MICRO MARKET ANALYSIS

( FINE DINING RESTAURANTS)

Museum Cafe

Ninyo Fusion Cuisine and Wine Lounge

Berroya

Buan-Gerona

De Guzman

Mamarando

OUTLINE:

Company Background Location Analysis Customer Profile Analysis Menu Selection: Product Menu Selection: Price Customer Service

Promotions Conclusion

FINE DINING EXPERIENCE

Dress Code: In most cases a fine dining restaurant will not permit jeans, t-shirts, hats and may even require a suit jacket and tie.

Customer Service: The service at a fine dining restaurant will generally be top notch.

Menu: The menu at fine dining restaurants tends to be extremely classy with high quality ingredients and prepared by a well-known and talented chef with years of industry experience. 

Food: Top quality produce treated delicately with respect. Small portions paid with extreme details. Combining food and art concept together. Making food taste good and look good. 

Price: Bit Pricey

Museum Café or popularly known as M Café is a café cum restaurant which serves remarkable modern asian cuisine.

The restaurant’s interior accentuates and blends with the Ayala Museum’s architecture. The interiors are like an artist’s neutral canvas, ready to receive different kinds of art and functions.

M Café offers only the best and distinct modern Asian cuisine in town. Truly a masterpiece – where art and food unite. 

ABOUT THE RESTAURANT

LOCATION

Museum Café at the Ayala Museum is prominently located at the heart of Makati on the Ground Floor of Ayala Museum’s Glass Wing, Greenbelt 4 corner of Makati Avenue and Dela Rosa Street.

Museum Café glows through the double-height glass windows,offering passersby a hint of the excitement inside.

 

LOCATION ANALYSIS Traffic FlowLight to moderate, except during rush hours

Main routes: Makati Avenue and Dela Rosa Streets

Ample parking spaces in Greenbelt malls, except Fridays and Saturdays

Near the Ayala Museum; Near Escalators of Makati Ave-Parking Wing

Near Landmark-Greenbelt Footbridge

PedestriansMostly mall-goers and office workers around Greenbelt

Within the Makati’s business district; Within the Ayala Greenbelt Compound- high end shopping brands; Near Premium Hotels and Residential Condos; Corporate Offices; Beside other Restaurants and it is near Ayala Musem.

EFFECT OF LOCATION ON CUSTOMER PROFILE

Visited by people from social classes– mostly AB market, including foreigners/expats

Visited by Socialites and other known personalities

ABOUT THE RESTAURANT• Owned by the Laus family, spearheaded by Chef Nino Laus

•Started operating in 2006 by the name In-yo

•Changed its name to Ninyo in 2008

•Ninyo Fusion Cuisine and Wine Lounge may be considered as Katipunan’s best-kept secret as it is quietly tucked in the peaceful Esteban Abada St.

•55 year old family house converted into a romantic and elegant restaurant that will make you feel like you’ve escaped the hustle and bustle of the city

•Boasts of delicate cuisine that are a fusion of Japanese and French dishes

 

LOCATION

•Traffic flow: -E.Abada taken as an alternative route to avoid traffic in Katipunan-Traffic flow is heavy in the morning and at the end of the work day- Medium flow for the rest of the day

•Pedestrians•Mostly Ateneo and Miriam Students who either live in the area or will be eating in the other restaurants along the street.

• Commercial and Residential area•Located on the same street with some residential buildings•Near villages such as Xavierville, Loyola Grand Villas and La Vista 

LOCATION

•Effect of Location on Customer Profile•Visited by residents of nearby villages•Visited by parents of Ateneans and Miriam students •Visited by politicians who value privacy (ex. Senator Enrile, Pres. Aquino)•Visited by couples who want to experience dining at a restaurant that’s not mainstream.

 

CUSTOMER PROFILE

With its relaxed cosmopolitan atmosphere and extraordinary service, M Café is no wonder a preferred venue for events be it for evening socials, simple cocktails with friends or merely business lunches.

MARKET SHARE

weekdays: 70% corporate; 30%regulars

weekends: 80% families; 20% regulars Dress code: Smart casual M Café is open daily from eight o’clock

in the morning to midnight.

Sunday Jazz Brunch 10:30 am to 3:00 pm

Thursday So What? Night 10:00 pm - 2:00 am features special DJs every week

Friday Move Night 10:00 pm -2:00 am features special DJs every week

MUSEUM CAFE NINYO

The gazebos for 2 at Ninyo greatly imply that they are primarily meant to serve couples who would like to have private conversations over a delectable meal.

Conference rooms and long tables are also available

MARKET SHARE weekdays: 80%couples;

20%corporateweekends: 80%couples;

10%corporate; 10% families Dress code: Smart casual Ninyo is open from daily (except

Mondays

CUSTOMER PROFILE

MUSEUM CAFE NINYO

People Age: 30 – 50 Sex: Both male and female Occupation:

Corporate/Politicians/

Businessmen Behaviour

Couples normally order the Degustation Meal (4 to 6 courses)

Others normally order ala carte Occasion Anniversaries/Birthdays/Special

Holiday (Father’s Day/Mother’s Day/Graduation)

Meetings How long do they stay? 1 and a half to 2 hours

Age- 25-50 Sex: Both Male and Female Occupation: Corporate/

Businessmen/Socialites/Celebrities

Middle to Upper Classes Behaviour

Order Ala Carte Cocktails Buffet- Sunday

Occasion Business meetings/ Socializing/chill-

out

How long do they stay

2-4 hours; longer during Thurs-Sat

MENU

MUSEUM CAFE NINYO

MENU: PRODUCT

Filipino Dishes with Western FlairAsian-Fusi0n CuisineAppetizer

Chicken Adobo Foie GrasSalad

Smoked Bangus SaladSoup

Spicy Pumpkin Curruy SoupEntrees

Sweet Braised Pork Braised Country Lamb Shank

Innovative Cocktail Dinksthe ‘M’

vodka / melon liqueur / pineapple juice

Every dish is inspired by Japanese and French cuisine

Appetizer Seafood (oysters, prawns, crabs,

dory) Foie Gras

Salad Steak/Shiitake/Duck

Breast/Salmon Soup

Miso/Tomato/Pumpkin Entrees

Seafood (Dory/Salmon/Unagi/Chilean Sea Bass/Prawns)

Meat (Chicken/Beef) Degustation

4 to 6 course meal (Appetizer to Dessert)

MUSEUM CAFE Resto 2

MUSEUM CAFE

Braised Country Lamb Shank “Kare-kare at 495

Sesame Dilis kung Pao Style @ 300

* Menu is meant for Sharing

NINYO FUSION CUISINE AND WINE LOUNGE

MENU : PRICEEntrees Museum Cafe Ninyo

Salad Starts at Php 300+ Starts at Php 495+

Appetizer Starts at Php 300+ Starts at Php 350+

Beef Entrée Starts at Php 600+ Starts at Php 600+

Seafood Starts at Php 600+ Starts at Php 600+

Pasta Starts at Php 500+ Starts at Php 500+

Dessert Starts at Php 200+ Starts at Php 300+

Glass of wine Starts at Php 200+ Starts at Php 300+

Museum Café’s average dining spend per person is Php 700. With 12% VAT 10% service charge & 1% local tax

Ninyo’s average dining spend per person is Php1000. With 12% VAT 10% service charge & 1% local tax

CUSTOMER SERVICEMUSEUM CAFE Resto 2

Number of staff per shift? 5+ front of house staff per shift; 1 waiter:10 guests

1 waiter:2guests, 2 Chefs, 2 front of house staff

Reservations Accepts walk-in reservations from Monday-Wednesday.

Accepts walk-ins but prefers reservations at least half a day before the visit

Freebies Complimentary Crudités. Complementary bread and herbed butter

Take out, delivery services No delivery service. Accepts pick-ups.

No

Quality of Service prompt and attentive to guests’ concerns

prompt and attentive to guests’ concerns

Speed of Service Average waiting time of 10-15 minutes

Average waiting time of 5 – 7 minutes for each course

MARKET TRENDS

MUSEUM CAFE NINYO

Big serving portions Sufficient serving portions

Value for money Value for money

Weekly themed entertainment nights

Degustation meals are modified on holidays (ex. Graduation/Mother’s Day/Father’s Day)

Offers corporate and social banquets.

Offers corporate and social banquets

PROMOTIONSMUSEUM CAFE

Discounts Restaurant offers frequent diner discount card

Degustation meals are offered at a discount.

Promotions Plenty of marketing tie-ups and sponsorships

Primarily via word-of-mouth.

Media promotions high frequency of print collaterals (tent cards, flyers, frequency cards, inter-resto promotions)- regular PR features- updated facebook account info & details

Mostly via print (magazine/newspaper features) and via social media (facebook)

CONCLUSION

Requirements M ‘ CAFE NINYO

Dress Code Casual-Formal Casual Formal

Customer Service Average Average

Menu Signature Dishes by Celebrity Chef

Signature Dishes by

Food Quality Good Quality Good Quality

Price Value for Money Value for Money

200

700-1000 700-1000

CONCLUSION

The Definition or Requirements of Fine Dining Experience in the Philippines is lower than International Standards

Menu Selection ( Product And Price ) And Location- Ambiance and Customer Profile are becoming the common determinant factors

Customer service is yet to be standardized and improved for a better fine dining experience