Executive

Summary

INTRODUCTION
Pizza is a type of bread and tomato dish; often serve with cheese that has
existed since time immemorial in Middle Eastern and Mediterranean cuisine. The term
'pizza' first appeared "in a Latin text from the southern Italian town of Gaeta in 997 AD.
In 16 Century a flatbread was referred to as a pizza. A dish of the poor people, it was
sold in the street and it was not consider as kitchen recipe for long time. In 17 Century,
the pizza was covered with the re d sauce. This was later replaced by oil, tomatoes and
fish.
These flatbreads, like pizza are from the Mediterranean area and other examples
of flat breads that survive to this day from the ancient Mediterranean world. The word
"pizza" is thought to have come from the Latin word pinsa , meaning flat bread . A
legend suggests that Roman soldiers gained a taste for Jewish Matzoth while stationed
in Roman occupied Palestine and developed a similar food after returning home.
However a recent archeological discovery has found a preserved Bronze Age pizza in
the Veneto region. By the middle Ages these early pizzas started to take on a more
modern look and taste. Pizza is emerging in fast food in Philippine urban areas. With
the arrival of branded pizza such Pizza Hut and Shakeys pizza in early to mid -1990 ,
Today it has reached all most all over cities in Philippines.
Pizza has long been loved by people who have busy lifestyle. It is easy to order,
share and take out especially for office parties or meetings or an emergency family meal
or simply just hanging out with friends. This has been the culture in most offices and
homes in major cities as well.

Casa Pizzaioli is a new player in the restaurant industry. The restaurant is located
along Paso de Blas Road in front of Puregold Paso de Blas, where many people pass
by. These people will be our potential customers. Primarily, the purpose of our business
is for selling delicious and mouthwatering pizzas. Casa Pizzaioli, as an entity is
dedicated on giving our customers the ultimate satisfaction but not sacrificing their
budget at a reasonable price. It will be made affordable to customers since the cost of
living in Valenzuela is not that high. It will not be like the fancy and expensive type like
Greenwich or such but it will be suitable here in Valenzuela. We are all open for all the
people who loves pizza and pasta and to those who wants to satisfy their cravings and
relieve their stress on life.

VISION
Be the successful and leading pizza restaurant in Valenzuela City that serves
appetizing Filipino inspired pizzas that our every customer will remember.
MISSION
To promote Filipino inspired pizzas through creating and serving innovative
pizzas.
OBJECTIVES

To expand the business nationwide.

To establish the market presence needed to support marketing and sales

goals and to attract customers.

To reach healthy monthly sales by the end of the year, and average
monthly sales increasing modestly by steadily through Year 3.

To provide the highest quality Filipino inspired pizza that creates a

memorable customer experience underpinned by value.

To maintain and expand an outstanding reputation that will be acceptable

in the market.