Professional Documents
Culture Documents
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(0313610)
(0313749)
(0313785)
(0313350)
Table of Content
No.
Title
Page
Page 1
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Cover Page
Page 2
Table of Content
Page 3
Key Summary
Page 4
Page 5~6
Page 7
Page 8
Page 9
Page 10~12
10
Competitive Traits
Recommendation
Page 13~14
11
Bibliography
Page 15~16
12
Appendix
Page 17~29
13
References
Page 30
14
Page 31
Key Summary
The main objective of this report is to compare the traits and characteristics
of Traditional Chinese restaurants between Malacca and Sabah. Our team carried out
comprehensive research and interviewed each owner of the three restaurants two in
Malacca and one in Sabah. Moreover, this report consists of a description of the history
and evolution of Chinese food, as well as a brief description of each business of which
we have carried out our interviews. Other than that, we have also provided a few
strategies for improving the competitiveness of each business.
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deserts that suffer from sporadic rainfall, cold winters, hot summers and frequent
droughts. The Northern Chinese peoples principle food is wheat, which would be made
into pastry, pasta, buns, noodles, dumplings and so on. In contrast, rice-based food was
prominent in the southern part of China as the southern region has temperate climate
with seasonal rains that produce plenty of rice. Apart from rice, there would be rice
noodles of various sizes, rice cakes, and stuffed glutinous rice balls in soup.
After fire was discovered, the Chinese expanded their knowledge about food
with the ability to cook and with the advantage of animal domestication. After having
mastered the skills of rice cultivation, they started to hunt and seek out for aquatic food.
Penned animals also assured a supply of meat, although most were only slaughtered
for special occasions. Besides putting food directly on fire, the Chinese also learnt a few
methods to further enhance the taste of their food. They dried, salted, pickled, and
boiled the food they grew and harvested. Stir-frying, which is the main Chinese cookery
technique, did not evolve until about the Ming Dynasty (1368-1644 C.E.). Although the
Chinese people ate differently as dictated by where they lived and what beliefs they
practised, land use everywhere in their country showed some common features and this
is perhaps due to the fact that there is a Chinese saying that proposes consuming a diet
composed of grains at the principal food and meats as supplement: The Five Grains as
life support, the Five Fruits as complimentary aide, the Five Meats as added benefits,
and the Five Vegetables as substantial fill, to which the tradition has continued to this
day.
FNBE JULY 2013 - ENGL 0205 ENGLISH 2
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Various Chinese cuisines have originated from diverse regions of China. The
eight major cuisines of China include the Yue (Cantonese), Chuan (Szechuan),
Hui(Anhui),Lu (Shandong), Min (Fujian), Su (Huaiyang), Xiang (Hunan), and Zhe
(Zhejiang). The style and taste of each cuisine is different from one another in such a
way that each cuisine is affected by the class, climate, and ethnic background of a
specific region in China. Hence, every cuisine differs in terms of ingredients, taste, and
cooking techniques.
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The business was started in 1910 by the present owners grandfather. The
founder was prompted to start the restaurant as there were not many businesses of the
same industry back in the days. The more dominant businesses back then included
book stores, sundry shops and coffee shops. Hence, the founder decided to open a
restaurant of his own to earn more money.
The main dishes served are of traditional Teochew descent. The variety of food
sold here are rather simple, consisting mainly of porridge or rice, vegetables and meat.
The estimated number of customers is not provided. However, the owner states that
currently, tourists constitute a large sum of his total customers, whereas a few decades
ago it was mostly the locals that had visited his restaurant.
There are no branches. Furthermore, there have not been any recent changes
over the past few years as the owner does not feel the need to do so.
Low Kong Jong, Jonker Street, Malacca
Strategically located in the heart and soul of Malacca, Low Kong Jong was
founded in 1940 by the father of the current owner. The decision to start this business
was simple to earn a living and subsequently to be able to support his whole family.
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The main products offered by Low Kong Jong are the Malaccan famous Chicken
Rice Ball and Ais Kacang. The customers consist of a mixture of tourists and locals.
There are no branches and like the previous restaurant, no changes in the
business or its products over the past few years.
Founded in the 1960s by the grandparents of the current owner of who came
from West Malaysia, Yu Kee a restaurant selling Bak Kut Teh as its main product
was started due to the fact that there were no places offering Bak Kut Teh products in
Kota Kinabalu at the time.
FNBE JULY 2013 - ENGL 0205 ENGLISH 2
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The owner explains that his customers consist of both locals and tourists;
however, the number of tourists visiting his restaurant has recently soared due to the
fact that it had been widely recommended on the Internet. He also claims that the
amount of local customers have lessened as the restaurant is usually crowded with
people, causing them to become impatient and fed up of waiting in line for their food to
arrive.
There are no branches to date. A new product the Chicken Bak Kut Teh was
recently created to provide an alternative for customers to choose between pork and
chicken. Moreover, one of the dishes (Tofu Pok) has been altered as the old recipe was
too salty
Comparative Analysis of the Businesses Competitive Traits
There are a lot of similarities and differences between the three traditional
Chinese restaurants that were surveyed. First off, we found that all three restaurants
that we studied practice the traditional full service system which is practiced by most of
the traditional Chinese restaurants in the market. The traditional full service system
allows the customers to be well-served by the waiters hired in the restaurants once they
step foot into the restaurant. The waiters would attend to their customers every need
while dining in the restaurant, for example, when they are ready to order and also when
they want to make payment to leave. However, problems such as miscommunication
may occur between the customers and the waiters since all the orders are handwritten
and recorded through face-to-face communication.
One of the differences between the three traditional restaurants is the location of
the restaurants. It is undeniable that people would travel anywhere to dine in a
restaurant that provides good food and offers good service, however, the business of
the restaurants are strongly affected by their location as most of the time the businesses
rely on passing traffic or local workers and residents. After conducting the surveys, we
found that Long Fatt Restaurant is located at Jalan Kampung Pantai, Malacca which
FNBE JULY 2013 - ENGL 0205 ENGLISH 2
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used to be an industrial area while Lee Jong Kong Restaurant and Yu Kee Restaurant
are located at Jonker Street, Malacca and Gaya Street, Kota Kinabalu respectively,
which are two of the most popular tourist spots in Malaysia. Judging from the aspect of
demographic studies, the location of Long Fatt Restaurant appears to be less strategic
and popular as compared to Lee Jong Kong Restaurant and Yu Kee Restaurant
because of the poor potential for future population growth and development of the
location.
Besides, we also found that there are distinct differences between the ambiences
of the three restaurants we visited. According to Meriam Webster Online, ambience is
defined as a feeling or mood associated with a particular place, person, or thing. A
restaurants ambience plays an important role in improving a customers dining
experience as well as shaping the customers first impression towards the restaurant. In
retrospect to the ambience of a restaurant, Long Fatt Restaurant stands out among the
three restaurants because the environment of the restaurant is relatively clean and neat.
In addition, the owner of Long Fatt restaurant also managed to successfully create a
friendly and welcoming atmosphere for their customers by extending warm welcomes
and providing good service to their customers. On the other hand, Lee Jong Kong
Restaurant is the worst among the three restaurants we visited, in terms of ambience
because of its filthy environment. For instance, through observation, there were a lot of
unwashed dishes lying all over the sink which subsequently attracted flies while the
customers were dining in the restaurant. Moreover, the walls and floor of the restaurant
was poorly repaired and the lighting of the restaurant was also too dark. This created an
unfriendly atmosphere to the customers. Similarly, Yu Kee Restaurant also lack in
ambience. The tables and chairs are arranged close to one another, making it difficult
for customers and staff to move around, especially during peak hours.
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Other than that, the pricing of the food served by the three restaurants are also
very different, especially between the restaurants in Malacca and in Kota Kinabalu. After
looking through and analysing the price list of the food served in each restaurants, we
managed to conclude that Lee Jong Kong Restaurant offers the cheapest food among
the three restaurants. At a price range of approximately six to eight Ringgit, customers
are able to get plate of Hainanese chicken rice with a complimentary drink. In contrast,
the cost of dining in Yu Kee restaurant is slightly more overpriced as it may cost up to
RM13 to RM16 per person for a bowl of Bak Kut Teh and a glass of Chinese tea. After
analysing the price range of the food served by the restaurants in Malacca and in Kota
Kinabalu, we were able to conclude that the difference between the prices of food is
around five to seven Ringgit. The main reason behind this is because Kota Kinabalu is
located on the east coast of Malaysia which causes the cost of importing ingredients to
be higher as compared to Malacca. Furthermore, the pricing of food is higher in Kota
Kinabalu because it has recently been developed into a famous tourist spot in Malaysia,
which indirectly increases the cost of living and hence food in Kota Kinabalu.
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Recommendation
Based on close observation and analysis of each and every restaurant, we
managed to come up with a few ways to increase the competitiveness and conditions of
the restaurants, along with proper justifications. The food served in each restaurant
were delicious, to say the least. However, there are still some things that can be fixed.
According to our survey, the menu or ingredients in the food served in Long Fatt
Restaurant have never been altered or changed. Hence, we feel that they should
experiment with new dishes and products because the customers might grow bored of
the food there. Moreover, we also suggest that the restaurant move to a new and more
strategic location, since, as stated in the comparative analysis of the businesses, Long
Fatt Restaurant is situated in an industrial area which may not attract many tourists or
visitors.
Secondly, hygiene is also considered to be an important issue of any place, not
just restaurants. From what we observed in Low Kong Jong Restaurant, the place was
swarmed with flies due to the unwashed dishes left in the sink and also in the buckets.
Therefore, an easy solution to deal with this is to clean up and wash all dishes right after
the customers leave. Apart from that, another aspect that can be improved is the
lighting and walls of the restaurant. As mentioned earlier, the lighting in Low Kong Jong
Restaurant was dim and gloomy. Brighter lighting would serve as a better alternative
and make the place livelier. Lastly, the walls and floors should also be repaired and
painted properly.
FNBE JULY 2013 - ENGL 0205 ENGLISH 2
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As for Yu Kee Restaurant, it is proposed that they either expand their business or
improve the arrangements of the tables and chairs in such a way that it is more
systematic and organised, the reason being that the restaurant tends to be too crowded
and noisy during peak hours. Therefore, rearrangements of furniture would not only
ensure that the customers are comfortable, but would also maximise table waiting
efficiency and allow the customers and staff to move in and out of the restaurant without
hassle. Last but not least, since Yu Kee Restaurant is deemed to be the most costly
restaurant among the three, it is advisable that the pricing of the food be lowered or the
portion increased, since not everyone would be willing to pay more than ten Ringgit for
one meal.
In conclusion, each of the three restaurants are flawed in different aspects, be it
location, ambience, or pricing. However, careful care and consideration taken into
solving these flaws would definitely improve the competitiveness of each restaurant.
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Bibliography
Drummond, K.E. (1992). The Restaurant Training Program: An Emplyee Training Guide
for Managers. United States: John Wiley & Sons, Inc.
Drysdale, J.A. (2010). Restayrant Food Service Equipment. New Jersey: Pearson
Education, Inc.
Fu, C.J. (2003). Origins of Chinese Food Culture. Singapore: Asiapec Books Pte. Ltd.
Fullen, S.L. (2003). Restaurant Design: Designing, Constructing &Renovating A Food
Service Establishment. Ocala, Florida: Atlantic Publishing Group, Inc.
Katz, J.B. (1997). Restaurant Planning, Design, and Construction: A Survival Manual
for Owners, Operators, and Developers. United States: John Wiley &
Sons, Inc.
Kong, C. P., Tien, C.C. and Tseng, Y.L.R. (1983). Everything You Want to Know about
Chinese Cooking. New York: Barrons Educational Series, Inc.
Liu, J. (2011). Chinese Food. United Kingdom: Cambridge University Press.
Mattel, B. (2008). Catering: A Guide to Managing a Successful Business Operation .
New Jersey: John Wiley & Sons, Inc.
Miller, J.E. and Pavesic, D.V. (1996). Menu: Pricing & Strategy (4th Edition). United
States: John Wiley & Sons, Inc.
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Miller, J.E., Hayes, D.K. and Dopson L.R. (2002). Food and Beverage: Cost Control (2nd
Edition). New York: John Wiley & Sons, Inc.
Newman, J.M. (2004). Food Culture in China. United States of America: Greenwood
Publishing Group.
Simoons, F.J. (1990). Food in China: A Cultural and Historical Inquiry. Retrieved on
2013, November 22 from: http://books.google.com.my/books?
id=Fo087ZxohA4C&dq=history+of+chinese+food&hl=en&sa=X&ei=kUSK
UoaNFoiNrQe20YDADQ&redir_esc=y
Unknown. (2010). The Origins of Chinese Food and Cuisine from the Beginning.
Retrieved on 2013, November 23 from
http://chinesefoodhistory.wordpress.com/
Unknown. (n.d.). Cuisines of China. Retrieved on 2013, November 23 from
http://www.cultural-china.com/chinaWH/html/en/8Kaleidoscope134.html
Wright, J. (1999). Chinese Food & Folklore. London: Hamlyn.
Wu, Y.H.D. and Cheung C.H.S. (2002). The Globalization of Chinese Food. London:
RoutledgeCurzon.
P a g e | 16
Appendix
Survey Questionnaires and Results
Restaurant #1: Long Fatt Restaurant, Jalan Kampung Pantai, Malacca
1) When was the business founded?
The business was founded in 1910.
2) Who are the key founders?
My (the present owner) grandfather.
3) What prompted the founders to start this business?
Life back then was simple. Some of the major businesses found in the past were
book stores, coffee shops, and sundry shops but with few restaurants. Since
there were not many restaurants, I guess my grandfather decided to open one to
be able to earn some money.
4) What are your main products?
Traditional Teochew cuisine, consisting of mainly porridge/white rice, veggies
and meat.
5) Who are your customers?
Mostly tourists. There were more locals who visited back then.
6) What is the business annual revenue figure?
N/A
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No.
Restaurant #2: Low Kong Jong, Jonker Street, Malacca
1) When was the business founded?
The business was founded in 1940.
2) Who are the key founders?
My (the current owner) father.
3) What prompted the founders to start this business?
To earn a living and raise the whole family.
4) What are your main products?
Chicken Rice Ball and Ais Kacang.
5) Who are your customers?
Tourists and Locals.
6) What is the business annual revenue figure?
N/A
7) How many branch offices/stores do you have (if applicable)?
None.
8) Can you provide us a brief history of your business and its most recent
developments?
N/A
9) Do you have many competitors? Who are they? Who are your top 3 competitors?
N/A
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10) Is the business constantly facing strong competition from other competitors? What
strategies have they used to compete with you?
The taste and the attractiveness of the food.
11) How much capital is required to start this business? What, if any, specialized field of
knowledge do you need to run this business?
N/A
12) Generally, do you feel it is easy or hard to enter this market? Why?
N/A
13) How do you compete with your competitors i.e. what strategies do you employ to
divert customers away from your competitors?
Time-honored brand. Appeared on a tv programme before (HoChak).
14) How often do you release a new product (this assumes the business sells
differentiated products)?
Never.
15) Are your pricing decisions strongly affected by your competitors?
No.
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It is a secret and is different every month depending on the on and off tourist
season.
7) How many branch offices/stores do you have (if applicable)?
Currently we have no branch offices/stores and have no plans to do so in the
future because Bak Kut Teh requires a lot of management process including
division of work among workers and the preparing process as the process of
cooking is very complicated and every detail is likely to cause changes to the
taste of if not done correctly.
8) Can you provide us a brief history of your business and its most recent
developments?
N/A
9) Do you have many competitors? Who are they? Who are your top 3 competitors?
There are a lot of competitors nowadays but are not likely to affect my business
because my business has become popular among the people. There are more
than 3 Bah Kut Teh shops in Gaya Street, however my business is still running
fine after these restaurants appeared.
10) Is the business constantly facing strong competition from other competitors? What
strategies have they used to compete with you?
N/A
11) How much capital is required to start this business? What, if any, specialized field of
knowledge do you need to run this business?
N/A
12) Generally, do you feel it is easy or hard to enter this market? Why?
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It was undeniably hard in the beginning because customers were not familiar with
our products. More and more restaurants selling similar products are showing up
around the area.
13) How do you compete with your competitors i.e. what strategies do you employ to
divert customers away from your competitors?
The only strategy we use is to ensure the best quality of the ingredients.
14) How often do you release a new product (this assumes the business sells
differentiated products)?
Recently we have created a new product called the Chicken Bak Kut Teh. It is
not that popular among customers but I believe it will sell better in the future as it
provide an alternative for customers to choose between pork and chicken. Other
than that, we also changed the traditional tofu pok as the old one was very salty
and not so healthy for the customers.
15) Are your pricing decisions strongly affected by your competitors?
Ive got to admit my pricing is not cheap at all because we choose good quality
herbs and other ingredients to prepare our Bah Kut Teh. The average price per
person is around RM15 which is very high compared other Bak Kut Teh shops in
town.
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MINUTES
MEETING CALLED
BY
25 OCT 2013
12:00PM - 2:00PM
LEVEL 5, LIBRARY
TYPE OF MEETING
FACILITATOR
NOTE TAKER
TIMEKEEPER
Felicia Tiong
ATTENDEES
Agenda topics
12:00PM - 1:00PM
DISCUSSION
location
CONCLUSION
S
ACTION ITEMS
PERSON RESPONSIBLE
DEADLINE
28 Oct
2013
location
08 Nov
2013
1:00PM - 2:00PM
DISCUSSION
RIDZUAN
P a g e | 25
CONCLUSION
S
We have decided to use the questions in the brief that has been
provided as a guide
ACTION ITEMS
PERSON RESPONSIBLE
DEADLINE
Felicia Tiong
26 Oct
2013
Ridzwan
26 Oct
2013
11 NOV 2013
16:00PM - 17:00PM
LEVEL 5, LIBRARY
Felecia Tiong
TYPE OF MEETING
Discussion
FACILITATOR
Felicia Tiong
NOTE TAKER
TIMEKEEPER
Ridzwan
ATTENDEES
Agenda topics
16:00PM - 17:00PM
DISCUSSION
P a g e | 26
CONCLUSION
S
Progress of the research project was checked and works are distributed
equally to each of the group
ACTION ITEMS
PERSON RESPONSIBLE
DEADLINE
19 Nov
2013
Felicia Tiong
19 Nov
2013
Ridzwan
19 Nov
2013
19 Nov
2013
19 NOV 2013
MEETING CALLED
BY
TYPE OF MEETING
Disccusion
FACILITATOR
NOTE TAKER
Ridzwan
TIMEKEEPER
Felicia Tiong
12:00PM - 14:00PM
LEVEL 4, LIBRARY
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ATTENDEES
Agenda topics
12:00PM - 14:00PM
DISCUSSION
Collection and examination of all the members work after the dead line.
CONCLUSION
S
Everyone finished the task given on time and handed to Felicia Tiong.
ACTION ITEMS
PERSON RESPONSIBLE
DEADLINE
19 Nov 2013
Pictures
Restaurant #1: Long Fatt Restaurant, Jalan Kampung Pantai, Malacca
Entrance of Long
Fatt Restaurant
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Picture
Pictureshowing
showing
Picture
the
thedirty
taken with the
sink
inside
the
restaurant.
name
of the
restaurant.
owner
after the interview.
P a g e | 29
Entrance of Yu Kee
Restaurant
References
Fu, C.J. (2003). Origins of Chinese Food Culture. Singapore: Asiapec Books Pte. Ltd.
Kong, C. P., Tien, C.C. and Tseng, Y.L.R. (1983). Everything You Want to Know about
Chinese Cooking. New York: Barrons Educational Series, Inc.
Liu, J. (2011). Chinese Food. United Kingdom: Cambridge University Press.
Miller, J.E. and Pavesic, D.V. (1996). Menu: Pricing & Strategy (4th Edition). United
States: John Wiley & Sons, Inc.
FNBE JULY 2013 - ENGL 0205 ENGLISH 2
P a g e | 30
Newman, J.M. (2004). Food Culture in China. United States of America: Greenwood
Publishing Group.
Simoons, F.J. (1990). Food in China: A Cultural and Historical Inquiry. Retrieved on
2013, November 22 from: http://books.google.com.my/books?
id=Fo087ZxohA4C&dq=history+of+chinese+food&hl=en&sa=X&ei=kUSK
UoaNFoiNrQe20YDADQ&redir_esc=y
Unknown. (2010). The Origins of Chinese Food and Cuisine from the Beginning.
Retrieved on 2013, November 23 from
http://chinesefoodhistory.wordpress.com/
Unknown. (n.d.). Cuisines of China. Retrieved on 2013, November 23 from
http://www.cultural-china.com/chinaWH/html/en/8Kaleidoscope134.html
Wright, J. (1999). Chinese Food & Folklore. London: Hamlyn.
Wu, Y.H.D. and Cheung C.H.S. (2002). The Globalization of Chinese Food. London:
RoutledgeCurzon.
P a g e | 31