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Max’s Restaurant Research Paper Essay

1.FRANCHISENAME: Aguillon Ventures, Inc.,

2.BRAND AND TRADEMARK: Max’s Restaurant

3.BUSINESS CONCEPT: Max’s Restaurant is a Philippine-based restaurant serving fried chicken and Filipino dishes. What started out as a small café in the Philippines has successfully transitioned into a proud Filipino tradition that is also making waves in the global front as an international brand. Today, “the house that fried chicken built” has expanded to 123 local and 10 international branches. Max’s is more than just a food brand. It takes after characteristics that are innate to Filipinos – hospitality, generosity and passion for good food. The recipes have been intricately developed for 66 years and given a modern twist to cater to the increasingly discriminating tastes of customers from all over the world. To a lot of people, Max’s is a nostalgic place that reminds them of countless memorable experiences with their family, friends and loved ones. It is a place to nurture relationships, and “a home away from home.”

4.TARGET CUSTOMERS: Their target customers is high class family 5.TERM: The term of the Max’s Restaurant franchise is six (6) years with the right to renew 3 additional terms; total of 24 years. 6.SITE/LOCATION/ARCHITECTURAL DESIGN: Our Business Development Department can create a detailed site plan indicating the specific location of a desired prototype facility based on specific information and requirements provided by the franchisee about the proposed site. In addition, the department can prepare building plans and specifications detailing the requirements for overall design, furnishings, store layout, equipment, fixtures and interior decor specifications. Max’s Restaurant currently has over 127 branches in the Philippines. The chain also has branches in the U.S. states of California, Hawaii, and New Jersey, and its first Canadian branch in Toronto, Ontario. A store opened in Vancouver, British Columbia in March 2012. More branches will open soon in Sydney, Australia, and Dubai, United Arab Emirates, and Queens, New York.

PRODUCT & SERVICES: It’s signature dish is its fried chicken—Max’s dubs itself “the house that fried chicken built”. It’s often served with rice and/or kamote (sweet-potato) fries. Other items on Max’s menu are Filipino dishes like pancit, kare-kare, nilagang baka, sinigang na baboy, lechon kawali, pork adobo, bicol express, and crispy pata among others. Service is generally good, but the usually high volume of customer traffic at its mall locations doesn’t lead to the cleanest or most relaxing of environments at those branches. Max’s is a casual dining restaurant leaning more towards fast food rather than fine dining. Pre-packaged caramel bars accompanying some meals and Max’s bakery kiosks at some restaurants drive the point home. Some services:

Takes Reservations
Walk-Ins Welcome
Good For Groups
Good For Kids
Take Out
Waiter Service
Outdoor Seating

Max’s Restaurant pricing strategy is based on these costs: Direct costs.
These are the ingredient costs associated with the food item itself. This involves the purchasing food, portion sizes, food waste from spilling, overcooking or spoiling. Indirect costs.  Indirect costs are those that do not include the actual ingredients that make up a dish, but the aspects of your restaurant that add perceived value or quality. These provide significant basis upon which to charge higher prices. Preparation and labor.

The labor to prepare a menu item is considered an indirect cost. Menu items that require time, effort, artistry or talent to prepare merit a higher menu price than something that simply requires heating and plating.

Overhead expenses.
Overhead costs for items such as décor, product presentation, amenities and marketing efforts. Although slightly less common, these can create added value and validate higher menu item prices. Volatile food costs.

Many raw commodity food items, or basic ingredients with minimal quality variance, may fluctuate as often as daily. In a case such as this you have two easy options: raise your prices or work with a seasonal menu. Seasonal menus allow flexibility for buying crops in season, or in supply, to keep costs down. Service type.

Prices will undoubtedly change depending on whether your restaurant is a fast-casual restaurant or a fine dining restaurant. Be sure your prices represent the service value your customers receive. For instance, full service restaurants can always charge more for their hamburgers than quick-service joints, because full service restaurants are also providing greater ambience, better service and often better ingredients than the quick-service alternative. 9.QUALITY CONTROL METHOD: Prior to the commencement of operations, the corporate training department will provide the franchisee and eight members of the management team with hands-on training that spans 4 months. This training will incorporate classroom content and applied in-restaurant developmental modules that will extensively cover subjects ranging from administrative and operational matters to marketing. Regular refresher and developmental training programs will also be given as needs arise. Max’s is a firm proponent of sustainable continuous training of all Max’s franchises and employees to closely align our business model and company values and enrich the integral bond between store staff, guests and restaurant profitability.

Each franchise store can expect holistic support and servicing 24 hours a day, 7 days a week. A dedicated Franchise Area Manager will be assigned specifically to assist the franchisee in running the store. The key aim of the operations team is to create sales-building efforts and to ensure that Max’s high quality and safety standards are maintained across all store operations. FAMs will see to it that the store meets its sales targets and increases its profitability. FAMs conduct staff meetings, regularly make store visits and conduct training for procedural updates and rollouts for new programs and menu items. 10.MARKETING SYSTEM: Max’s firmly believes that marketing is the driving force that propels the restaurant brand forward. Our team is composed of marketing professionals and will provide each and every store with the best marketing service available to ensure brand loyalty and saliency in the market.

The marketing group will provide support for new product launches, sales-driven in-store promotions, above-the-line advertising efforts, and viable media planning. You can also expect dynamic local store marketing projects and exceptionally designed merchandising collaterals. Strategic brand mapping, intensive competition analysis, new product development and consumer-based research comprise the marketing support extended to all Max’s stores. 11.ADVERTISEMENT: In earlier television and cinema advertisements, the restaurant usually marketed itself as a place for Filipino families to get together. It also established its slogan “Saráp to the bones!” (“Delicious to the bones!”). More recently, a popular series of television advertisements told the story of a Max’s employee who was the childhood love of a popular TV celebrity, played by Piolo Pascual. The series showed the two characters as children, then as adults accidentally meeting at Max’s. The denouement of the story is when the celebrity recognizes the employee from their childhood. This commercial became so popular that it launched the showbiz career of Isabel Oli, the model who played the employee.

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