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    政大典藏 > College of Commerce > International MBA > Theses >  Item 140.119/143796


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/143796


    Title: MAHARLIKA: 台北現代菲律賓餐廳企劃書
    “MAHARLIKA”: A Business Plan For Modern Filipino Restaurant In Taipei
    Authors: 夏恩熙
    Mae, Salas Jessie
    Contributors: 郭維裕
    Kuo, Wei-Yu
    夏恩熙
    Salas Jessie Mae
    Keywords: 社會企業
    菲律賓傳統美食
    菲律賓餐廳
    網紅營銷
    美學餐廳
    Social enterprise
    Philippines traditional cuisine
    Filipino restaurant
    Filipino cuisine
    Influencer marketing
    Aesthetic restaurant
    Date: 2023
    Issue Date: 2023-03-09 18:28:38 (UTC+8)
    Abstract: This thesis presents a business plan for the creation of a Modern Casual Dining Restaurant in Taiwan named Maharlika with the main CSR activity of giving scholarship assistance to Filipino students to study in Taiwan.

    Taiwan is becoming more and more dynamic with diverse cultures and international ethnicities. Therefore, the appearance of traditional food and cuisines is essential. Filipino food is famous for its contrasting taste, freshness, and creativity. Philippine cuisine has become a part of daily food options in several countries such as Canada, the United States, Italy, London, the Netherlands, and Germany. (Cabiles, 2018)

    The main factor for this creation is there is no modern full-service restaurant offering a comfortable, fun, and laid-back atmosphere with a wide variety of traditional and modern Filipino food. Most Filipino restaurant offers limited food option and if they do have a wide option, it is mostly an eatery-type of food store.

    Maharlika Modern Filipino Restaurant will be known as one of the most instagrammable Restaurants in the World with the restaurant`s homey and elegant ambiance as well as beautifully served dishes. Maharlika will also serve good quality and mouth-watering Filipino food. This restaurant aims to provide excellent Filipino cuisine and gracious service creating a memorable experience for its diner and community.

    In a recent survey from TasteAtlas’, Filipino cuisine is ranked 19th out of the Top 50 Best Cuisine in the World in 2022. Hence, this cuisine is getting more and more attention in the global food scene. The planned restaurant will be strategically located in one of the busiest and most visited are in Taipei that is, near Taipei Main Station.

    Maharlika is not only a profit-seeking enterprise. It aims to support Filipino youth who wants to study in Taiwan to go to school, get a diploma and assist in finding a job. The owner believes that good education takes a person to many good places and jobs.

    Maharlika restaurant believes that this place will not only be a place for sharing Filipino food but also for letting people in Taiwan know about Filipino culture through its friendly service, restaurant design, and company values.
    Reference: 1. Cabiles, J. (2018, March 28). #PinoyPride: Here’s 10 Popular Filipino Restaurants Around the Globe. Booky. Retrieved December 31, 2022, from https://booky.ph/blog/international-filipino-restaurants/
    2. P. N. G. (2022, June 6). Filipino food among 50 best cuisines in the world. PTV News. Retrieved January 2, 2023, from https://www.ptvnews.ph/filipino-food-among-50-best-cuisines-in-the-world/
    3. Amatulli, J. (2017, March 1). An Obnoxious 69 Percent Of Millennials Take Photos Of Food Before Eating. HuffPost. Retrieved December 31, 2022, from Millennials-take-photos-of-their-food-before-eating_n_58b73078e4b0284854b39105
    4. Hanafiah, M. H., Salehuddin, M., Zahari , M., & Ferdiana, F. (2019). Photo-taking and Online-sharing Behaviors of Culinary Products among Travelers: A Comparison on Generation X, Y, and Z. The NHI Tourism Forum, 13. https://doi.org/10.5220/0009194200100018
    5. Barreto, , G., Sincioco, J., Tayag, C., Calalang, C., Flores, M., & Segismundo, M. (2013). Kulinarya: A Guidebook to Philippine Cuisine. (2nd ed., p. 13, 14, 129). Anvil Publishing, Inc.
    6. Statista Research Department (2023, January 19). Influencer marketing worldwide - statistics & facts. Statista. Retrieved January 31, 2023, from https://www.statista.com/topics/2496/influence-marketing/#topicOverview
    7. Food Service - Hotel Restaurant Institutional: GAIN Report Number. (n.d.). Retrieved June 8, 2022, from https://apps.fas.usda.gov/newgainapi/api/report/downloadreportbyfilename?filename=Food%20Service%20%20Hotel%20Restaurant%20Institutional_Taipei%20ATO_Taiwan_12-30-2017.pdf
    8. Statista Research Department (2023, January 19). Influencer marketing worldwide - statistics & facts. Statista. Retrieved January 31, 2023, from https://www.statista.com/topics/2496/influence-marketing/#topicOverview
    9. Kelting, K., & Rice, D. H. (2013). Should we hire David Beckham to endorse our brand? Contextual interference and consumer memory for brands in a celebrity’s endorsement portfolio. Psychology and Marketing, 30(7), 602-613.
    10. Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner’s perspective. Journal of Advertising Research, 41(3), 39e48.
    11. Carrillat, F. A., d’Astous, A., & Lazure, J. (2013). For better, for worse? What to do when celebrity endorsement goes bad. Journal of Advertising Research, 53(1), 15e30
    12. Taiwanese cuisine. (2021, September 15). Wikipedia. https://en.wikipedia.org/wiki/Taiwanese_cuisine
    13. Filipino cuisine. (n.d.). En.wikivoyage.org. https://en.wikivoyage.org/wiki/Filipino_cuisine
    14. Taiwan`s food and beverage sales smash quarterly records in Q1 - Focus Taiwan. (n.d.). www.focustaiwan.com. https://focustaiwan.tw/business/202204260014
    15. HER, B. K. (2020, May 1). Tantalizing Transformation. Taiwan Today. https://taiwantoday.tw/news.php?post=176117&unit=12
    16. Photo by Eiliv Aceron: https://www.pexels.com/photo/mouthwatering-pork-adobo-with-eggs-beside-the-bowl-of-rice-6896058/
    17. (2018, April 16). Ube Crinkle Cookies. The Sweet & Sour Baker. Retrieved January 2, 2023, from https://thesweetandsourbaker.com/home/2018/4/10/ube-crinkle-cookies
    18. Lechon photo https://stock.adobe.com/tw/search/images?filters%5Bcontent_type%3Aphoto%5D=1&filters%5Bcontent_type%3Aillustration%5D=1&filters%5Bcontent_type%3Azip_vector%5D=1&filters%5Bcontent_type%3Aimage%5D=1&order=relevance&price%5B%24%5D=1&safe_search=1&k=lechon&limit=100&search_page=1&search_type=usertyped&acp=&aco=lechon&get_facets=0&asset_id=238999969
    19. Kare-kare photo https://www.flickr.com/photos/symplex/
    20. Bicol Express https://stock.adobe.com/tw/contributor/201620451/junpinzon?load_type=author&prev_url=detail
    21. Palitaw https://theunlikelybaker.com/palitaw-recipe-filipino-rice-cakes-with-coconut-and-sesame-seeds/
    22. Ice Scramble MZEstuff https://www.etsy.com/au/listing/1061810464/ice-scramble-250g-iskrambol-desserts-ice
    23. Halo-halo Photo By Emma Fishman, Food Styling By Rebecca Jurkevich https://www.bonappetit.com/recipe/halo-halo
    24. Pinakbet Photo https://www.unileverfoodsolutions.com.ph/recipe/pinakbet-with-lechon-kawali-R0082564.html
    25. Pancit Bihon Guisado https://www.unileverfoodsolutions.com.ph/recipe/pancit-guisado-R90011322.html
    Description: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    109933035
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0109933035
    Data Type: thesis
    Appears in Collections:[International MBA] Theses

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