1. a) Name and address of food
stalls / shops
Name: Restaurant
Yoke Fook Moon
Address: No 67-69, Jalan Leong Sin Nam,
30300 Ipoh, Perak, Malaysia.
Burps & Giggles
Name:
Burps & Giggles
Address: 93& 95, Jalan Sultan Yussuf,
30000 Ipoh, Perak, Malaysia.
1. b) Opening and closing hours
Restaurant Yoke Fook Moon
Contact number: +605-241
6589
Operation hours: 6:00 a.m. – 1:30 p.m.
6:30
p.m. – 10:00 p.m.
Burps & Giggles
Contact number: +605-242 6188
Operation hours: 10:00 a.m. – 6:00 p.m. (Mon, Wed, Thurs & Fri)
8:30 a.m. - 8:00 p.m. (Sat-Sun)
Closed
on Tuesday
Email address: burps.giggles@indulgencerestaurant.com
2. a) Directions to get to
destination
Restaurant Yoke Fook Moon
The restaurant is located at the Dim Sum Street which
also houses another two dim sum restaurant. The map above shows the driving route
we use from Ipoh Parade shopping complex as the starting point. Starting from
the back entrance of the shopping complex, you should drive straight until the
roundabout and take the 1st exit. Then drive ahead and take the
second available right turn onto Jalan Leong Sin Nam. You will see the
restaurant on your left side which is on the same row with Restaurant Foh San
and opposite of Restaurant Ming Court.
Burps & Giggles
Burps & Giggles is located at the heart of Ipoh
old town. As you can see from the map, it is easy to find the cafe as it is
located just along the row of olden shop houses facing the main road, Jalan
Sultan Yusuf. You can get to the cafe using the Jalan Sultan Iskandar road.
After cross the bridge of Kinta River, you will stop at the traffic light in
which there will be a boutique named ‘The Bombay Palace’ opposite of you. Make
a right turn at the traffic light and you will see the cafe on your right side.
The shop is located directly behind of Ipoh Kong Heng and on the same row as Patisserie
Boutique.
4) Value proposition
5) Pictures
2. b) Latitude and longitude
Restaurant Yoke Fook Moon
·
GPS
Coordinator: 4.596841, 101.086419 (Estimate)
4°35'48.6"N
101°05'11.1"E
Burps & Giggles
·
GPS
Coordinator: 4.596488,101.07733 (Estimate)
4°35'47.4"N
101°04'38.4"E
3. a) Short history of the dishes
served
Restaurant
Yoke Fook Moon
- Siew Mai (Pork / Shrimp Dumplings)
- Wu Gok aka Fried Taro Dumplings (Yam Dumplings)
- Hong Kong Chee Cheong Fun (Rice noodle roll)
Burps & Giggles
- Sebastian Burger
- Pop Oreo Meringue
3. b) Feedback by the existing customers
Restaurant Yoke Fook Moon
- The price of the dim sum is quite expensive, especially for students.
- Since the dim sum is served by using ordinary trays and not using the heated carts, the dim sum turns out cold and unappetizing after a while.
- It is perfect for those who are craving for dim sum during the night as the restaurant’s operating hours is until 10:00 p.m.
- The waitresses at the restaurant are quite friendly and are willing to explain what’s inside some of the dim sum.
Burps & Giggles
- The foods at the cafe are overrated and pricey.
- The interior concepts and decorations are rustic and artistic, while the food is really good.
- The café’s service is fast. Friendly and helpful staff.
- 5-star ambience, drinks, food and most of all the desserts.
4) Value proposition
Restaurant Yoke Fook Moon
Yoke Fook
Moon is one of the famous dim sum restaurant which is situated at the Dim Sum
Street of Ipoh (Jalan Leong Sin Nam). The two shop lot restaurant is spacious
and can accommodate quite a number of customers. Besides that, the restaurant is fully air
conditioned to allow their customers to enjoy their dim sum in a comfortable
environment. One of Yoke Fook Moon’s plus point is the restaurant operates in
the morning and at night.
Yoke Fook Moon
offers a variety of dim sum choices such as char siew bao, egg tart, fish ball,
siew mai, fried prawn roll, taro dumpling, chee cheong fun and many others. One
of the famous dim sum in Yoke Fook Moon is the fried prawn roll. It is crispy
with a lot of fresh prawn deep fried to perfection. As compared to other dim
sum restaurant, the size of the prawns in Yoke Fook Moon are much bigger and
fresher. Another famous food in Yoke Fook Moon is the Chee Cheong Fun which is wrapped
in char siew and prawn, topped with fried shallots and sesame, with sambal on
the side, which makes the customers crave for more. Its famous salted egg custard
bao or better known as Lao Sar Bao is fluffy and the dough does not stick in
between the teeth which is an absolute winner.
The
restaurant sells at a fairly lower price, as compared to its main rival which
is Restaurant Foh San. Its reasonable pricing attracts more customers to the
restaurant. On top of that, the customers do not need to self-service as the waitresses
will bring a tray of varied dim sum to the table and serve the customers. These
offerings by the business are among the key factors that keep their customers
satisfied and encourage revisit intention.
Burps & Giggles
Burps &
Giggles is located strategically at a tourist attraction spot in Ipoh, nearby
the wall art murals and Funtasy House Trick Art (3D Art Museum). The interior decorations
and designs in the cafe are artistic and made from recycled items such as
homemade lanterns bejewel with cinnamon sticks, ribbons and random other odds
and ends.
Burps &
Giggles also offers a variety of food and beverages such as burgers, pastas,
snacks, desserts, fresh juices, tea as well as coffee. One of the famous food is the
Sebastian burger whereby the patties are made from softshell crab and calamari
rings. It is unique because the patties are made from seafood and no other shops
are selling this. The burgers are served with a knife through the middle which
makes it very attractive. Customers are allowed to customized their food by
requesting for additional ingredients or specific sauce in addition to the
regular mustard, chili and tomato sauce.
In addition
to that, Burps & Giggles also offers easy and fast ordering for their
customers. This is because some of the ingredients are pre-prepared and the sauces
are ready made, therefore customers will be served with their food within 5 -
10 minutes. The workers at the café are
also friendly and are willing to recommend the best seller food and drinks for
the customers.
Restaurant
Yoke Fook Moon
 |
Fried shrimp rolls |
 |
Prawn Dumplings (Har Mai) |
 |
Fried Taro Dumplings (Wu Gok) |
 |
Another version of Prawn Dumplings (Siew Mai) |
 |
Another version of prawn dumplings (Ha Gow) |
 |
Egg tarts |
 |
Lotus Glutinous Rice |
 |
Porridge |
 | |
Chee Cheong Fun |
 |
Salted egg custard bun (Lau Sar Bao) |
 |
This is how Yoke Fook Moon look from outside |
 |
Price for the variety of dim sum |
 |
Steamer placed beside the cashier |
Staff removing the food from the steamer.
|
Burps
& Giggles
 |
Entrance of Burps & Giggles |
 |
Opening hour |
Antique chairs & tables |
Meringue as dessert |
Oreo and caramel popcorn as topping Sebastian Burger with soft shell crab patty Chamomile Tea Pot |
 |
Back lane of the cafe |
 |
Artistic interior decor |
 |
Food menu |
 |
Drinks and Desserts menu |
 |
Group picture at Burps & Giggles |
6) Video clip*Please turn off the volume of the playlist before playing the video clip
7. a) Group opinion and why we
selected the two places
Restaurant Yoke Fook
Moon
We selected Restaurant Yoke Fook Moon which is one of the
three famous dim sum restaurant located at the “Dim Sum Street” in Ipoh. The
reason being the food portion is better than Restaurant Ming Court and it is
not as crowded as Restaurant Foh San. The pricing is also much lower than the
other two restaurants. Yoke Fook Moon was opened more than 20 years ago and has
maintained a very good reputation for its service and quality. Besides that,
the restaurant is the only one operating during dinner time. The service is fast
and the staff are also friendly and attentive, making customers more
comfortable eating in the restaurant. On top of that, Yoke Fook Moon was widely
recommended by our friends and family.
Burps &
Giggles
We selected Burps & Giggles which is located around
the corner of Sekeping Kong Heng at Ipoh’s Old Town. Burps & Giggles is one
of the pioneering café with unique concept and interior design around Ipoh. Almost
every corner of the cozy space within Burps & Giggles is decorated with
quirky paintings, artistic ornaments, or rustic furniture creating an impressive
ambience. Creative interior décor is matched with an equally exciting menu. The
cafe serves some really interesting burger, along with scrumptious pastries and
desserts. Burps & Giggles also received immense recommendations from
various dailies and online portals. The café was rated 4 out of 5 on
TripAdvisor and ranked 7th out of 317 restaurants in Ipoh.
7. b) Classification of e-commerce by the nature of the transactions or interactionsRestaurant Yoke Fook Moon
Restaurant Yoke Fook Moon is categorized as a brick-and-mortar
business. The restaurant runs their business offline and deals with their
customers face to face. Yoke Fook Moon is an old and traditional business that
sells food to their customers through their physical stores located at Jalan
Leong Sin Nam. The restaurant which occupies two shop lots provides tables and
chairs for customers to dine in.
| ||||||||||||||||||||||||||||||||||
Key Partners
-Raw
food ingredients distributors
|
Key Activities
-Serve
food to the customers
|
Value proposition
-Variety
of choices
-Custom
-Reasonable
price
-Fast
services
|
Customer Relationships
-Friendly
service
|
Customer Segments
-Local
residents
-Tourists
|
|
Key Resources
-Food
recipe
-Reputation
-Experience
and skill
-Man
power
|
Channels
-Physical
store
|
||||
Cost Structure
-Product
input (ingredients)
-Operation
costs
|
Revenue Stream
-Product
sale
|
||||
Key Partners
One of the
key partners for Yoke Fook Moon business is the suppliers for their food
ingredients including meat, vegetables and others. The suppliers ensure that
the ingredients used in the food preparation are fresh in order to maintain the
food quality and image of the restaurant.
Key Activities
The key
activity of Yoke Fook Moon is delivering and serving food to their target customers.
The waitresses are responsible to serve a variety of dim sum to the customer’s
table using a tray.
Key Resources
The key
resources of Yoke Fook Moon are their recipe, reputation, experience and
skills. The process of making the food is actually not difficult, but the
business has their own secret recipe that is able to enhance the taste of their
dim sum and stand out from the other dim sum restaurants. Besides that, the
reputation gained by Yoke Fook Moon over the years for few generations is one
of their competitive advantage compare to others. The food is so delicious to
the extent that people willingly promote and advertise the restaurant and their
food on social media, and spread positive word of mouth with their friends and family,
which in turns boost their reputation. The experience and skills of the dim sum
makers and waitresses at Yoke Fook Moon is very valuable to the business, and
we believe that it will be passed on from one generation to the next generation
running the business.
Customer
Relationships
The service
offered at Yoke Fook Moon is quite satisfying. The staff are very friendly and
would usually assist the customers throughout the ordering process. The prompt and
pleasant service creates a strong positive relationship between the business
and their customers.
Channels
Yoke Fook
Moon’s business is conducted in a traditional way, where it had been passed on
for few generations. Today, the business is still maintaining the same method
used in dim sum preparation, which results in the dim sum being available only at
their shop. Therefore, the only channel available is physical store at “Dim Sum
Street”. For the customers who want to taste Yoke Fook Moon’s dim sum, they will
need to go to the restaurant to enjoy it.
Customer Segments
The
customer segments for Yoke Fook Moon are divided into two main categories,
which are the local residents and tourists. Since this particular restaurant is
very popular in Ipoh, most of the customers who visits the shop regularly are
the local residents. Yoke Fook Moon had also gained good reputation and
popularity in other states. As a result, many tourists will likely visit the
shop when they came by to the town.
Cost Structure
The cost
structures of Yoke Fook Moon are the input cost and operation cost. The input cost
is those such as the raw food ingredients required in food preparation, whereas
the operation cost is the utility fees from operating the business which
includes the electrical and water bills. All of these sum up the cost structure
of the business model.
Revenue Stream
The revenue
stream for Yoke Fook Moon is through the sales of their food and drinks. The
sales of the business is usually stable throughout the years, and would
probably increase during public holidays.
Burps & Giggles
Revenue Model (Sales Model)
The typical
revenue model of the Burps & Giggles is sales model, whereby the revenue
generated are from each transaction made with the customer. The sales of their
food and beverages is the only source of revenue for the business.
Business canvas model
Key Partners
-Raw
food ingredients distributors
|
Key Activities
-Marinate
meat into patty
-Delivering
food to the customers
|
Value proposition
-Variety
of choices
-Custom
-Reasonable
price
-Easy
and fast ordering
|
Customer Relationships
-
Customer table reservation
-Friendly
service
|
Customer Segments
-Local
residents
-Tourists
|
|
Key Resources
-Food
recipe
-Reputation
-Experience
and skill
-Man
power
|
Channels
-Physical
store
|
||||
Cost Structure
-Product
input (ingredients)
-Equipment
and facilities
-Operation
costs
|
Revenue Stream
-Product
sale
|
||||
Key Partners
One of the
key partners for Burps & Giggles business is the suppliers for their food
ingredients. In order to make their food following their own recipe, Burps
& Giggles requires burger buns and meats which needs to undergo marination
process before being served. Although nowadays we can easily find the burgers
in the market and can easily bake at home, which it is a lot easier and faster
compare to the traditional method, but the owner of Burps & Giggles wants
to maintain the food preparation in their own traditional way to uphold their
uniqueness as compared to other cafes.
Key Activities
The key
activities of Burps & Giggles are the marination process for the patty, as
well cooking and delivering the food to the customers. The marination process
is very critical for their final product because it consumes more time and it
is the process that determines the texture and quality of the final product.
The owner is likely to keep it in the traditional method in order to sustain
their uniqueness and quality that had gained the trust, loyalty and positive
perception from their customers for the past years. Any changes made in the
process or ingredients which can possibly change the food quality is very risky
for the business.
Cooking and
delivering the food to the customers is also the key activities for the Burps
& Giggles. The process of cooking and preparing the final product ‘burger’
from the patty requires some skills, such as the precision in the timing to
make patty into solid form. The timing and amount of meat into the cooking
stove will determines the quality and taste of the food.
Key Resources
The key
resources of Burps & Giggles are their recipe, reputation, experience and
skills. The process of making the food is actually not difficult, but the
business has their own recipe that able to make their product different and
stands out from the others. The recipe is keep to their own and it has become
one of their key resources to sustain and gain profit in a long term.
Besides
that, the reputation gained by Burps & Giggles over the years is one of
their competitive advantage compared to other cafes. Due to their mouthwatering
food and impressive customer service, the customers who visits the cafes tends
to share their positive experience with the friends and family, and on social
medias. The word of mouth advertising ultimately enhances Burps & Giggles’
reputation. Nevertheless, the years of experience and skills acquired by the
owner in the food service industry is the key resources of the business. The
experience and skills of the owner is important to ensure the sustainability of
the business.
The last
key resource to discuss about will be the man power of Burps & Giggles. The
owner mentioned that they need to wake up at 8 o’clock in the morning to start
preparing the food, which all of us will think that it is super tiring where
they need to sacrifice their sleep to start working. In order to have such man
power to support the business for a long period, we think that it is also part
of the key resources for the business.
Customer
Relationships
Some of the
customer relationships conducted by Burps & Giggles are customer table
reservation and friendly service. From the observation during the last visit
and interview at the shop with the manager, we noticed that the manager
received phone calls from his customers to make reservation for the table.
Besides
that, the service offered by the business is quite impressive. The waiter who
takes the order would assist the customers throughout the ordering process, in
term of explain the menu, as well as choosing the sauce and side dishes.
Overall they are very friendly, willing to communicate with the customers and show
high respect to the customers.
Channels
Burps & Giggles prepares
their food and beverages using a secret recipe by the owner, which results in
the food being available only at their cafe. Therefore, the only channel
available is physical store at Ipoh Old Town. For the customers who want to
taste Burps & Giggles’ delicious food, they will need to go to the cafe to
enjoy it.
Customer Segments
The
customer segments for Burps & Giggles are divided into three main categories,
which are the local residents, university’s students and tourists. Since the cafe is very popular in Ipoh, most
of the customers who visits the shop regularly are the local residents. Burps
& Giggles is widely recommended on social medias for their burgers, as a
result tourist from other states will be attracted to visit the café when they
drop by Ipoh. During our visit and interview at the cafe, we came across a
group of university’s student who came all the way from Kampar, they said that
it was their first time at the cafe and mentioned that they did came for few
times before, but every time they arrived the cafe was too crowded.
Cost Structure
The cost
structures of Burps & Giggles are the input cost, equipment and facilities,
and operation cost. The input cost are those such as the raw food ingredients required
in food preparation which includes meats and buns. Besides that, the equipment
and facilities are such as the frying machine, cooking stove and all the
utensils required in the process of preparing the food. Lastly, the operation
cost is the utility fees in operating the business which includes the
electrical and water bills. All of these sums up the cost structure of the
business model.
Revenue Stream
The one and
only revenue stream for Burps & Giggles is the sales of their food and
beverages. The sales of the business is somewhat stable throughout the years,
and would probably increase during school holidays.
7. d. Its basic
approach used in marketing and advertising
Restaurant Yoke Fook Moon
The restaurant connects with its customers through its Facebook page. Customers use the page as a
medium to share their review and pictures of the dim sum and other delicacies.
The review and pictures may appeal to other customers and encourage them to
visit the restaurant. The restaurant also was given a rating of 3.7 out of 5.0
on its page, which gives other customers an overall insight on their food
quality and customer service.
Besides that, the restaurant adopted
word-of-mouth advertising, which is defined as an unpaid form of promotion in
which satisfied customers tell others about their favourite business, product
or service (Entrepreneur Media, 2016). In addition to their prompt service and
experienced staff, the restaurant offers probably the best creamy salted egg
yolk and custard filled bao or better known as “Lao Sar Bao”. The restaurant
count on their satisfied customers to spread positive word of mouth and to
recommend the place to their friends and family.
Burps & Giggles
Burps & Giggles made a Facebook
page and Instagram account to conveniently update their
customers on the latest promotions or food menu. The Facebook page with over
7,900 likes also provide information on the café’s operating hours, address and
contact details. The business shares attention-grabbing pictures with catchy
captions to promote its food, desserts and beverages to its social media
followers. Besides that, Burps & Giggles uses advertorial advertising,
which is a form of editorial content to promote its business. For example, the
café has appeared on Malay Mail publications repeatedly over the
past 3 years. Although the articles are usually written as an independent news
story, Burps & Giggles have content approval before it is published. By
appearing on newspapers and magazines, the business is able to reach out to a
wider target market and communicate its unique concepts and food offerings to
its potential customers.
7. e.
Recommendations to improve businesses through e-commerce
Restaurant Yoke Fook Moon
Due to the growth of information technology and the increasing popularity
of Internet, the restaurant should develop a website for its business. The website will allow Yoke Fook Moon to
provide its target customers with additional information and support services
regarding its business. Not only does the website extend the business’s trading
hours capability, but it increases the credibility of the restaurant and
enables the business to reach out to a wider market segment. Once the
restaurant’s website has been developed, search
engine optimization can be used to attract potential customers to the
website. By selecting effective keywords, the business can improve its ranking
and increase the traffic to its website. For example, the restaurant can use
keywords such as “dim sum” or “Ipoh famous food”. This will increase the
popularity of the restaurant and result in greater revenue.
Burps & Giggles
Burps & Giggles can use pay-per-click
advertisements whereby the business pays a company a fixed amount of money
when an advertisement is clicked to visit the business’s page. This is a great
platform for Burps & Giggles to reach out to a wider range of target market
and generate publicity regarding its business. For example, the business can
place its advertisements on popular websites for hotels around Ipoh or blogs in
order to attract more customers to its Facebook page.
Besides that, Burps &
Giggles can promote its business on e-commerce
marketplace such as Groupon. The business can offer attractive
promotions and deals in order to encourage its target customers to visit the
café. Not only that, the deals can drive initial purchase intentions among the
customers and increase the business’s profitability.
Happy Eating :)
References
Entrepreneur Media. (2016). Word-of-Mouth Advertising. Retrieved
March 06, 2016, from
http://www.entrepreneur.com/encyclopedia/word-of-mouth-advertising
http://www.entrepreneur.com/encyclopedia/word-of-mouth-advertising
Frauenfelder, M. (2012, September 04). The history and
science of meringue, from a new book
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http://boingboing.net/2012/09/04/the-history-and-science-of-mer.html
Kidzworld. (2016). History Of Hamburgers. Retrieved March 06,
2016, from
http://www.kidzworld.com/article/17602-history-of-hamburgers
http://www.kidzworld.com/article/17602-history-of-hamburgers
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Motormouth
From Ipoh – Malaysian Food & Travel Blog. (2010, May 13). Dim Sum for Dinner
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@ Yoke Fook Moon, Ipoh. Retrieved March 09, 2016, from http://www.j2kfm.com/ipoh-
dim-sum-yoke-fook-moon-night/
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(2012, September 16). It’s Perfectly
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