Republic of the Philippines

Cagayan State University

Andrews Campus
Caritan Sur, Tuguegarao City
COLLEGE OF HOSPITALITY MANAGEMENT

Deja Brew Cafe

A FEASIBILITY STUDY
Presented to the Faculty of
College of Hospitality Management
Cagayan State University- Andrews Campus
Tuguegarao City

Partial Fulfillment of the Requirements for the Degree

Bachelor of Science in Hospitality Management

Presented by:

AGPAUA, ANGELY
TANACIO, WILLY BRYAN A.
UMBLAS, HONEY GRACE
CUNTAPAY, JAN MARINI
LINDANA, MARIE CRIS
 Republic of the Philippines
Cagayan State University
Andrews Campus
Caritan Sur, Tuguegarao City
COLLEGE OF HOSPITALITY MANAGEMENT

Part I: Background or Introduction

ESTABLISHMENT NAME:

DEJA BREW

The Name Deja Brew was derived from a feeling of having the

coffee before and as our tagline goes “The feeling that you’ve

had this coffee before”.

Our cafe shop Deja Brew is determined to become a

daily necessity for local coffee addicts, A place to dream of

as you to try to escape the daily stressed of life and just a

comfortable place to meet with your friends or to read books

all in one with growing demand for high quality coffee and

great service.

BUSINESS LOGO:
 Republic of the Philippines
Cagayan State University
Andrews Campus
Caritan Sur, Tuguegarao City
COLLEGE OF HOSPITALITY MANAGEMENT

Vision

To position ourselves as a premier coffee shop chain with

a global presence.

Mission

Providing the local community with the best and most

satisfying coffee experience to make people happy to start a

day.

Organizational Chart:

MANAGER

MARKETING FINANCIAL
BARISTA
OFFICER OFFICER

PASTRY CHEF BUSSER

 Republic of the Philippines
Cagayan State University
Andrews Campus
Caritan Sur, Tuguegarao City
COLLEGE OF HOSPITALITY MANAGEMENT

JOBS DESCRIPTION :

Manager - Responsible for planning, directing, and overseeing

the operations and fiscal health of a business unit, division,

department, or operating unit within an organization. The

manager is responsible for overseeing and leading the work of

a group of people in many instances.

Marketing Officer - Responsible for planning, creating, and

executing marketing campaigns to expand their company’s reach

and potential customer pipeline.

Finance officer - The Finance officers help to manage the

finances of an organization by keeping track of its income and

controlling its spending.

Human Resources - Responsible for managing every aspect of the

employment process, including orientation and training new

staff members.

Barista - Makes and serves beverages such as coffee, tea and

specialty beverages.

Pastry Chef - Responsible for creating an assortment of

desserts, including pastries, cookies, and other confections,

by following a set recipe.

Busser - Responsible for providing a clean and pleasant dining

experience by clearing, sanitizing, and resetting tables, and

ensuring the dining room is well-stocked and tidy.

 Republic of the Philippines
Cagayan State University
Andrews Campus
Caritan Sur, Tuguegarao City
COLLEGE OF HOSPITALITY MANAGEMENT

Type of Business:

Deja Brew offers things such as coffee, pastries, and

sandwiches. Deja Brew can also be a place to meet, socialize,

entertained and exchange ideas.

Part II: Overview of the Project

Executive Summary:

Deja brew is a coffee shop located in Burgos St.

Tuguegarao City Cagayan Valley. We serve all types of coffee

to provide refreshment .Our coffee shop focus all type of

customers such as children, professionals and customers who

are coffee lovers and who afford our quality coffee. It also

serves variety in coffee and new innovations with coffee. It

adopts eco friendly environment for our coffee shop. We serve

coffee in a clay cup. There are eco friendly furniture use in

coffee shop. We also proud that we have a special delicacies

that you can found inside in our coffee shop we also offer

pizza.The ambience Inside of Deja Brew is clean, relaxing and

so soothing, perfect stress reliever after work. There are

also mini library were you can read books while waiting your
 Republic of the Philippines
Cagayan State University
Andrews Campus
Caritan Sur, Tuguegarao City
COLLEGE OF HOSPITALITY MANAGEMENT

order and we also have gallery wall were you can hang your

memorable picture with us.

Part III: MARKETING PLAN

Target Market

 Coffee Shop Lovers

 Business People

 Independent Workers

 Government Officials

 Students

 Tourist

Competitive Analysis

Every business always have their competitors and in our

business our competitors are the cafe here in Tuguegarao City.

Our competitors are 8th Avenue Coffe Shop, Seasun Cafe,

and Vita Bella Coffe. In such businesses, they have their own

assets or advantage to maintain or grow their sales than their

own competitors.
 Republic of the Philippines
Cagayan State University
Andrews Campus
Caritan Sur, Tuguegarao City
COLLEGE OF HOSPITALITY MANAGEMENT

In the 8th avenue coffeshop is one of the best cafe in

Tuguegarao. The location of this cafe was a huge advantage.

The ambiance inside the cafe is very Instagramable and it has

a wooden design. They offer different types of coffees and

have special delicacies. Based on their customers review 8th

avenue coffee shop is have a good ambiance, cool place, very

warm and cozy . This coffee shop got 4.8 star rating.

Seasun Cafe is a coffee shop at Caritan highway. This

shop offer a lot of foods and more colds drinks but they also

offer coffee. Seasun cafe 4.5 rating base on their customers

review they offer mostly vegetarian dishes. Their coffee shop

have a good atmosphere towards evening.

Vital Bella Cafe is also located at Caritan highway. This

shop offers different types of cold drinks like milk tea and

offers coffees but in there menu they focuses on flavored cold

drinks. This establishment got 5.0 rating coming from their

customers.

Compared to our products we are less cheap than the

prices of our competitors because we tend to sell affordable

and delicious coffee. We will also post some of our products

 Republic of the Philippines
Cagayan State University
Andrews Campus
Caritan Sur, Tuguegarao City
COLLEGE OF HOSPITALITY MANAGEMENT

on our social media accounts to entertain people and buy our

product with an affordable price.

Site Analysis

Location:

The Deja Brew is located at Burgos St. Tuguegarao

Cagayan Valley near East West Bank. This location is located

in this coordinates 17°37'03.1"N 121°43'39.7"E.

GOOGLE MAP:
 Republic of the Philippines
Cagayan State University
Andrews Campus
Caritan Sur, Tuguegarao City
COLLEGE OF HOSPITALITY MANAGEMENT

Local Area Evaluation:

The local are evaluation where we will put our business

is at Centro 3, Magallanes Corner Gomez st. Tuguegarao City.

We decided to put here our business here because of the

population here in Tuguegarao and because of the growing

tourism of this city which attracts customers.

Area Growth Pattern

The city has a land area of 144.80 square kilometers or

55.91 square miles which constitutes 1.54% of Cagayan's total

area. Its population as determined by the 2020 Census was

166,334. This represented 13.11% of the total population of

Cagayan province, or 4.51% of the overall population of the

Cagayan Valley region. Based on these figures, the population

 Republic of the Philippines
Cagayan State University
Andrews Campus
Caritan Sur, Tuguegarao City
COLLEGE OF HOSPITALITY MANAGEMENT

density is computed at 1,149 inhabitants per square kilometer

or 2,975 inhabitants per square mile.

Attractions of the area:

Marketing Strategies:
 Republic of the Philippines
Cagayan State University
Andrews Campus
Caritan Sur, Tuguegarao City
COLLEGE OF HOSPITALITY MANAGEMENT

1. Produce special offers and premium membership

2. Email marketing

3. Websites

4. Unique selling points

5. Advertisement

6. A gimmick that will attract customers

7. Offer a promo, vouchers or discount

SWOT Analysis

STRENGTHS WEAKNESSES

 Excellent customer  Limited Seating

service  Lack of supplies
 Ambience of the coffee  Absence of employees
shop  Less opportunity
 Well trained staff compared to other
 Great value products THREATS
OPPORTUNITIES
 Positive attitude to
the brand  Consumers becomes more
 Opportunity in open
 Highly motivated staff price sensitive
franchising
 Location of the  Fluctuating price of
 Expand and market
business supplies
locally
 Negative public opinion.
 Grow customers loyalty
 Other local coffee shop
 Attracts new customers
offering similar
through special offers
products
 Republic of the Philippines
Cagayan State University
Andrews Campus
Caritan Sur, Tuguegarao City
COLLEGE OF HOSPITALITY MANAGEMENT

Part IV:Technical Study

Facility Specifications
1. Size of operations and number of functional areas.

 Total Number of Employees

a. 10 employees (2 managers, 2 cashiers, 2 baristas,

2 waiters, 2 utilities)

 Operating Hours

a. 6 am to 10 pm ( 16 hours )

 Product Sold

a. coffee
b. hot drinks
c. deserts
d. pizza
2. Functional service area

 Operations
 Financial
 Marketing

3. Number and type of setting

 Seating capacity

a. 49 seats ( 25 dining area, 24 patio )

b. seating layout
4. Type and quality of service , menu
a. casual dining
b. example of menu
 
COFEE
 Republic of the Philippines
Cagayan State University
Andrews Campus
Caritan Sur, Tuguegarao City
COLLEGE OF HOSPITALITY MANAGEMENT

Mocha 200 ml – P175

Espresso 100 ml – P150
Macchiato 200 ml- P175
Cappuccino 200 ml – P175
Americano 200 ml - P125
 
HOT DRINKS
Hot tea- S100 R110 M120
Hot chocolate- S120 R130 M140

DESERTS
Honey cake – 40
Carrot cake – 45
Cinnamon cake – 45
Chocolate cake -45
Vanilla cake – 40
 
PIZZA
Ham and pineapple / pepperoni classic
6” – 59
9” – 140
12” – 290
15” – 410
Hawaiian overload
6” – 89
9” – 210
 Republic of the Philippines
Cagayan State University
Andrews Campus
Caritan Sur, Tuguegarao City
COLLEGE OF HOSPITALITY MANAGEMENT

12” – 340
15” – 490
All meat overload
6” – 89
9” – 240
12” – 340
15” – 490
Veggies and cheese overload
6” – 89
9” – 210
12” – 340
15” – 490
Ergonomic Features:

A. How to assure safety in your establishment?

● Considerations in designing working stations

● All appliances should be organized so that employees
find it convenient to use and to avoid any incident
B. Ergonomic features of tools and machines.
● Fire extinguishers, sprinkles, and fire blankets are
also provided for everyone’s safety and first aid kits.
 
C. Creating an ergonomic environment
● There is enough space for everyone. The is a fire exit
for both guests and employees.

Facility Management:
A. Lighting Design
● All lights in the dining are just above the tables and
chairs.
 Republic of the Philippines
Cagayan State University
Andrews Campus
Caritan Sur, Tuguegarao City
COLLEGE OF HOSPITALITY MANAGEMENT

B. Lighting Sources
● Lighting sources are from the ceiling fan, these are 2
in 1 fan that also provide proper lighting
C. Purpose
● Lighting’s purpose is to give life to the area, setting
a good mood once the guests drink our best coffee.

Noise Management
● The dining area is 95 sq. meters for 25 persons.
Designing a wide area is also a good way to minimize
noise. Chairs and tables have enough space in between to
minimize the noise.
● Design the workflow to keep noisy machinery out of areas
where people spend most of their time
● Create a barrier to kitchen noise
● Install soft flooring finishes

● Add soft feet to mobile furniture

Description:
The lot's width is 11.48 meters and the length is 36.20
meters. This will make the land area 415.5 sq. meters. The parking
lot, entrance, comfort rooms, dining area, storage, and outdoor lawn
have an area of 118.8 sq. meters, 9.9 sq. meters, 95 sq. meters,
21.3 meters, and 160 sq. meters respectively. The parking area can
occupy 8 cars at the same time. When entering the coffee shop, a
Japanese door will welcome you. Inside the waiting room, there are 2
corner sofas for people waiting in their queue. A revolving door
will be your gateway to the dining room as people go in and out.
Inside the dining room, there are tables and chairs for you. Sofa
chair for pairs, wooden chair for solos, and cushion chairs for
groups with glass tables. It’s nice to drink coffee if the
temperature inside is quite cold. There are 3wallmounted aircon
provided. There are 3 ceiling fans. Three are pharos ceiling fans
with elegend designs and with light bulbs in it. A Panam ceiling
fin is for the counter.
 Republic of the Philippines
Cagayan State University
Andrews Campus
Caritan Sur, Tuguegarao City
COLLEGE OF HOSPITALITY MANAGEMENT

Comfort rooms are divided into two - for the guests and
for the employees. There are also appliances on the counter
such as 36 inches gas range with 4 burners, a coffee maker,
microwave, kuchenteke, 2 refrigerators/freezers, and an
artisan kitchen. The stock room has a stella shelf and a
parson shelf. Guests can also read books from our bookshelves.
Everyone can drink also their coffee on the patio. You can
open the double-hung door to go outside. This will also serve
as the fire exit. Outside, there are 4 outdoor patio gazebos,
4 patio furniture, and 4 iron patio benches.

Dining area
 Republic of the Philippines
Cagayan State University
Andrews Campus
Caritan Sur, Tuguegarao City
COLLEGE OF HOSPITALITY MANAGEMENT

Patio