Chapter IV Results and Discussion In this chapter, the results of the data analysis are presented. The data were collected and presented in response to the problems posed in Chapter I. Fundamental goals drove the collection of the data and the subsequent data analysis. Those goals were: To profile selected food trucks namely; Chef Biggie, Kombites, Great Burger, Ser Chef: I Have 2 Eggs, Ser Chef: Lechon, Food Truck by Chef Broosy, Fugo Wagon, Bread Lounge, The Cheese Steak Shop, and Truck Bun; To determine the marketing strategies employed by food truck, and which among these marketing mix strategies influence the customers the most. The findings presented in this chapter showed results through the use of questionnaires and interview. Section I FugoWagon
Transcript
Chapter IV
Results and Discussion
In this chapter, the results of the data analysis are presented. The data were
collected and presented in response to the problems posed in Chapter I.
Fundamental goals drove the collection of the data and the subsequent data analysis.
Those goals were: To profile selected food trucks namely; Chef Biggie, Kombites, Great
Burger, Ser Chef: I Have 2 Eggs, Ser Chef: Lechon, Food Truck by Chef Broosy, Fugo
Wagon, Bread Lounge, The Cheese Steak Shop, and Truck Bun; To determine the
marketing strategies employed by food truck, and which among these marketing mix
strategies influence the customers the most.
The findings presented in this chapter showed results through the use of questionnaires
and interview.
Section I
FugoWagon
The researchers were able to interview one of the owners of the said food truck:
Mr. Lito Fugoso. The FugoWagon is a family business which is managed by Mr. Fugoso
and his wife and staffed by their 2 children. Mr. Fugoso created first “The Backyard
Food Truck Community” in Dasmarinas, Cavite. It was first just an open space for food
trucks to rent in and operate said by Mr. Fugoso. But business was dry, then they
decided to have their food truck of their own and news quickly spread and other food
trucks come rolling in too. With a starting capital of 200 thousand pesos, they started
operating last February 2014 and legally registered with a restaurant permit. The
FugoWagon is one of the pioneers in the food truck industry in Cavite.
The truck is equipped with a stove, griddle and a grill. It offers western cuisine
serving burgers and pastas as their core product.
The quality of their ingredients is the main factor for pricing their products which
ranges from 60 – 260 pesos. They rarely do menu cycles but they do change it
occasionally and their location does not affect their pricing since the truck is immobile.
The FugoWagon is immobile and it acts as a restaurant for their open space
which makes them unique from other food trucks according to Mr. Fugoso. What makes
them different from fast food restaurants is that their food is real and freshly cooked just
with longer preparation time.
They advertise their products through social media sites like their Facebook page
and Instagram. They do not offer discounts but they offer gimmicks like live bands, art
gallery and live streaming while dining on “The Backyard Food Truck Community” to
attract their market. They also hold special events not as a truck but with the
association.
Mr. Fugoso believes that their menu cannot be easily afforded by the middle –
low class markets because their primary market is Classes A and B.
The researchers were not able to determine much information regarding their
place mix due to their truck is immobile.
Mr. Fugoso also stated that he created the TBFTC because he wants Cavite as
the Food Truck Capital of the Philippines. On his opinion, the food truck industry has its
advantages to expand nationally. Along with his statement; the main difference between
the food trucks in the Philippines and in the United States of America is only the better
quality of food because of the better quality of ingredients available in the United States
of America. He also described the Food Truck Industry as a novelty by selling food on a
truck.
Chef Biggie
The researchers we able to interview the owner of the said food truck: Mr. Mike
De Guzman. According to Mike De Guzman, the food truck started operation last 2014
with permits and legally registered as a catering service restaurant. The truck is manned
by 3 staff. They offer western cuisine revolving around sandwiches, tacos and rice
meals ranging from 55 – 140 pesos. Together with its western cuisine is its military
inspired food truck equipped with stove, griddle, grill, refrigerator and a water system.
They’re price ranges from 55 – 140 pesos and it is considered by a single factor:
affordability to the market perimeter. He does not employ price change because the
prices of his product are standard and can be afforded by anyone. He also does not
base his prices from other food trucks to stay true with affordability. What makes his
food truck different from fast food restaurants is his products are not made in bulk and
commercially made, no extenders just meat. He distinguished his food truck unique
from other food trucks is that his menu is flexible, he can do whatever he wants to with
menu. He categorized his food truck as fast food service. He employs menu cycle
changes based on his preference.
The food truck advertises through social networking sites such as Instagram and
Facebook. They offer discounts like affordability to students and per location. They also
offer other gimmicks or services such as on-spot-catering. Their menu is flexible enough
to cater to middle class areas stated by him.
They’re target market is Class C and D but they insist to try cater anywhere.
They change location based mostly on event invites. They also cater around schools
and hospitals. However, they do not cater in Makati due to city regulations.
On his perspective, the difference between the food trucks in US and in the
Philippines is that the food truck’s operation here is easy, just one permit and it is good
to go. He also stated that the characteristics of food trucks in the Philippines just share
the same design based on structural definition.
Kombites
The researchers we able to interview the owner of the said food truck: Mr. Polly
Alfred. According to Mr. Alfred, they came up with the food truck business because of
his passion in baking together with a capital of 1 million pesos. Last June 2014, they are
the only food truck that serves sweets and pastries, they have a business permit legally
registered as a food/retail business. The truck is manned by 3 people: 2 owners and 1
helper. The food truck is a Volkswagen Kombi equipped with an air conditioning unit,
LED Display and paired with a Volkswagen Beetle that is cut in half carrying an ice
cream machine.
The Kombites offer gourmet pastries, cupcakes and ice cream. The price range
of their product are ranging from 50 – 60 pesos. Their prices are based from the
ingredients, overhead expense and labor. They change their menu prices weekly but
still depend on new products. They do not base their prices from other food trucks and
change their menu prices.
Mr. Alfred also said that their truck can cater to Class C and D areas but their
primary market is Class A and B. They choose their area of operation with the foot
traffic of the area. They promote their food truck through social networking sites like
Facebook.
He also stated that the Food Truck Industry in the Philippines is unique
compared to the United States. He also said that the Philippines is slowly embracing
this new food industry.
Food Truck by Chef Broosy
The researchers we able to interview the owner of the said food truck: Ms.
Cecilia Viray. Food Truck by Chef Broosy is owned by Ms. Cecilia Viray, one of the
pioneers of the Food Truck industry, she came with the business because of her food
truck experience when she travelled to New York. With a starting capital of 2 million
pesos, she started operating last 2012 legally registered with a restaurant permit.
Her truck serves Japanese Filipino Mexican Fusion dishes wherein her core
products are ramen, soft tacos and rice toppers. The menu was from her friend Chef
Bruce “Broosy” Ricketts, Ms. Viray consider her dishes as gourmet because of all of her
products are freshly prepared. She also stated that what makes her food truck unique
from other food trucks is the presentation of the food and the design of the truck itself.
The truck is manned by 4 – 5 staff and equipped with a griddle, deep dryer, rice
cooker and stove. The price range of her products runs from 160 – 180 pesos. She
based her prices through the clients and area of operation. She do not base her price
from other food trucks. Her target market are Classes A and B, she believes that
Classes C to E cannot afford the prices of her products.
She promotes her food truck through social media sites like Facebook and
Instagram and also through joining the food truck association: Metro Manila Food Truck
Association.
On her opinion, the difference between the food trucks in the Philippines and in
the United States is that in United States the food trucks are operated by the owners
themselves unlike most trucks in the Philippines. Same statement with the
characteristics of the food trucks in the Philippines.
Truck Bun – International Food Truck
The researchers were not able to interview the owner of Truck Bun but instead
had gathered the information from the officer-in-charge on location.
According to Mr. John, the owner of the food truck is Chef Michelle Aquino. Ms.
Aquino was inspired to run her own food truck from watching a Television series that
features food trucks; Eat St. Truck Bun – International Food Truck is originally from
United States and was franchised in the Philippines. One food cart that fueled her idea
was “Japadog”; a food cart based in Toronto, Canada that serves Japanese style
hotdog sandwiches.
Truck Bun started operation last February 2013, legally registered as
restaurant/catering services. Their starting capital was confidential and was not tackled
furthermore. The truck is manned by 3 – 6 staff depending on demand. The truck is
equipped with a griddle, deep fryer, refrigerator and an oven.
The truck serves an International cuisine flare with Filipino fusion. They serve
sandwiches and wraps, they also feature their own version of “Japadog”. According to
Mr. John, mobility is what makes food trucks different from fast food restaurants.
Uniqueness and versatility of their menu are the factors they consider to make their food
truck distinguished from other food trucks. He categorized their products as both fast
food and gourmet. They employ menu changes/cycles by adding new features and
products.
Their product’s prices ranges from 140 – 185 pesos. He believes that only
Classes A and B can only afford their products. The factors they consider in pricing their
products are food costs, location and market segment. They change their menu prices
depending on the demand of location varying from little price drops to price increase.
They do not base their prices from other food trucks but is only affected by foot traffic.
They advertise their products through social media sites, flyers, and tarpaulins.
They offer discounts depending on the demands of location. They also offer other
services/gimmicks by catering private events.
Their target market is specifically Classes A and B. They depend their operation
through event invites/organizers. There are areas they do not cater specifically Classes
D and E locations, they had catered to schools and hospitals and they change their
location daily. They were a staple from Capitol Commons in Pasig but the trend is
slowly reaching other feasible locations like Bonifacio Global City and Alabang which
they also had tried catering.
On his opinion; the difference between the food trucks in the Philippines and in
the United States is legality, which is not yet fully supported in the Philippines. He
believes that the superb quality of food and responsible crew are the main
characteristics of food trucks in the Philippines. Also on his statement, expansion
nationally in the future is possible due to the increasing numbers of new food trucks.
The Bread Lounge
The researchers were able to interview one of the owners of The Bread Lounge;
Mr. Elebert Misa. The other owners are PV Abad and Neil Cloyd Arquiza. The story
behind the food truck was fueled by the owner’s passion for artisan breads and
charcuterie. They started operating recently last November 2014 in Imus, Cavite with a
starting capital of only 80,000 pesos. They do not yet employ staff, the owners are the
current staff of the food truck. The truck is equipped with ovens, griddle and a brick
oven. The serve western and south eastern cuisine like banh-mi, French donuts,
smores and margherita pizza.
Price ranges from 200 – 300 pesos which is based on the quality of the
ingredients they use. They change their menu prices in three to six months period. Their
prices are also subject from other food trucks on location and from the travel cost.
Their products are freshly made and hand crafted with the best ingredients
possible which distinguishes their products different from fast food restaurants. Mr. Misa
stated that the menu and products they make is made from scratch and he believes that
is what makes them unique from other food trucks. They describe their products as
casual and gourmet. They also employ menu cycles/changes.
They promote their products through joining food bazaars, events and social
media sites. They do not offer discounts just yet. Mr. Misa also believes that their
products can cater to Classes C to D because they can adjust their prices upon the
demands of location.
Their target market are Classes B, C and foodies alike. They consider the market
class depending on location before operating. Mr. Misa also stated that their operation
mostly revolves around Makati, Taguig and The Fort.
On his perspective, the food trucks are the next big thing and is the cheapest
way to start again in the Philippine Economy.
The Cheese Steak Shop
The researchers were not able to interview the owner but had gathered the
information instead on the Marketing Executive on location; Mr. Ken Flores.
The Cheese Steak Shop franchise is originally from Philadelphia, United States
of America. The owner, Ms. Margareth Uy, grew interest on franchising the famous
brand on local shores. The Cheese Steak Shop has a restaurant located in Makati City
aside from the food truck. With a starting capital of 1.2 million pesos, they franchised the
brand on 2010 and started operation on 2011 legally registered a catering service
restaurant.
The truck is equipped with a griddle, fryer, exhaust fans and refrigerators
alongside with 3 staff. They serve authentic Philly style sandwiches, all ingredients
imported from the United States of America.
Their price ranges from 280 – 1000 pesos. Mr. Flores also stated that all of their
ingredients are from the United States of America that their prices are just same with
other The Cheese Steak Shops trucks in Philadelphia, converted from dollars to peso.
They do not base their prices from other food trucks and the location does not affect
their prices.
He categorized their products as fast food yet gourmet. He stated that the major
advantage and difference between food trucks and fast food restaurants is its mobility
and flexibility on their location. Their products are based from the United States of
America unlike other food trucks locally. They also employ menu cycles/changes.
They advertise their products through social media sites like Twitter and
Instagram. He also stated that their target market is Classes A and B and are not for
Classes C and D. They hold special events through event invites by organizers.
According to Mr. Flores, the factor they consider upon selecting the area of operation is
if it is not their market, they will not select it but they change their location daily. Along
with his statement, they only cater to Makati, Taguig and Alabang. The areas they cater
depends on the organizers who support the caterer.
On his statement, the food truck industry has its potentials to expand nationally.
He also described the difference between the food trucks in the Philippines and in the
United States are; that has its legal rights unlike in the Philippines and food trucks are
well known in the United States that every state/community has its own. He also stated
that the characteristics of food trucks in the Philippines are mostly selling ala carte
menu items.
Great Burger
The researchers were able to interview one of the owners of the said food truck:
Mr. Rodney Ong. The story behind their food truck was Mr. Rodney Ong was thinking of
ways to reach his customers and had decided to reach the customers himself, thus
resulting to food trucking. Along with his partner, they started operation last 2013 with 1
million pesos as capital and legally registered as a restaurant stall.
The truck is equipped with deep fryer, griddle and refrigerator manned by 3 – 8
staff. They serve burgers as they sole core product. Their price ranges from 40 – 300
pesos; they consider the location, operation cost and quality of ingredients upon pricing
their products. They rarely change their menu prices and does not base their prices
from other food trucks. The area of operation and market class affects their food prices.
Their food truck is a novelty idea which makes them different from fast food restaurants.
According to Mr. Ong; the quality of food, faster service and simplified menu are what
makes his food truck different from other food trucks. He categorized his products as
neutral between fast food and gourmet. They offer special items as their menu
changes/cycles.
They advertise their products through social media sites like Facebook and
Instagram. They offer discounts depending on the event, ex. a student’s fare. They also
offer catering service as part of their gimmicks and other offers. According to Mr. Ong,
he believes that his menu can be sold to Class C and D market.
Their target market is Class A and B more on families. They consider the number
of potential market and type of event before selecting the area of operation. They
change location almost daily and they have catered to school and hospitals.
On his opinion, the food trucks in the United States of America are more gourmet
in terms of quality and products than in the Philippines. Along with his statement, he
also stated that the food truck industry can expand nationally and there already has in
Cebu (Big Daddy Truck). He said that the characteristic of food trucks in the Philippines
is that food trucks are always on the road and ready to feed.
Ser Chef: I Have 2 Eggs
The researchers were able to interview the owner of the said food truck: Mr.
Richmond Kan. According to Mr. Kan, they had a food stall in 168 Mall in Divisoria,
Manila which then they made it into a food truck. With a capital of 800 thousand pesos,
they started operation last April 2012 and is legally registered with a catering/food
service permit.
The truck is equipped with a griddle, fryer and a refrigerator which is manned by
3 staff. They serve all day breakfast which is also their core product. His products range
from 100 to 200 pesos but also depends on the place of his operation, he also don’t
base his price with the price of other food trucks. According to Mr. Kan, his dishes are
always freshly cooked compared to fast food restaurants, and compared to other food
trucks, he always change his menu depending on the area of operation, he also
categorized his dishes as gourmet.
Mr. Kan advertise his products through social media, namely facebook and Instagram,
as part of his promotion, he also offer discount and promos like free drinks for the senior
citizens and he adjusts his price depending on the contract with the event organizer. He
also had catered special events for Honda, Convergys, and City of Dreams.
According to Mr. Kan, his target market is the class A,B and C crowd but he also believe
that the food trucks can cater to the middle and low class areas, he considers busy
areas, foot traffic, BPOs, family parks as his area of operation, he also cater to schools
and hospitals but they are not allowed as of yet in Makati because of the Jolli-jeeps.
On his opinion, the legality issues are the difference between the food truck industry in
the States and here in the Philippines, and he believes that their food truck organization
can expand nationally in the future.
Ser Chef: Lechon
Ser Chef: Lechon is also of Mr. Richmond Kan’s food trucks. According to Mr.
Kan, they started a family business that started early 1981. He is the second generation
business man that tracks the food industry business from his family.
With a starting capital of 1 million pesos, they started operation on 2011 and
legally registered with a catering service permit. The truck is equipped with a griddle,
fryer and a refrigerator which is manned by 3 staff. They offer Cantonese Cuisine in rice
meals which is also their core product. His products range from 100 to 200 pesos but
also depends on the place of his operation. According to Mr. Kan, his dishes are a
family recipe handed through time and makes him different from other food trucks. Their
products are freshly prepared and cooked and he considers it a factor that distinguishes
them from fast food restaurants.
Mr. Kan advertise his products through social media, namely facebook and Instagram,
as part of his promotion, he also offer discount and promos like free drinks for the senior
citizens and he adjusts his price depending on the contract with the event organizer.
According to Mr. Kan, his target market is the class B and C crowd but he also believes
that the food trucks can cater to the middle and low class areas, he considers busy
areas, foot traffic, BPOs, family parks as his area of operation, he also cater to schools
and hospitals but they are not allowed as of yet in Makati because of the Jolli-jeeps.
On his opinion, the legality issues are the difference between the food truck industry in
the States and here in the Philippines, and he believes that their food truck organization
can expand nationally in the future.
On his opinion, the legality issues are the difference between the food truck industry in
the States and here in the Philippines, and he believes that their food truck organization
can expand nationally in the future.
SECTION 2
This section contains the information gathered from the customers dining within
the vicinity of the food truck’s operation.
Interpretation of data through the use of Likert Scale Survey method to determine which
among these marketing mix strategies influence/s the food truck’s customers the most.
