Flattata

Submitted by:

Barlizo, Cristina

Boluso, Hilary

Domingo, Resli

Isanan, Nikolai

Maragay, Jillian

San Juan, Mary Nehl

Ting, Rochelle

Submitted to:

Mr. Jhonnet Kim Galit

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

study will help determine the beneficiaries of the research.

Background of the Study

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.

Statement of the Problem

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

1. How will the usual shawarma can be developed and improved?

a) How will the product give a new taste and quality compared to the common shawarma?

b) How will the product be a health-oriented product?

2. How will the product help the Filipinos adapt healthy eating habits through offering a healthier

choice of variant to the traditional shawarma?

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

satisfaction along with providing nutritional value?

Objectives

The general objectives of the following are as follows:

1. To develop and improve the product shawarma in the market.

2. To help the Filipinos adapt healthy eating habits by offering a healthier choice of variant to the

traditional shawarma.

Meanwhile, the specific objectives are as follows:

c) To give shawarma a new taste and quality.

d) To make the product a health-oriented product.

e) To present selections to cater vegetarians and meat-lovers.

f) To tailor-fit the product taste in order to satisfy the consumers along with providing

nutritional value.

Significance of the Study

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

give adequate nutrition despite their convenience.

 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

strengthen our immune system and help consumers in fighting diseases.

  People who want to maintain their weight. Potatoes, malunggay and carrots, as well as

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.

 People who are at risk or is in treatment of cardiovascular disease and cancer.

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

diseases such as lung cancer.

Scope and Delimitation

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

that will be used to penetrate the market.

Definition of Terms

Target Market — refers to a group of potential customers to whom a company wants to sell its

products and services

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

and how successful it might become.

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

the size of a company in relation to its market and its competitors.

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

compete effectively in the marketplace, it needs to sell at the right price.

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

about their ability to be marketed or sold.

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

what a consumer will see stocked on the store shelf.

Capital Good — are tangible assets that one business produces that is in turn used by a second

business to produce consumer goods or services.

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