Number of Pages : 52 leaves
Adviser : Prof. Edison D. Cruz
Abstract
Digital transformation is now changing the business landscape of traditional industries. With the rapid growth in digital technology and rise of digital economy, ghost or virtual restaurant becomes an emerging business concept and starts to disrupt the traditional food service industry. A ghost restaurant is a facility that offers meals and food products by delivery only. This type of business has no physical store to cater dine-in customers. It has no direct interaction with the customers. The third party food delivery platform is responsible for customer relation, order placement and logistics. The research objective was to conduct an initial assessment of the potential market of ghost restaurant in Metro Manila, Philippines through market research and analysis. The primary data was collected using survey questionnaires posted online. A survey was conducted to 120 respondents who were working and residing in Metro Manila, Philippines. The quantitative data were analyzed through descriptive statistics and cross-tabulations while other variables were examined using Chi-square test to determine if a significant relationship exists. In addition, business model canvas, product development, operations and financial plans were prepared to assess the business feasibility of ghost restaurant. The study had found out that there is a potential market of ghost restaurant in Metro Manila, Philippines with working millennial group as the market segment. The Chi-square test result shows that there is a significant relationship exists between the internet users and prospective customers or ghost restaurants. Using the financial ratios and measures, this study had found out that the ghost restaurant is a good investment and offers an attractive business opportunity.
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.