Here’s a comprehensive business plan for a Filipino restaurant in the Philippines, structured for clarity and practical use. You can adapt this for pitching to investors, applying for loans, or guiding your launch.
Business Plan: Kusina ni Lola – A Filipino Restaurant
1. Executive Summary
Business Name: Kusina ni Lola
Business Type: Casual Dining Filipino Restaurant
Location: Quezon City, Metro Manila (initial branch)
Mission Statement:
“To preserve and celebrate the warmth and richness of Filipino home cooking, creating a space where every meal brings the comfort of Lola’s kitchen.”
Vision:
To become a leading chain of authentic Filipino restaurants in the Philippines that promotes traditional recipes and local ingredients.
Objectives (Year 1–3):
Achieve monthly break-even point within 6 months
Reach ₱1.5M in monthly sales by end of Year 1
Open 2 additional branches within 3 years
Develop a catering and delivery service arm by Year 2
2. Business Description
Overview:
Kusina ni Lola offers a curated selection of regional Filipino dishes served in a cozy, nostalgic setting that evokes the feeling of eating at your grandmother’s house. The restaurant will also source produce from local farmers and collaborate with community food artisans.
Legal Structure:
Sole Proprietorship (to be converted to Corporation upon expansion)
Unique Selling Proposition (USP):
Home-style Filipino cooking based on heirloom recipes
Nostalgic Filipino interior design
Regional dish rotations (e.g., Ilocano, Kapampangan specialties monthly)
Farm-to-table concept
3. Market Analysis
Industry Overview:
Food service is one of the fastest-growing sectors in the Philippines
Filipino food is gaining popularity among younger Filipinos and foreign tourists
Demand for authentic and "Instagrammable" food experiences is high
Target Market:
Young professionals (ages 25–40)
Middle-income families
Local tourists and balikbayans
Office workers (lunchtime and after-work crowd)
Customer Needs:
Authentic and nostalgic flavors
Affordable yet quality meals
Comfortable ambiance
Accessible location and online ordering
Competitor Analysis:
| Competitor | Strengths | Weaknesses |
|---|---|---|
| Mesa Filipino Moderne | Strong branding, chain presence | Higher prices, less personal |
| Manam Comfort Filipino | Trendy, diverse menu | Often crowded, wait times |
| Local Carinderias | Affordable, home-style taste | Low hygiene/ambiance quality |
4. Marketing and Sales Strategy
Branding:
Filipino heritage visual identity (banig patterns, capiz accents)
Logo: Stylized image of a smiling Filipino grandma
Tagline: "Lutong Bahay, Pusong Pinoy"
Promotions:
Opening promo: 20% off for first 2 weeks
Loyalty card program
Collaborations with Filipino food influencers
Seasonal promotions for fiestas and holidays
Marketing Channels:
Social media (Facebook, Instagram, TikTok)
Food delivery apps (GrabFood, Foodpanda)
Community events and weekend markets
Sales Strategy:
Upselling (e.g., drinks, desserts)
Meal sets and family trays
Catering packages for offices and events
5. Operations Plan
Location Requirements:
High foot traffic area (near offices or universities)
60–80 sqm space with kitchen and 30–40 seat dining area
Hours of Operation:
Monday to Sunday, 10 AM – 10 PM
Staffing Plan:
| Role | Number | Notes |
|---|---|---|
| Head Chef | 1 | Experienced in Filipino food |
| Line Cooks | 2 | Rotational shifts |
| Front Staff | 3 | Waiters + cashier |
| Manager | 1 | Handles admin + operations |
| Part-time Dishwasher | 1 | Peak hours only |
Suppliers:
Local wet markets and farms
Meat: Farmer’s Market QC
Rice: Nueva Ecija suppliers
Spices: Dangwa wholesalers
6. Product Line
Core Menu Items:
Kare-Kare with bagoong
Sinigang na Baboy
Adobo sa Gata
Crispy Pata
Lumpiang Shanghai
Pancit Canton
Desserts:
Halo-Halo
Leche Flan
Suman sa Lihiya
Drinks:
Sago’t Gulaman
Fresh Calamansi Juice
Barako Coffee
Seasonal Dishes:
Dinakdakan (Ilocos Month)
Laing and Bicol Express (Bicol Month)
7. Financial Plan
Startup Costs Estimate (in PHP):
| Item | Cost Estimate |
|---|---|
| Lease deposit (6 months) | ₱300,000 |
| Renovation & interiors | ₱500,000 |
| Kitchen equipment | ₱400,000 |
| Furniture & fixtures | ₱150,000 |
| Initial inventory | ₱100,000 |
| Licenses and permits | ₱50,000 |
| Marketing (launch phase) | ₱50,000 |
| Working capital (3 months) | ₱300,000 |
| Total | ₱1,850,000 |
Revenue Projections (Monthly):
| Metric | Value |
|---|---|
| Average ticket size | ₱350 |
| Daily customers (avg) | 100 |
| Monthly revenue | ₱1,050,000 |
| COGS (35%) | ₱367,500 |
| Operating expenses | ₱500,000 |
| Net profit (before tax) | ₱182,500 |
8. Legal and Regulatory
Register with DTI (Department of Trade and Industry)
Obtain BIR TIN and receipts
Barangay and LGU business permits
Food safety and sanitation training for staff
DOLE compliance (minimum wage, benefits)
9. Risk Analysis
| Risk | Mitigation Strategy |
|---|---|
| Rising food costs | Lock-in contracts with local suppliers |
| Competition from big chains | Emphasize authenticity and service |
| Food spoilage/wastage | Implement inventory control and forecasting |
| Seasonal customer drop | Offer delivery, off-peak promos |
| Pandemic/lockdowns | Online orders, food trays for delivery |
10. Appendix (Optional)
Sample Menu
Sample Interior Layout
Supplier Contact List
Cash Flow Projection
Organizational Chart
Would you like this as a downloadable PDF or editable Google Doc? I can also help you adjust it to suit a specific location, budget, or investor audience.
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