Documente Academic
Documente Profesional
Documente Cultură
Submitted by:
Barlizo, Cristina
Boluso, Hilary
Domingo, Resli
Isanan, Nikolai
Maragay, Jillian
Ting, Rochelle
Submitted to:
December , 2019
CHAPTER 1: INTRODUCTION
In this chapter the researchers will focus on the background of the study which introduced
information about the problem to be solved in the study. In addition, it also includes the statement
of the problem which consists of questions which will be answered during the course of this
research. Furthermore, the scope and delimitation will help explaining the depth of exploration
and control factors that the researchers chooses to narrow down. Lastly, the significance of the
Innovation makes a significant difference to food businesses. If the offers in the market
will remain the same, the market will leave a product or service behind if there are no developments
made. The company that reaches growth and success are those who are not afraid to try something
new and fresh so that it will pique the curiosity of the consumers in the market. Stanton, J. (2016)
mentioned that "Innovation is a lot more than a line extension or a new package design. It is the
major way and should be the primary way to keep corporations in sync with their consumers." It
implies that developments of existing products or services are necessary to retain consumers since
consumers are usually looking forward for something new in the market. Furthermore, Galanakis,
C. (2016) stated that "It is an important instrument to stand out competition and satisfy consumer
demands. Ultimately, they are the tools to success in a hard economic environment, the carrier to
penetrate new markets and the key to establish new products or processes.” It indicates that
innovation keeps the company on top of the market since they are able to satisfy their consumers
with a fresh product or service which is new to the eyes of the consumers.
With regards to these, the researchers decided to revolutionize and give the conventional
shawarma a new delightful taste which strays away from the customary shawarma we have today
in the marketplace. Considering the new flavours the researchers incorporated on the typical
ingredients of creating the shawarma, they improved and added variation to the taste of the bread
that can serve as a substitute to the conventional pita bread. On the other hand, if we are to trace
when did the shawarma, an Eastern sandwich-like treat was introduced in the Philippines, it was
back in the early 1990’s and became instantly popular, setting off a viral proliferation of shawarma
kiosks in every shopping center, transport terminal and other spots with a modicum of pedestrian
traffic (The Manila Times, 2013). And since then, the proliferation of shawarma stalls were
everywhere, with Turks setting of an example of how successful these kiosks are in the market.
Shawarma is thinly sliced cuts of meat, like chicken, beef, goat, lamb, and sometimes
turkey rolled into a large piece of flatbread or pita that has been steamed or heated (Fayed, S.,
2019). It is a go to snack which can be eaten wherever you are since it needs no utensils to be able
to consume it. This is due to urbanization, consumers have less time to shop, cook or prepare their
foods which results to a rapid expansion of convenience foods Scholliers (2015) which paved the
way to the expansion of shawarma stalls in the market. It features the traditional pita bread we
have in the which is a simple circular bread made out of flour, yeast, salt, and water; also, it has
ground beef, pork, or chicken with several strips of vegetables and special white sauce to complete
the shawarma.
According to Marasigan (2019), Filipino food will evolve and the influx of foreign brands
will compel homegrown Filipino concepts to up their game not only in food quality and dining
experience but also in terms of recipes and presentation. This is the reason why we decided to
create Flattata. We have thought of incorporating other vegetables to add to the dough of the bread
to make it a much healthier food product since there are added nutritious components to it.
Moreover, to make the dough tastier, we put cheese to add sweetness and saltiness to the taste of
the dough. Cheese are generally a great source of calcium, fat, and protein (Butler, N., 2018). Other
than that, we decided to add variation to the usual ground meat which shawarmas usually contain
and added scrambled eggs to the selection with spring onions and carrots topped with tartar sauce
to complete the recipe. Moreover, we decided to replace the ground meat with chicken breast since
they provide zero grams of carbohydrates and a good source of protein and are low in fat (Frey,
M., 2019). And since potato is a flexible root crop that can be used as a base for the dough, we
added this vegetable as the main component that is also rich in potassium and vitamin C which are
strong antioxidants which reduce the risk of many diseases (Arnarson, A., 2019). Moreover, we
included malunggay leaves lead to modest reductions in blood sugar and cholesterol (Arnarson,
A., 2019) as well as carrots which is helps prevent vision loss (Megan Ware, R. D. N., 2017).
Revolutionizing the customary shawarma food we commonly see in the market caters
consumers who look for something new and refreshing without sacrificing the health benefits of
the product. In fact due to health concern, the demand for a healthy diet is increasing to reduce
mortality and improve life quality (Betoret et al., 2011). Moreover, according to Van Den Borne,
Van Kleef, Van Trijp, & Zondervan (2012), consumers are most likely interested in eating foods
that promotes and maintains energy, enhances satiety, and gives satisfaction. Moreover, our
product gives the consumers the choices since consumers generally want a wide range of choice
Fisher, S. (2018) apart from shawarmas stuffed with meat. This is why we are dedicated to add
our own taste since customers actually value opportunities to choose when they perceive
meaningful differences between the options they are offered (Salokar, B., 2018). Other than that,
the dough of our bread to be used in our own version of shawarma, Flattata, is a versatile nutritious
bread product since it can be used to make other food creations as well other than our innovation.
The purpose of this study is to determine the needed innovation or changes that will make the
existing product, shawarma, has to improve in order to make it into a more health-oriented product.
This paper will also tackle how the product will try to break the conventional flavour of shawarma
usually found in the market and how will it help the Filipinos develop conscious eating habits.
Research Questions
a) How will the product give a new taste and quality compared to the common shawarma?
2. How will the product help the Filipinos adapt healthy eating habits through offering a healthier
a) What selections does the product have that will cater vegetarians and meat-lovers?
b) What taste does the product should have that will tailor-fit the consumers’ taste buds
2. To help the Filipinos adapt healthy eating habits by offering a healthier choice of variant to the
traditional shawarma.
f) To tailor-fit the product taste in order to satisfy the consumers along with providing
nutritional value.
This product is intended for consumers who want to incorporate a snack to their diet that
can be conveniently eaten yet give the consumers the health benefit that it may offer. This also
intends to increase the variety of food choices that the consumer can have especially in foods that
People who want to improve their health holistically. Since the product contains
moringa, potatoes, carrots, cheese, and eggs or chicken breast, the product would be
nutrient dense which has a strong component of antioxidants. These nutrients may
chicken breast are known to be weight-loss friendly food, thus, people who are conscious
about gaining weight should not worry about gaining any pounds while eating Flattata.
Surprisingly, carrots are a good source of a compound found in yellow and orange fruits
and vegetables. Alpha carotene is a cancer fighting compound which helps in fighting
This study will focus on the product’s touch and innovation that on the existing product in
the market which is shawarma. This paper will also include how the product will give variation to
the usual shawarma and give the consumers the chance to choose from the options presented. The
study is also focused on determining the marketability and viability of the product to the consumers
and target market which is essential to gain their insights for the betterment of the product.
Furthermore, this research will no longer include the technicalities of business aspects such as how
will the product be advertised, who are the competitors of the product, and the marketing strategies
Target Market — refers to a group of potential customers to whom a company wants to sell its
Economic Environment — refers to all the economic factors that affect commercial and
consumer behavior. The economic environment consists of all the external factors in the immediate
marketplace and the broader economy. These factors can influence a business, i.e., how it operates
Market Share — represents the percentage of an industry, or a market's total sales that is earned
by a particular company over a specified time period. This metric is used to give a general idea of
Marketplace — may refer to an open space or square in a town where people buy and sell things,
i.e., a street market. It also means ‘the market’ in the abstract sense. For example, for a product to
Marketability — may apply to things or people. When it applies to people, we are talking about
making them attractive to potential employers or clients. When it applies to things, we are talking
Consumer Good — are products bought for consumption by the average consumer. Alternatively
called final goods, consumer goods are the end result of production and manufacturing and are
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