Assessing Serendra Restaurants

Kim Floyd Suvilla

05-69533

HRIM 190

Prof. G. Salvador

1. How can the restaurants at Bonifacio High Street, Serendra remain profitable?

I have personally observed the saturation of the restaurants at Bonifacio High Street. On my first visit at the place, I wondered how these restaurants thrive given the small volume of people seen moving around the place. Compared to other commercial areas and malls, there is definitely a smaller volume of people in Serendra. It was then that I observed what kind of restaurant and what kind of clientele they are serving are established at Serendra. It may be true that these restaurants cater to the upper side of the society that’s why they remain profitable but I have observed on my latest visit last week the real number of competitors around the place. Just like any business, the only way to make the restaurant profitable is to increase transaction count or increase the selling prices. Decreasing the costs would be difficult as the financial crisis and the increase in oil price dictates and increase on most commodities. I am suggesting some of the ways to execute the increase in transaction count, increase prioces, or doing both schemes.

1. New Attraction in Serendra- make new sites for people to see in Serendra. Maybe the owners of the restaurants might do a collective investment on an amusement park to be installed inside the area. To still cater to the well off, the restaurants can create an amusement park that is offered at relatively higher prices than the cheaper counter parts. A zoo may also be erected or a water world to attract the children of well to do families. Recreating or repackaging Serendra this way would attract new customers and may eventually make Serendra a “family place.”

2. New gimmicks- concerts, academic discussions, recitals or any other performances can be organized to attract people to Serendra. These events give reasons for people to visit the place and thus increasing possible customers.

3. Cheaper subsidiaries- to tap the markets who can not afford the high prices of the restaurants or who merely go to Serendra just to stroll, the restaurant owners can set up a food court where every restaurant can set up a cheaper subsidiary to cater to the general public. In this manner, transaction count is increased while protecting the brand.
4. Promotions- Given that new sites like a zoo or a water world or an amusement park be constructed within Serendra, the restaurants can package their restaurant with it. The parks or the zoo may be added to their loyalty awards where people who frequently dine can avail of free admission. The frequency in eating may also be a way to be a member of the amusement park or the club which would entitle an individual of discounts. Partnership with other non-food stalls to do a promo which would benefit both establishments like a 20% discount on Abe food if you buy at Penshoppe- 3,000 single receipt. Sales may also be organized.

5. Increase prices- with the established new sites, these may be an added value to the place. The restaurants can make it as an added amenity and thus increase the prices of their food. Adding variety to the food they serve may also add up to the value.

6. More accessibility- Greater accessibility to the masses and to the outside world. Since the place is designed to be of class, this can be preserved by setting up a section for the classes at the vacant lots near Boni High Street. It msut then be taken into account to limit the number of food stalls on the new pang masa establishment as to entice the masa to the middle class people to still eat at Serendra. More routes should also be made to make the place more accessible to people with no car.