An Exploratory Study On The Sustainability Of StrEat Maginhawa Food Park

An Exploratory Study on the Sustainability of StrEat: Maginhawa Food Park 1
Table of Contents
ACKNOWLEDGEMENT P. 2
ABSTRACT P. 3
CHAPTER I: INTRODUCTION P. 4-15
Background of the Study P. 4-11
Statement of the Problem P. 11-12
Hypothesis P. 12-13
Scope and Delimitation of the Study P. 13
Significance of the Study P. 13-14
Definition of Terms P. 14-15
CHAPTER II: REVIEW OF RELATED LITERATURE P. 16-19
CHAPTER III: RESEARCH METHODOLOGY P. 20-27
Profile of the Customers P. 20-24
Research Design P. 25
Sources of Data P. 25
Data Collection Procedure P. 26
Data Gathering Instrument P. 26
Statistical Treatment of Data P. 26-27
CHAPTER IV: PRESENTATION, INTERPRETATION
AND ANALYSIS OF DATA P. 28-47
CHAPTER V: SUMMARY, CONCLUSIONS AND RECOMMENDATIONS P.48-50
BIBLIOGRAPHY P.51-53
APPENDIX P.54-56

ACKNOWLEDGEMENT
This research project was established from months of patience, hard work and dedication,
by which the researchers could not have accomplished without the presence of a supporting cast
completely throughout the whole duration of the research.
To the Follosco, Pascual and Turano family, we especially grant our thanks to you for
supporting and providing us in our academic ventures, specifically for this paper. We cannot
express our gratitude enough for everything that you have sacrificed for the sake of our future.
To our ever-supporting friends, thank you for assuring us that we can finish this research
paper in time and for continuously reminding us about all the details regarding the completion of
this paper. Special thanks to Mitz Dela Rosa and Jocel Tirado for helping us not just in collecting
data but also criticizing our work since the very first day. To our HRIM 199 colleagues,
congratulations to each one of us because we have surpassed another milestone in our academic
life here in the university, we can now make another step closer to graduating with our heads
held high.
To Alyssa Pineda, thank you for being very understanding towards our paper. You never
failed to deliver when we asked for your help in analysing our data. We truly appreciate the time
and effort you have sacrificed for the completion of this paper. With that, we are very thankful.
And for our thesis adviser, Assoc. Prof. Tomacruz, we thank you for your constructive
criticisms and unending ideas in writing and accomplishing this paper. Moreover, for being firm
and strict all throughout the semester which taught us to be professional and which pushed us to
surpass our limits as students.
Again, we are truly grateful for all of you. God Bless you all!

ABSTRACT
The main objective of this research paper is to study the different sustainability factors in
the point of view of the customers of StrEat, a newly open food compound located at Maginhawa
Street. To be more specific, the objective is to know the customers’ sentiment on patronizing
StrEat in the next five (5) years with the use of a self-administered questionnaire. There were a
total of 150 respondents that were asked to participate in the study.
Based on the findings, the majority of the customers of StrEat have a positive sentiment
on patronizing StrEat in the next five (5) years. Another result of the study is that there is a
significant relationship between the sustainability of StrEat and the following sustainability
factors: Ambience, Parking, Food Quality and Value for Money which means that if StrEat
improves on the following areas, there is a higher chance that they will have repeat customers. It
was also found out that Value for Money has the biggest effect on the sustainability of the food
compound.
The researchers recommend that a more thorough study should be done on the topic since
this is only an exploratory study. An extension of this paper can pave way to more information
that can affect the improvement of the food compound in the future.

CHAPTER I
INTRODUCTION
Background of the Study
Maginhawa Street is an approximately 2 kilometre street in barangay Teacher’s Village,
Quezon City that used to be a residential place, but now had become a destination for food
enthusiasts and has become famous as a food hub in Quezon city. It had been one of the
favourite hangout spots of students and employees in the Quezon City area. There’s a great range
of restaurants and types of cuisines in the street. According to an article in the Philippine Daily
Inquirer by Kara Santos entitled “Maginhawa’s Eat Factor”, Maginhawa street has become a
some kind of a “tourist attraction”, with people coming from all over metro manila to just to go
food tripping.
Given the increasing popularity of Maginhawa, a lot of new food establishments
emerged. They expanded the variety of food choice by introducing new cuisines and by
introducing new concepts. Some were successful and is being patronized by the people while
some were not having the same reception as the other establishments. One of the establishments
that is now starting to make a name for itself is StrEat: Maginhawa Food Park, which introduced
the concept of food truck containers to Maginhawa. There are a total of 12 food stalls inside the
area that are totally unique from each other which are: The G.R.EAT. Burger Truck, The Soul
Food Truck, Bricks and Copper Turkish Cuisine, Grape Escape, Mexikombi, Me Love You
Long Time, Magpie Cafe, Endless Summer Cafe, Saucy Food MNL, The Lost Bread, Egg It and
Schmidt’s.

Photo by Pam Santos & Tim De Dios
The G.R.EAT. Burger Truck is located at the right side of the StrEat near the entrance
of the area. The name itself speaks of what it offers to the customers which are burgers. They
provide a wide variety of burgers from the simplest ones like a normal tomato, lettuce and cheese
(TLC) burger to the most complicated ones like Flying Pig and Chili Burger.
The Soul Food Truck is located at the opposite side of its food truck neighbour, which is
also near the entrance of StrEat. It offers southern comfort food which consists of steaks, corn
dogs and deep fried cheese balls.

Bricks and Copper offers authentic Turkish cuisine composed of kebabs, shawarmas &
pita breads. They also offer shisha with a complete array of different flavors to smoke which
separates them from the other stalls.
Photo by Pam Santos and Tim De Dios
Grape Escape offers the most class among the other food stalls in StrEat because of the
menu that they offer. The name of the establishment provides a hint of their unique selling point
which is wine combined with a touch of European Cuisine spanning from pastas to pizzas.

Mexikombi is a combined term from the words Mexican, which is the type of cuisine
that they offer and Kombi, which is a vehicle ‘74 WV Kombi’. Some of the food items that they
offer are nachos, burritos and tacos.
Me Love You Long Time in StrEat is the second branch of the establishment which
originated from another food compound located at Malingap Street which is Z Compound. It
offers Southeast Asian flavours from Thailand, Malaysia, Indonesia and Vietnam. One of their

best sellers is the Beef Rendang, beef strips topped with leeks and peppers and subtly sweetened
and spiced with lemongrass, ginger and garlic.
Magpie Cafe is a korean dessert shop that offers a wide variety of unique desserts such
as magpie and specialty coffees to go along with it.
Endless Summer Cafe is a beach house inspired food stall that offers a wide array of
food and smoothies. One of their best sellers is the Garlic Chicken, a deep fried chicken that
oozes with garlic flavor and the other one is the Choco Banana Speculoos shake.

Saucy Food MNL gives the customers a chance to create their own rice topping at a very
reasonable price. The customers have the freedom to choose if they want meat or fish and what
sauce they want to pair it with.
The Lost Bread is located at the middle left side of StrEat and it is known for their
photo-worthy milkshakes and French toasts.

Photo from FB Account of Egg-It Asian Streetfood
Egg It is an extended branch of one of favourite food stalls in Kapitolyo. They serve
Hong Kong style waffles served with various toppings. The waffles are shaped like eggs hence
the name of the establishment.
Photo by Franz Banocnoc
Schmidt’s is one of the new food stalls that arrived in StrEat last July 2015. It offers
different types of hotdogs from around the world including New York’s Coney Island Chili Dog,
Japan’s Wagamama and New Zealand’s Aucklander.

With StrEat being patronized by a great number of people considering that it is still
relatively new, an interest was formed to determine whether the food establishment can retain
their customers and if it will be sustainable, or the craze for it is just a fad and will be short lived.
Statement of the Problem
StrEat, for the past few months, has been a famous attraction on the street of Maginhawa.
It is a food compound which features a variety of food establishments, catering to different
people of different backgrounds and preferences. StrEat has been rated 3.5/5 on Trip advisor, and
on the same site has received a lot of good comments about its offered foods’ quality and variety.
Although it is doing well and is crowded most of the time, their sustainability is still
questionable. In fact, on a research done by Scott Shane on 2012 which looked into the survival
rate in 5 years of businesses per industry, it turned out that the service industry has a survival rate
of only 47.6%. This means that more than half of businesses in the service industry fail to live
after the said time (5 years). The study was conducted on start-up businesses, a category StrEat
belongs in. Knowing this, the group finds it very interesting to conduct an exploratory study on
the sustainability of StrEat.
Specifically, this research will attempt to answer the following questions:
1. What is the profile of the people dining at StrEat?
2. How often do the people visit StrEat?
3. How did people rate StrEat on the following criteria?
a. Food Quality
b. Service Quality

c. Value for Money
d. Food Variety
e. Food Presentation
f. Ambience
g. Marketing Strategies
h. Facilities and Amenities
i. Parking
j. Accessibility
k. Sanitation
4. Which of the food establishments in StrEat: Maginhawa Food Park have the most
chance of retaining customers?
5. What are the things that StrEat: Maginhawa Food Park need to improve on?
6. What are the sentiments of the people on patronizing StrEat?
Hypothesis
There is a significant relationship between the sustainability of StrEat: Maginhawa Food
Park and the following factors:
a. Food Quality
b. Service Quality
c. Value for Money
d. Food Variety
e. Aesthetic Appeal
f. Ambience

g. Marketing Strategies
h. Facilities and Amenities
i. Parking
j. Accessibility
k. Sanitation
Scope and Delimitation of the Study
The scope of the study is limited to the perception of the clients, on the factors that
contribute to the sustainability of the establishment. This gives rise to the limitation of the study
where sustainability is solely based on whether or not people will choose and continue to
patronize StrEat in the next five (5) years. The study will also be limited to the evaluation of
StrEat: Maginhawa Food Park as a whole, not the specific stalls within the food establishment.
Since the assumption is that the food stalls know how to sell their products, and as long as people
buy their products, they make a profit and will survive, thus, be sustainable.
Significance of the Study
This study is significant to the local government and the community of Teacher’s Village.
Since not only will this study help StrEat: Maginhawa Food Park but also other establishment of
the same kind in the area in assessing their sustainability and provide basis for improving their
sustainability that will result to sustainable businesses contributing to the local economy by
providing employment opportunities to people and by bringing in economic growth to the
community.

The findings of this study is significant to establishment StrEat: Maginhawa Food Park as
it provides information about its customer's opinion to the factors that contributes to the food
establishment’s sustainability, that in turn, can help StrEat: Maginhawa Food Park determine
which areas of those factors to improve on to further improve its sustainability. This study also
provides information of the establishment's potential, in terms of its sustainability for the next
five (5) years.
This study will also help individuals like other food establishment owners, managers and
future restaurateurs and aid them in their decision making that can affect their establishment or
soon-to-be-opened business’ sustainability. This study will also provide knowledge to clients
about their food-establishment-choosing behaviours. This study is also significant to researchers
and students as it lays a groundwork or basis for future studies of related topic.
Definition of Terms
Food Quality - the overall properties and attributes of food which includes appearance, odour,
texture and taste.
Food Truck - a mobile truck that serves food and/or beverage but without the ambiance/service
that restaurants offer
Maginhawa Street - an established residential/commercial area known for its restaurants, coffee
shops and the like.
Monthly Income - the amount of money a person earns in a month
Patronize - to continuously support an establishment
Price - the ability of a customer to afford a food item

StrEat: Maginhawa Food Park - a newly opened food complex that offers a wide variety of food
choices.
Sustainability - the ability of a business to survive through five (5) years without being closed
down.

CHAPTER II
REVIEW OF RELATED LITERATURE
The Rise of StrEat: Maginhawa Food Park
An empty lot turned into a food compound in Maginhawa Street is already starting to
make a name for itself in social media. The mother-daughter tandem of Kitty and Cheska Del
Castillo had the idea of introducing the food truck-container concept to Maginhawa street,
calling their venture “StrEat”, from the combination of words street and eat that obviously
defines the nature of the park and what it offers (Gadia, 2015). It had its soft opening last January
29, 2015 in partnership with the Food Truck Association of the Philippines. There were only 4
food trucks at that time which are: Mio Gelati, G.R.EAT Burger, Mexikombi and Soul Food. On
its grand opening last March 13, 2015, the compound consisted of a total of 11 unique food
establishments which includes The Lost Bread, Saucy Food, Magpie Cafe, Grape Escape,
Endless Summer, Me Love You Long Time and Bricks and Copper (Albano, 2015).
Food Trucks: A Brief History
The earliest attempt to establish a Food Truck was when Walter Scott cut windows in a
small covered wagon in 1872. He parked it in front of a local newspaper office in Providence,
Rhode Island. There he sold sandwiches and pies while eating inside. Since then, it has
undergone changes such as losing its wheels, making it an immobile food truck. It has also
served various people from ordinary people, to the army (Engber, 2014). Ever since then, the
food truck industry has been spread around the world, and starting 2012, it has invaded Manila
(Uy, 2012).

Factors Affecting Customer Satisfaction
Food quality”, “service quality”, and “restaurant environment” are the main factors that
all have significant relationship with customer satisfaction. The effects of these factors vary
depending on different types of customers as one study has concluded that service quality
(Chow, Dickson, et al., 2013) is most important while another one has concluded that food
quality (Ramseook-Munhurrun, 2012) is the most important factor. Still, another study made by
Hwang (2010) concluded that “Perceived food value”, wherein customers feel good about what
their money has bought, is the most important factor.
Factors Affecting consumer’s choice of a Food Establishment
According to different studies, consumer’s choice of a particular restaurant depends on
many factors.
To Islam and Ullah (2010), it was identified that accessibility is a factor related to
consumer’s preference. Dimensions of accessibility are authorization, opportunity or right to
access the services, which includes sufficient parking space, easy access of location. On the other
hand, Litman (2015) said that the convenient accessibility will attract the customers to choose
their food establishment for them to dine.
It was stated by Eliwa (2006) that food quality, which consists innovative food,
presentation of food and food consistency are important reasons for customers to return to a food
establishment. It was also identified that food quality is the most significant factor for restaurant
attributes (Clark & Wood, 1998)

Various studies suggested that Price is a factor of customer’s preference in choosing
where to dine. Perceived price fairness influences customer satisfaction and loyalty, and can
increase the frequency of visits of costumers (Consuguera, Molina and Esteban, 2007).
It was mentioned by Eliwa (2006) that ambiance of a restaurant is made up of everything
that makes an impression on the people such as design of the building and decorations. The goal
is to create an ambiance that will make customers satisfied and pleased to make them want to
return to the establishment again. According to Bitner (1992), another aspect of ambiance that
will be looked into is the physical surroundings of the establishment, this includes all of the
physical factors that can be controlled by the establishment to enhance customer actions. It was
also mentioned by Wall & Berry (2007) that physical surroundings have an influence on
consumer’s satisfaction because it aids the customers to create a picture that will aid them in
assessing the dining experience, which makes it an important factor in the related industry.
Consumer attach great importance to facility layout in determining where to dine, as
stated by Thakkar & Thatte (2014). This includes the dining space of the establishment. One of
the ten most frequent complaints made by food service and hotel customer is spaciousness,
according to Cadotte & Turgeon (1988). That is why, this aspect of the establishment was
considered as a factor that contributes to StrEat’s sustainability.
It was defined that customer retention is the marketing goal of preventing customers from
going to the competitor (Molapo & Mokwada, 2011). Therefore, it is seen that it is significant to
consider the competition within the vicinity to assess if StrEat will be sustainable with
competition being a factor.

Average Expenditure on Food
Different countries have different percentage of income spent on food. Richer countries
spend a smaller fraction of their income on food than poorer countries; mainly because they earn
more and can spend money on things other than food. For example households in the US spend
6.5% on food while on households in Nigeria, a poorer country, spend 56.6% on food. (Plumer,
2015) Here on the Philippines, the food expenditure for households is 37% (based on an info
graph released by the Washington State University in 2008).
Average Eating Out Expenditure of Millennials and Boomers
Millennials are people born from 1980 to present, while boomers are people born from
1946-1964 (Henseler, 2014). Millennials eat more outside than Boomers do; 43% of the total
food expenditure of Millennials is spent outside the home while boomers spend 37% of their
food budget that way (Ascarelli, 2015).

CHAPTER III
RESEARCH METHODOLOGY
Below, tables 3.1 to 3.7 shows the profile of the respondents according to the following
aspects: Age, Sex, Occupation, Monthly Income/Allowance, Monthly Allocation of
Income/Allowance for Food and Beverage, Area of Residence and Frequency of Visiting StrEat.
These results will further be discussed in Chapter IV: Presentation, Interpretation and Analysis of
Data.
Table 3.1 Profile of Respondents According to Age
AGE GROUP FREQUENCY PERCENTAGE
17 years old and below 19 12.67%
18 – 21 years old 53 35.33%
22 – 25 years old 47 31.33%
26 – 29 years old 18 12%
30 years old and above 13 8.67%
TOTAL 150 100%
Table 3.2 Profile of the Respondents According to Sex
SEX FREQUENCY PERCENTAGE
Male 64 42.67%
Female 86 57.33%
TOTAL 150 100%

Table 3.3 Profile of the Respondents According to Occupation
OCCUPATION FREQUENCY PERCENTAGE
Student 68 45.33%
Self-employed 10 6.67%
Employed: White Collar
Job
34 22.67%
Employed: Blue Collar Job 31 20.67%
Unemployed 7 4.67%
TOTAL 150 100%
Table 3.4 Profile of Respondents According to Monthly Income/Allowance
MONTHLY
INCOME/ALLOWANCE
FREQUENCY PERCENTAGE
P5,000 and below 38 25.33%
P5,000 to P15,000 47 31.33%
P15,000 to P25,000 37 24.67%
P25,000 to P35,000 13 8.67%
P35,000 to P45,000 8 5.33%
P45,000 to P55,000 1 0.67%
P55,000 to P65,000 5 3.33%
Cannot Estimate 1 0.67%
TOTAL 150 100%

Table 3.5 Profile of Respondents According to Monthly Income/Allowance Allocated on
Food and Beverage
Monthly Allocation
for Food and
Beverage
Frequency Percentage
P1,850 and below 18 12.00%
P1,850 to P5,550 69 46.00%
P5,550 to P9,250 37 24.67%
P9,250 to P12,950 13 8.67%
P12,950 to P16,650 7 4.67%
P16,650 to P20,350 5 3.33%
P20,350 and above 1 0.67%
Total 150 100.00%

Table 3.6 Profile of Respondents According to Area of Residence
Area of Residence Frequency Percentage
Alabang 1 0.67%
Bulacan 2 1.33%
Caloocan 3 2.00%
Cavite 2 1.33%
Laguna 1 0.67%
Makati 4 2.67%
Mandaluyong 3 2.00%
Manila 21 14.00%
Marikina 5 3.33%
Pampanga 1 0.67%
Paranaque 2 1.33%
Pasay 1 0.67%
Pasig 5 3.33%
QC 78 52.00%
Rizal 14 9.33%
San juan 1 0.67%
Taguig 2 1.33%
Valenzuela 4 2.67%
Total 150 100.00%

Table 3.7 Profile of Respondents According to How Often They Visit StrEat
How often they visit StrEat Frequency Percentage
Once a week 8 5.33%
Twice a week 2 1.33%
More than Twice a week 4 2.67%
Once a month 27 18.00%
Once for the last Three months 30 20.00%
First Time Visit 71 47.33%
Other 8 5.33%
Total 150 100.00%

Research Design
This exploratory research aims to distinguish whether StrEat: Maginhawa Food Park is
sustainable in the next five (5) years. The descriptive research method will be applied. Moreover,
Quantitative research method will also be used in this research. The only source of respondents
will be coming from the customers dining at StrEat: Maginhawa Food Park.
Figure 3.1 Conceptual Framework
Sources of Data
Primary and secondary data will be used. The primary data will be obtained using a
survey type of questionnaire from StrEat: Maginhawa Food Park during its operational hours
only. The secondary data will be obtained from books, magazines, blogs and internet sources that
will provide helpful information in supporting the hypothesis made in this study.

Data Collection Procedure
Purposive sampling method will be used in this research in order to access a particular
sub-set of people who are the customers of StrEat. The purpose of the researchers is to limit the
respondents to only those people who has dined to any establishment in StrEat: Maginhawa Food
Park. This research will require 150 randomly selected respondents.
Data Gathering Instrument
The researchers will have a checklist type of questionnaire. This questionnaire will
mainly focus on the following: customer profile (age, sex, occupation, area of residence, monthly
income/allowance and average expenditure on food), evaluation of the 11 sustainability factors
of StrEat and most importantly, the customer’s sentiment on patronizing StrEat in the next five
(5) years.
Statistical Method Used
The statistical method that will be applied in this research is Ordinal Logistic Regression
since the response variable used in the study is an ordinal variable meaning its values can be
ranked but the distance between them is unknown. The formula of the statistical method applied
can be illustrated in Figure 3.2 where 𝑦𝑖 = {1, 2, 3, 4, 5}
𝑦𝑖 = 𝑥𝑖
́ 𝛽 + 𝜀𝑖
Figure 3.2

The customer’s sentiment on patronizing StrEat: Maginhawa Food Park in the next five
(5) years was defined by five (5) ordered categories namely: ‘extremely unlikely’, ‘unlikely’,
‘uncertain’, ‘likely’ and ‘extremely likely’, coded one (1) to five (5) respectively as shown on
table 3.8
Table 3.8 Interpretation of the Response Variables
Response Variable (Y) Code
Extremely Unlikely 1
Unlikely 2
Uncertain 3
Likely 4
Extremely Likely 5

CHAPTER IV
Presentation, Interpretation and Analysis of Data
The following data results were obtained from 150 randomly selected customers at
StrEat: Maginhawa Food Park. Below, Figures 4.1 to 4.7 shows the profile of the respondents
according to age, sex, occupation, monthly income/allowance, monthly allocation of
income/allowance for food and beverage, area of residence and frequency of visiting StrEat (in
graph form).
Figure 4.1 Profile of the Respondents according to Age
Based on Figure 4.1, the majority of the respondents were aged 18-21 years old, which is
35% percent of the total respondents. While 22-25 years old comprises the other 31% of the total
number of respondents. It can be seen that 66% of the total respondents are aged 18-25 years old.
This means that diners in StrEat are composed of mostly young adults, which means that StrEat
attracts people in the young adult group.

Since this age group is composed of young adults, as long as the establishment focuses on
the preference of this age group, in terms of ambiance, food choices, marketing strategies, etc.
the age group will continue to patronize the food compound. As long as StrEat make their
establishment accessible to this age bracket, not in the sense of transportation but in the sense
where young adults would have no reason not to go in the food compound, and be able to adapt
to the changing preference of the age group, StrEat can be sustainable for the next five yeras.
Figure 4.2 Profile of the Respondents according to Sex
Figure 4.2 shows that the surveyed number of female are more than their male
counterparts by 14%. Figures 4.8, and 4.9 - which both shows the top restaurants that may appeal
or perform better, resulting to them having the most frequented or tried ones in the food
compound. Figure 4.8 shows that the top three restaurants revisited are Lost Bread, Endless
Summer Cafe, and Magpie Cafe. Figure 4.9, which shows the restaurants most likely to be tried
on another visit, has Magpie Cafe, Lost Bread, and The G.R.EAT Burger Truck respectively on
its top three (3). Assuming that the researchers weren’t subconsciously picking females as their

respondents, Figure 4.8 and 4.9 can be related to the sex of the respondents by looking at the
type of food the top restaurants offer. Figure 4.8 has its top 3 offering sweets and desserts, while
4.9 has 2 out of 3 offering the same type of food. One interpretation therefore, is that the higher
number of females may be caused by the food offerings of the top performing and appealing
restaurants on the compound - which is based on a data by GrubHub on February 2013 which
states that females are 25% more likely to offer desserts than men.
Figure 4.3 Profile of the Respondents according to Occupation
The occupation of the respondents is mostly composed of Students, 45%. 21% are Blue
collared workers while 22% are white collared workers. Combined, employees are 43% of the
respondents. This can a basis for the population of diners in StrEat. The percentages based on
Figure 4.3 can be explained due to the presence of Commercial and Industrial Offices,
Universities, Colleges, and Schools in the area. As long as these establishment exists, especially
the Schools, Colleges and Universities, continue to exist in the area, StrEat will still be able to
retain their market. Thus, be sustainable.

Figure 4.4 Profile of the Respondents according to Monthly Income/Allowance
Figure 4.4 shows that 31% of the income/allowance of the respondents fall under the
P5,000 to P15,000 mark,25% fall under P5,000 and below, while another 25% earns P15,000-
P20,000, which confirms the other data presented in figure 4.1 and 4.3 that those who go to
StrEat are more likely students and young professionals. This can impact sustainability in such a
way that as long as there are schools and offices near the vicinity, they can have a sustainable
market.

Figure 4.5 Profile of the Respondents according to Monthly Allocation for Food and
Beverage
The chart above shows the monthly allocation for food and beverage of the respondents.
The brackets were based on the brackets of the monthly income times 37%, the percentage of the
average food and beverage expenditure of Filipino Households.
The figure shows that the majority (46%) of the respondents have a budget of P1,850-
P5,550 for food and beverage. Considering that the respondents are mostly millennials,
following the data on Ascarelli’s article will mean that they spend 43% of their total food budget
eating outside. That is P795.50 - P2386.50 when computed; an amount that can be spent on
StrEat for at least once a month. The figure shows that most of the respondents can patronize
StrEat for as long as they sustain their current monthly income (or buying power, to account for
inflation).

Figure 4.6 Profile of Respondents according to Area of Residence
Based on Figure 4.6, the data shows that majority of the customers of StrEat resides in
Quezon City, 52%, and the other 48% is from other metro manila cities and nearby provinces. It
is actually expected that majority of diners would come from Quezon City since StrEat is located
in Quezon City but the 48% coming from other cities and provinces can be considered high in
relation to the size of the establishment. Which means that even at a relatively small scale type of
establishment, its reach have already been wide since almost half of its diners are from other
cities and provinces. This could mainly be attributed to the growing popularity of the Maginhawa
Street becoming a food hub, being recognized not only on Quezon City but also in other cities
and provinces. With this it can be concluded that as long as for the next five years, Maginhawa
continue to gain popularity and will reach a wider scope in terms of area, StrEat can be
Sustainable. Since it has been seen that people are willing to visit the area regardless of their
distance, as long as it’s in Metro Manila and nearby provinces.

Figure 4.7 Profile of the Respondents according to how often they visit StrEat
Figure 4.7 shows the frequency of the visit/s of the respondents in StrEat. 47.33% out of
the 150 respondents are new in StrEat which means that there are a lot of customers are curious
and wants to try the different food offered inside the food compound. One of the many factors
that contribute to this curiosity is marketing which can be of different forms such as Social
Media or Word of Mouth. With the popularity of social media sites like Facebook and Instagram
where people can post pictures of food and the location where they ate, it provides free
marketing for the food establishments and gains interest from social media users which results to
them trying out the food establishment.

Table 4.1 The Establishments that Customers will try again when they revisit StrEat
Establishment Frequency Percentage
G.R.EAT Burger Truck 27 18.40%
The Soul Food Truck 26 17.70%
Bricks and Copper
Turkish Cuisine
21 14.30%
Grape Escape 16 10.90%
Mexicombi 20 13.60%
Me love you long time 9 6.10%
Magpie Cafe 32 21.80%
Endless Summer Cafe 53 36.10%
Saucy Food MNL 11 7.50%
The Lost Bread 67 45.60%
Egg It 10 6.80%
Schmidt's 11 7.50%

Figure 4.8 The Establishments that Customers will try again when they revisit StrEat
The respondents were asked which among the establishments that they have eaten they
are willing to try again whenever they revisit. This gives the study the basis of which of the
establishment will have the highest frequency of return customers and a basis of knowing which
establishments are being visited by the most number of customers. This will aid the study in
determining which of establishment will be a major contributor to to the sustainability of StrEat.
According to Figure 4.8., The Lost Bread has the highest frequency of return customers,
which means that almost half of the StrEat customers are willing to avail again the product of
Lost Bread. With 45.60% wanting to try again Lost Bread, this means that there are actually
more who bought Lost Bread’s product. Which means that more than 45.60% of StrEat
customers bought Lost Bread’s product. The same can also be observed with Endless Summer
where more than 36.1% have tried and 36.1% will revisit. This puts Lost Bread and Endless
summer as major contributors in StrEat’s sustainability. With these, as long as Lost Bread and

Endless Summer will continue to operate the same way for the next 5 years, StrEat will still have
a major percentage of their customers being retained. Thus, StrEat could be sustainable.
Table 4.2 The New Establishments that Customers want to try when they revisit StrEat
New
Establishment to
Try when StrEat is
revisited
Frequency Percentage
G.R.EAT Burger
Truck
51 34.70%
The Soul Food
Truck
36 24.50%
Bricks and Copper
Turkish Cuisine
39 26.50%
Grape Escape 37 25.20%
Mexicombi 27 18.40%
Me love you long
time
18 12.20%
Magpie Cafe 62 42.20%
Endless Summer
Cafe
30 20.40%
Saucy Food MNL 23 15.60%
The Lost Bread 44 29.90%
Egg It 12 8.20%
Schmidt's 22 15.00%

Figure 4.9 The New Establishments that Customers want to try when they revisit StrEat
The respondents were asked which among the establishments, those that they have not
tried, are they willing to try on their next visit. This gives the study the basis of which of the
establishment could have a potential in being visited by a great number of people. This could
also be a basis for knowing which establishment will be a major contributor in StrEat’s
Sustainability.
According to Figure 4.9, 62% of repeat visitors from the respondents will try Magpie
Café and 51% of repeat visitors will try GREAT Burger Truck. Which means these
establishments have a potential to be a major contributor in StrEat’s Sustainability by being
potentially a destination of choice for return customers. As long as these 2 establishment are
open, also those establishment who could also be considered as significant, there will be reason
for customers to come back and try a new establishment.

Table 4.3 Sentiments in Patronizing StrEat
Sentiment Frequency Percentage
It is Extremely unlikely that I will patronize StrEat for the
next 5 years
7 4.70%
It is unlikely that I will patronize StrEat for the next 5
years
14 9.30%
It is uncertain that I will patronize StrEat for the next 5
years
35 23.30%
It is likely that I will patronize StrEat for the next 5 years 75 50%
It is extremely likely that I will patronize StrEat for the
next 5 years
19 13%
Total 150 100.00%
Figure 4.10 Sentiments in Patronizing StrEat
The summary of the sentiments above shows that 37.3% of people are likely to patronize
StrEat for the next five years. This is a good sign, however, only 13% are extremely likely to

patronize StrEat for the next five years. This implies that there are room for improvements. The
factors that can affect the results the most are to be discovered later on this paper, where the
researchers try to relate the factors to the sustainability.
Table 4.4 Time Frame and Frequency of Future Visit of the Customers of StrEat
Time Frame and Frequency of Future Visit Frequency Percentage
I will not revisit StrEat food park 3 2.00%
I will visit StrEat for the next year, Once 31 20.70%
I will visit StrEat for the next year, Repeatedly 56 37.30%
I will visit StrEat for the next 2 years, Once 4 3%
I will visit StrEat for the next 2 years, Repeatedly 15 10%
I will visit StrEat for the next 3 years, Once 2 0.013
I will visit StrEat for the next 3 years, Repeatedly 10 6.70%
I will visit StrEat for the next 4 years, Once 0 0.00%
I will visit StrEat for the next 4 years, Repeatedly 1 0.70%
I will visit StrEat for the next 5 years, Once 4 3%
I will visit StrEat for the next 5 years, Repeatedly 24 16%
Total 150 100.00%

Figure 4.11 Time Frame and Frequency of Future Visit of the Customers of StrEat
The time frame and frequency of future visits were asked by the questionnaires to know
the degree of the customer’s patronization. It is good that only 2% said that they will not revisit
the food park. The most answers, 37.3%, has the customers visiting StrEat for the next year
repeatedly; while the said measure of sustainability, which is 5 years, has just been answered by
16%. Aside from the fact that people may lose their interest if patronized for a longer period of
time, this may be due to the fact that people have no power to predict their preferences for a
longer time in the future.
In this study, data from 150 StrEat customers were used to investigate the association
between the customer’s sentiment on patronizing StrEat for the next 5 years and the explanatory
variables which are 11 factors of sustainability which include: Marketing, Ambience, Parking,
Facilities and Amenities, Food Variety, Accessibility, Sanitation, Food Quality, Service Quality,
Value for Money, and Food Presentation.

Table 4.5 Sentiment of Patronizing StrEat (Y variable)
Table 4.5 shows that out of 150 respondents, more than half of them had the sentiment of
patronizing StrEat in the next five (5) years which means that there is a high chance of
sustainability for the food compound.
Table 4.6 Determining P-Value
Dependent Variable: Customer’s sentiment on patronizing StrEat for
the next 5 years
Independent
Variables
Coefficient Standard
Error
P-value
Marketing -.1194139 .2180423 0.584
Ambience .3320301 .2336149 0.155
Parking .4018046 .2169088 0.064
Facilities and
Amenities
-.1190239 .2118374 0.574
Food Variety -.2875877 .2397849 0.230
Accessibility .2133137 .2002287 0.287
Sanitation -.2001334 .2395532 0.403
Food Quality .4373453 .2770144 0.114
Service Quality -.0103191 .2728472 0.970
Value for .6186018 .2188891 0.005

Money
Food
Presentation
-.1167762 .2724121 0.668
The p-value for Parking and Value for Money are less than alpha = 0.10. This means that
there is a significant relationship between these factors and the customer’s sentiment on
patronizing StrEat. Also, since it is known that Ambience and Food Quality are also important
factors and its p-value is close to .10, the researchers include it in the model.
The ordinal logistic regression was ran again against the customer’s sentiment on
patronizing StrEat for the next five (5) years on the significant factors which are Parking, Value
for Money, Ambience, and Food Quality.
Coefficients may only be interpreted based on the sign. Probability that Y=1 changes in
the opposite direction as the sign of the coefficient. Probability that Y=5 changes in the same
direction as the sign of the coefficient. The probability that Y is 2, 3, or 4 cannot be determined
therefore the average marginal effects will be checked.
Table 4.7
Factor Sign of
Coefficient
P(Y = Extremely unlikely |
X)
P(Y = Extremely Unlikely |
X)
Ambience Positive Decreases as rating for
ambience increases
Increases as rating for
ambience increases
Parking Positive Decreases as rating for
parking increases
Increases as rating for parking
increases
Food
Quality
Positive Decreases as rating for food
quality increases
Increases as rating for food
quality increases
Value For
Money
Positive Decreases as rating for value
for money increases
Increases as rating for value
for money increases

Table 4.8 Average Marginal Effect when Y = 1
Expression : Pr(Y==1), predict(outcome(1))
dy/dx w.r.t. : Ambience Parking FoodQuality ValueforMoney
-----------------------------------------
| Delta-method
| dy/dx Std. Err.
--------------+--------------------------
Ambience | -.0076504 .0086734
Parking | -.0142815 .0093627
FoodQuality | -.0087749 .0100679
ValueforMoney | -.0251115 .0119591
-----------------------------------------
Table 4.8 shows the average marginal effect on the four (4) factors of sustainability when
the response variable is equal to one (1) or ‘extremely unlikely’. The following statements will
serve as interpretation for each factor of sustainability: As the rating for Ambience increases by
one, the probability that the customer will extremely unlikely patronize StrEat for the next 5
years decreases by 0.008%. As the rating for Parking increases by one, the probability that the
customer will extremely unlikely patronize StrEat for the next 5 years decreases by 0.014%. As
the rating for Food Quality increases by one, the probability that the customer will extremely
unlikely patronize StrEat for the next 5 years decreases by 0.009%. As the rating for Value for
Money increases by one, the probability that the customer will extremely unlikely patronize
StrEat for the next 5 years decreases by 0.025%.
----------------------------------------
Delta-method
dy/dx Std. Err.
---------------------------------------
Ambience | -.0120873 .0132428
Parking | -.022564 .0136979
FoodQuality | -.0138639 .015459

ValueforMoney | -.0396749 .0153545
----------------------------------------
Table 4.9 shows the average marginal effect on the four (4) factors of sustainability when
the response variable is equal to two (2) or ‘unlikely’. The following statements will serve as
interpretation for each factor of sustainability: As the rating for Ambience increases by one, the
probability that the customer will unlikely patronize StrEat for the next 5 years decreases by
0.012%. As the rating for Parking increases by one, the probability that the customer will
unlikely patronize StrEat for the next 5 years decreases by 0.023%. As the rating for Food
Quality increases by one, the probability that the customer will unlikely patronize StrEat for the
next 5 years decreases by 0.014%. As the rating for Value for Money increases by one, the
probability that the customer will unlikely patronize StrEat for the next 5 years decreases by
0.04%.
----------------------------------------
| Delta-method
| dy/dx Std. Err.
--------------+-------------------------
Ambience | -.0165322 .0178363
Parking | -.0308616 .0174045
FoodQuality | -.0189621 .0210054
ValueforMoney | -.0542647 .0187871
----------------------------------------
Table 4.10 shows the average marginal effect on the four (4) factors of sustainability
when the response variable is equal to three (3) or ‘uncertain’. The following statements will
serve as interpretation for each factor of sustainability: As the rating for Ambience increases by
one, the probability that the customer will uncertainly patronize StrEat for the next 5 years
decreases by 0.017%. As the rating for Parking increases by one, the probability that the

customer will uncertainly patronize StrEat for the next 5 years decreases by 0.031%. As the
rating for Food Quality increases by one, the probability that the customer will uncertainly
patronize StrEat for the next 5 years decreases by 0.019%. As the rating for Value for Money
increases by one, the probability that the customer will uncertainly patronize StrEat for the next 5
years decreases by 0.054%.
-----------------------------------------
| Delta-method
| dy/dx Std. Err.
--------------+--------------------------
Ambience | .0173092 .0188386
Parking | .0323121 .0193824
FoodQuality | .0198533 .0219474
ValueforMoney | .0568151 .0205072
-----------------------------------------
when the response variable is equal to four (4) or ‘likely’. The following statements will serve as
interpretation for each factor of sustainability: As the rating for Ambience increases by one, the
probability that the customer will likely patronize StrEat for the next 5 years increases by
0.017%. As the rating for Parking increases by one, the probability that the customer will likely
patronize StrEat for the next 5 years increases by 0.032%. As the rating for Food Quality
increases by one, the probability that the customer will likely patronize StrEat for the next 5
years increases by 0.020%. As the rating for Value for Money increases by one, the probability
that the customer will likely patronize StrEat for the next 5 years increases by 0.057%.

-----------------------------------------
| Delta-method
| dy/dx Std. Err.
--------------+--------------------------
Ambience | .0189607 .0206767
Parking | .035395 .0203024
FoodQuality | .0217475 .0243138
ValueforMoney | .0622359 .0236499
-----------------------------------------
when the response variable is equal to five (5) or ‘extremely likely’. The following statements
will serve as interpretation for each factor of sustainability: As the rating for Ambience increases
by one, the probability that the customer will extremely likely patronize StrEat for the next 5
years increases by 0.019%. As the rating for Parking increases by one, the probability that the
customer will extremely likely patronize StrEat for the next 5 years increases by 0.035%. As the
rating for Food Quality increases by one, the probability that the customer will extremely likely
patronize StrEat for the next 5 years increases by 0.022%. As the rating for Value for Money
increases by one, the probability that the customer will extremely likely patronize StrEat for the
next 5 years increases by 0.062%.
Based on the summary of the results, there is a significant relationship between the
sustainability of StrEat: Maginhawa Food Park and the following factors: Ambience, Parking,
Food Quality and Value for Money. Moreover, the factor that has the most impact on the
sustainability of StrEat is Value for Money.

CHAPTER V
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
I. Summary
StrEat: Maginhawa Food Park is a food compound that is gaining popularity in
Maginhawa Street, Quezon City. The study aims to determine how different factors of
consumer satisfaction and choice affect the sustainability of StrEat for the next five (5) years.
Using both qualitative and quantitative approach, the data was gathered through
questionnaires which were distributed to the diners of StrEat. To analyze the data gathered,
descriptive statistics and regression was used. Based on the summary of the results, there is a
significant relationship between the sustainability of StrEat: Maginhawa Food Park and the
following factors: Ambience, Parking, Food Quality and Value for Money. Moreover, the
factor that has the most impact on the sustainability of StrEat is Value for Money. While
Marketing, Facilities and Amenitites, Food Variety, Accessibility, Sanitation, Service
Quality, and Food Presentation does not have a significant relation with StrEat’s
sustainability. The profile of the respondents where also analyzed to determine how it could
affect or be used to determine or improve StrEats sustainability.
II. Conclusions
Despite the low sample size, the results has been able to establish interpretations on how
the different factors of StrEat can affect the probability that customers will patronize the food
park. Having no lone factor to determine the people’s sentiments on patronizing, it is similar
to the results of some of the related literature about the factors affecting customer

satisfaction; which implies that people are subjective on what factors the value most in
restaurants (in this case, a food park).
The results show that out of the eleven (11) factors tested, only four factors have
significant relationship with the customer’s sentiment on patronizing StrEat. The four factors
are Ambience, Parking, Food Quality and Value for Money. Increasing any one of those
factors will increase the probability that a customer will patronize StrEat, while decreasing
them will do otherwise. Out of the four, the most important factor is Value for Money, it is
then followed by Parking, Food Quality, and lastly, Ambience.
The results of the study are helpful because it will inform the food park management the
factors they need to address the most. Knowing what to address will help them to improve,
leading to a higher probability of sustainability.
Finally, as this is an exploratory study, it can pave way for more studies to be conducted
regarding StrEat: Maginhawa Food Park.
III. Recommendations
The following recommendations are offered as possible ways to improve this study:
1. Increase the number of respondents in order to make the model more accurate and
meaningful.
2. Use different variables such as income and customer count in determining the
sustainability of StrEat: Maginhawa Food Park.
3. Change the respondents from customers to managers or employees in order to
have a different perspective towards the study.

4. When collecting data, it is better if the researchers will guide the respondents in
answering the survey even though it will be time consuming, in order to avoid or
lessen unnecessary errors.
5. In creating a questionnaire, it will be much easier if all the questions have specific
choices which will limit the respondents in giving out information that the
researchers only need. This will eliminate receiving faulty and mediocre answers
that the researchers wanted to avoid in the first place.
6. Conduct a study on marketability of StrEat: Maginhawa Food Park.
The following recommendations are offered as possible ways in improving towards the
sustainability of StrEat: Maginhawa Food Park in the next five (5) years:
1. Allot more space for parking in order to accommodate more customers since
nowadays majority of the food compound’s target market own a car/s.
2. Allocate more budget into marketing and advertising the food compound and not
just settle for online marketing using social media such as Facebook, Twitter and
Instagram.
3. Continue to conduct social events (e.g. beMused: a mini exhibit, Live
Billboarding, Pallete Palate: art fair and workshop) on a regular basis so that they
can provide more reasons for their customers to go back to StrEat: Maginhawa
Food Park.

BIBLIOGRAPHY
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street-quezon-city
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maginhawas-streat-and-heres-our-verdict/

APPENDIX
SURVEY QUESTIONNAIRE
Good day! We are 4th year students from University of the Philippines taking up
Bachelor of Science in Hotel, Restaurant and Institution Management. This semester we are
conducting a study about the sustainability of StrEat: Maginhawa Food Park. All data gathered
will be strictly confidential and will only be used for academic purposes. If it’s not too much to
ask, we would like you to help us in our research by answering the following questions:
Age: ______
Area of Residence (Village/Brgy and City):__________________________
Sex:
Occupation:
loyed
-employed
Estimated Monthly Net Income/Allowance
฀ Php 5,000 and below
฀ Php 5,000-15,000
฀ Php 15,000-25,000
฀ Php 25,000-35,000
฀ Php 35,000-45,000
฀ Php 55,000-65,000
฀ Other (Please Specify): __________________
How much of your monthly Net Income/Allowance do you allot for food and beverage?
__________ ____________________________________________
How often do you visit StrEat?
฀ Once a week
฀ Twice a week
฀ More than twice a week
฀ Once a month
฀ Once for the last 3 months
฀ First time visit
฀ Other (Please Specify): ________________________

Would you want to return to the same food establishment you have eaten in? If yes, check
the establishments you would want to try again if ever you revisit
฀ G. R. EAT. Burger Truck
฀ The Soul Food Truck
฀ Bricks and Copper Turkish Cuisine
฀ Grape Escape
฀ Mexikombi
฀ Me Love You Long Time
฀ Magpie Cafe
฀ Endless Summer Cafe
฀ Saucy Food MNL
฀ The Lost Bread
฀ Egg It
฀ Schmidt’s
Would you want to try something new? If yes, check the top establishments you would
want to try if ever you revisit:
฀ G. R. EAT. Burger Truck
฀ The Soul Food Truck
฀ Bricks and Copper Turkish Cuisine
฀ Grape Escape
฀ Mexikombi
฀ Me Love You Long Time
฀ Magpie Cafe
฀ Endless Summer Cafe
฀ Saucy Food MNL
฀ The Lost Bread
฀ Egg It
฀ Schmidt’s
In a scale of 1-5 with 1 being the lowest and 5 being the highest, rate the following aspects
of the StrEat: Maginhawa Food Park:
1 2 3 4 5
Marketing
Ambience
Parking
Facilities and Amenities (Comfort
room, Sound System)
Food Variety

Accessibility
Sanitation
Food Quality
Service Quality
Value for Money
Food Presentation
Choose a statement below that best describes your sentiment on patronizing streat for the
next 5 years.
฀ It is Extremely unlikely that I will patronize StrEat for the next 5 years
฀ It is unlikely that I will patronize StrEat for the next 5 years
฀ It is uncertain that I will patronize StrEat for the next 5 years
฀ It is likely that I will patronize StrEat for the next 5 years
฀ It is extremely likely that I will patronize StrEat for the next 5 years
In the next 5 years, choose the time frame and the frequency of your future visits:
฀ I will not revisit StrEat food park
฀ I will visit StrEat for the next year, Once
฀ I will visit StrEat for the next year, Repeatedly
฀ I will visit StrEat for the next 2 years, Once
฀ I will visit StrEat for the next 2 years, Repeatedly

An Exploratory Study On The Sustainability Of StrEat Maginhawa Food Park

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