136
individuals prefers taste. The 9% or 18 individuals check the café’s price and 23% or 46 person
chose quality when going to café.

Unexpected Twist of Taste!

21
Graph 6

Have you ever tried rice coffee

before?

Yes
No

Table 6

Answer Frequency Percentage

Yes 64 32%
No 136 68%
TOTALS 200 100%

This represents the percentage of respondents who answered the no. 6 question. Out of
200 individuals there are 136 or 68% respondents have not yet tried rice coffee and the
remaining 64 or 32% have tried rice coffee. Majority of the respondents have not tried the rice
coffee yet.

Unexpected Twist of Taste!

22
Graph 7

Have you ever tried Mashed-Potato

Cheese Bread?

Yes
No

Table 7

Answer Frequency Percentage

Yes 98 49%
No 102 51%
TOTALS 200 100%

This represents the percentage of respondents who answered the no. 7 question. Out of
200 individuals there are 98 or 49% who had tried Mashed-Potato Cheese Bread and the other
102 or 51% of the population responded that they not yet tried those. This means most of the
respondents have not tried Mashed-Potato Cheese Bread yet.

Unexpected Twist of Taste!

23
Graph 8

Have you ever tried Banana Cheese

Ball?

Yes
No

Table 8

Answer Frequency Percentage

Yes 76 38%
No 124 62%
TOTALS 200 100%

This represents the percentage of respondents who answered the no. 8 question. The
62% or 124 individuals answered that they haven’t tried Banana Cheese Ball and 76 individuals
or 38% already tried Banana Cheese Ball.

Unexpected Twist of Taste!

24
Graph 9

When do you prefer drinking coffee

and eating pastries?
Morning
Afternoon
Evening

Table 9

Answer Frequency Percentage

Morning 106 53%
Afternoon 48 24%
Evening 46 23%
TOTALS 200 100%

This represents the percentage of respondents who answered the no. 9 question. The 53%
or 106 respondents answered that they prefer drinking coffee and eating pastries during
morning. The 24% or 48 individuals responded that they prefer drinking coffee and eating
pastries during afternoon. In addition, 23% or 46 respondents listed that they prefer drinking
coffee and eating pastries during evening. Meaning, majority prefers drinking coffee and eating
pastries during morning.

Unexpected Twist of Taste!

25
Graph 10

How much are you willing to pay

for coffee and pastries?
₱20.00
₱50.00
₱100.00
₱150 and above.

Table 10

Answer Frequency Percentage

₱20.00 32 16%
₱50.00 78 39%
₱100.00 40 20%
₱150 and above. 50 25%
TOTALS 290 100%

This represents the percentage of respondents who answered the last question. The 39%
or 78 respondents answered that they are willing to pay ₱50.00 for coffee and pastries. The 50
individuals or 25% responded that they are willing to pay ₱150.00 and above for coffee and
pastries. The 20% or 40 respondents listed that they are willing to pay ₱100.00 for coffee and
pastries. The remaining 32 individuals or 16% responded that they are willing to pay ₱20.00 for
coffee and pastries. Lastly, majority of the respondents are willing to pay ₱50.00 for coffee and
pastries.

Unexpected Twist of Taste!

26