i

COPING WITH COVID-19 CRISIS: MARKETING STRATEGIES FOR

RESTAURANTS IN SARIAYA, QUEZON

A Research
Presented to the
Faculty of School of Business and Accountancy
CSTC College of Sciences, Technology and Communications, Inc.

In Partial Fulfillment of the

Requirements for the Degree of
Bachelor of Science in Business Administration
Major in Marketing Management

By:
Xzyrell R. Cortez
Shella Mae P. Embradura
Tricia Mae V. Garcia
May 2021
 ii

APPROVAL SHEET

The research entitled “Coping with COVID-19 Crisis: Marketing Strategies

for Restaurants in Sariaya Quezon”, prepared and summited by Xzyrell R. Cortez,

Shella Mae P. Embradura and Tricia Mae V. Garcia in partial fulfilment of the

requirements for the Degree in Bachelor of Science in Business Administration, has been

examined and recommended for acceptance and approval for final and oral defense.

MARK GIL M. MANALO

Adviser

RESEARCH REVIEW PANEL

Examined and approved by the Oral Examination Committee with a rating of ___.

MARK ANTHONY C. DELGADO, CPA, LPT, MBA LEOMAR C. MIANO, Ph.D.

Member Member

NONA BHEL S. LIMBO, DBA

Chairman

Accepted and approved in partial fulfilment of the requirements for the degree of

Bachelor of Science in Business Administration.

NONA BHEL S. LIMBO, DBA

Dean, School of Business and Accountancy
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ACKNOWLEDGEMENT
To acknowledge the strength they gave, the countless blessing they poured out,

and to make this study possible, the researchers would like to express deepest of thank

and gratitude. First and above all, praises and thank to Almighty God for showering

blessings for supporting the researchers’ wisdom, patience, perseverance and

determination to compete this researcher paper successfully. They also expressed their

gratitude and appreciation to colleagues, friends and others who participated in the

completion of this manuscript.

To Mr. Mark Gil M. Manalo, research adviser, for giving support and guidance

throughout this research, for his time, efforts, comments, suggestions and deep concern.

His sincerity and motivation have deeply inspired the researchers to do research paper.

To Dr. Nona Bhel S. Limbo, Mr. Mark Anthony Delgado and Dr. Leomar C.

Miano, their panelists, for reading this study and giving some ideas, recommendations

and practical comments; for helping with linguistics criticism, statistical processing and

encourage to make the study worthy of its contents.

To Ms. Yvette Bobadilla, researchers’ mentor, who went to great lengths to

teach the research style and for her great contribution to accomplish the study.

To the Manager of Plaza de Shalom, Owner of Don Lauro and Head Waiter of

Casa Plaza, who served as our respondents and cooperated in answering the questionnaire

provided by the researchers.

Further, to all those people who have not been named but who have contributed

to the realization of this work.

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To the researchers’ loving parents, for their moral encouragement, financial

assistance, prayers, caring and sacrifices for educating and preparing for the good futures

of the researchers.

The researchers would like to extend their deepest sincerest gratitude to all the

people who participated and helped them in any manner, who have shared the efforts,

time and knowledge in order to make this research a reality.

X. R. C.

S. M. P. E.

T. M. V. G.
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DEDICATION
We want to dedicate this research study to the following:

To our Almighty God, thank you for providing us with the information we

required to accomplish this research, as well as the strength and encourage we required

during the semester.

To our parents Mr. and Mrs. Cortez, Mr. and Mrs. Embradura and Mr. and Mrs.

Garcia, who support us financially, morally and who give us strength in making this

research. This research would not have been feasible without their love and support.

To Mr. Mark Gil Manalo, for giving his moral support, encouragement, patience

and commitment which inspired us to do better.

To our classmates who encouraged us to finish this study with their words of

advice and encouragement.

To our friends who were always willing to lend a hand in assisting us with our

research.

-The Researchers
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TABLE OF CONTENTS
Page
Title Page i
Approval Sheet ii
Acknowledgement iii
Dedication iv
Table of Contents v
List of Tables viii
List of Figures ix
Abstract x

CHAPTER
I THE PROBLEM AND ITS BACKGROUND
Setting of the Study 4
Statement of the Problem 5
Significance of the Study 5
Scope and Delimitation of the study 6
Definition of Terms 7

II REVIEW OF RELATED LITERATURE AND STUDIES

Related Literature 10
Related Studies 54
Synthesis 63
Conceptual Framework 67
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vii

III METHODOLOGY AND RESEARCH DESIGN 69

Method of Research Used 69
Participants of the Study 69
Data Gathering Instruments 69
Validation of Interview Guide and the Themes 70
Data Gathering Procedures 70

IV RESULTS AND DISCUSSION

Background of the Study 72
Product 75
Price 81
Place 87
Promotion 94
Process 100
People 104
Physical Evidence 111
Productivity 117
Coping Strategies Employed by the Restaurants 121

V. SUMMARY OF FINDINGS, CONCLUSIONS, AND

RECOMMENDATIONS
Summary of Findings 131
Conclusions 134
Recommendations 135

References 137
Appendices 155
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A Letter of Approval 156

B Letter of Validation 159
C Interview-Guide Questionnaire 160
D Responses of the Participants 167
E Documentation of Interview 196
F Plagiarism Detection Result 197
G Certification (Research Grammarian) 198

Curriculum Vitae 199

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LIST OF TABLES
Tables
1 Background of the Restaurants 72

2 Marketing Strategies that can be developed for Restaurants on 125

coping with Covid-19 Crisis.

 x

LIST OF FIGURES

Figures

1 Location Map of Sariaya, Quezon 4

2 Conceptual Framework 67
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ABSTRACT

NAME OF INSTITUTION : CSTC College of Science, Technology and

Communications, Inc.

ADDRESS : Gen. Luna St. Maharlika Highway, Arellano

Subd., Poblacion 3, Sariaya, Quezon

TITLE : Coping with COVID-19 Crisis: Marketing

Strategies for Restaurants in Sariaya,
Quezon

AUTHORS : Cortez, Xzyrell R.

Embradura, Shella Mae P.
Garcia, Tricia Mae V.

DATE STARTED : August 2020

DATE FINISH :

The main purpose of the study was to find out marketing strategies used by

selected restaurants in Sariaya, Quezon during pandemic. The participants of the study

were the managers of the selected restaurants that exist for more than 5 years in the

industry. These are the Casa Plaza, Don Lauro and Plaza De Shalom. Descriptive-

qualitative method was used for the study and interview-guide questionnaire with open-

ended questions were used for the smooth flow of interview. The results of the study

showed the marketing strategies 8Ps (Product, price, place, promotion, process, people,

physical evidence and productivity) used by the restaurants in Sariaya to survive their

business during the pandemic. The restaurants followed the standard of safe food

handling, change price of some food offer, offering take-outs and delivery, promote using

the social media, follow the IAFT safety guidelines, monitoring the health condition of

employees and educate on how to handle customers, sanitize the restaurants facility and
 xii xii

wearing proper PPE. Lastly, the researcher recommended to the owners of restaurants to

cope-up with the new government protocols and regulations while operating their

business during the time of pandemic and even after the crisis. They shoul provide proper

training and seminar for free for their employees to give them enough knowledge and

improve their skill in handling the future problem they will encounter aside from the

pandemic.
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1

CHAPTER I
The Problem and its Background

Coronavirus disease 2019 (COVID-19) is defined as an illness caused by anovel

coronavirus and now its known as acute respiratory syndrome coronavirus 2

(SARVCov2), formerly called 2019-nCoV), which was first identified amid an outbreak

of respiratory illness cases in Wuhan City, Hubei Province, China. It was initially

reported to the World Health organization (WHO) on December 31, 2019. On January

30, 2020, the WHO declared the Covid-19 outbreak a global health emergency. On

March 11, 2020, the WHO declared Covid-19 a global pandemic, its first such

designation since declaring H1N1 influenza a pandemic in 2009.

With the humanitarian crisis from coronavirus evolving on a daily basis,

businesses are grappling with how to continue serving their customers and communities

around the world. Restaurants have tried to adapt by increasing safety measures,

partnering with local non-profits, and creating ad campaigns and shared gift cards for

several establishments. Despite these efforts by businesses, travel restrictions, capacity

limits, and distancing requirements, as well as government obstacles like permitting,

sidewalk/outdoor use of space, and other items are still preventing restaurant recover this

time. While some restaurants may serve food outside provided customers are able to

social distance, only 20% of restaurants can offer outdoor seating because many do not

own or lease land outside. Limited capacity also makes it more difficult for small

businesses to make a profit from people dining out even if they may be able to offer

outdoor seating.
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2

Due to the impact of the coronavirus (Covid-19), marketers will need to change

their strategies and navigate through the new normal. Marketing priorites are changing

rapidly and budgets are being redistributed. Marketing is harder than ever during this

time of pandemic. Marketers struggle to find bandwidth and resources they need to

change execution plans, launch new campaigns, and create new content.

Covid-19 has a major impact on most food businesses. Some are thriving, some

are in lockdown and others are making significant changes to the way in which they

reach customers in order to continue trading. In almost all cases, businesses are having to

adopt new ways of working in order to manage both existing and Covid-19 related risks.

Food businesses must continue to adhere to their legal duties, such as an

employer’s duty to protect their employee’s health and safety and health and safety of

customers, including in relation to food safety and hygiene regulations. At the same time,

food businesses must also abide by the government’s current restrictions.

According to Uy (2020), there are no concrete records on how much restaurants

are being affected by this pandemic only that things are very, very bad. It is as if the once

thriving industry was a glorious tree that was suddenly struck down in its prime by

unexpected lightning. Many eateries have closed: some permanently, while others are

biding their time anticipating that a finish line is near. But restaurants are fighting back

hard. There is a lot of life in it because literally a lot of lives are at stake. Some

businesses have kept open if only for the sake of their employees. But that is just the

point: they are keeping open, a glimmer of hope for an industry that has no other plans
 3

but to bounce back. By June, despite the continued rise in covid-19 numbers, the halted

economy needed to be revved back up again. Restaurants began to reopen their doors,

albeit with carefully spaced seats, face shields, and limited turnovers.

The researchers found that one of the most affected industry by the pandemic

were the restaurants. Researchers wanted to figure out how restaurants solve their

problem to recover from losses with the new normal strategies. The main purpose of the

study was to know the marketing strategies used by the restaurants during this pandemic.

The study would explain how restaurants used the marketing strategies to cope-up during

the Covid-19 pandemic and to determine the marketing strategies that can be developed

for restaurants in coping up with covid-19 crisis.

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Settings of the Study

Figure 1. Map of Sariaya Restaurants

The research was conducted in Sariaya, Quezon where they selected four (4)

restaurants to be participants. The researchers selected some of the most popular

restaurants with the same products in Sariaya, Quezon. They chose Treat Haus located at

Mabini St. Sariaya, Quezon, Caza Plaza Restaurant and Catering at Valderaz St., Plaza

De Shalom at Bonifacio St., and Don Lauro Restaurant and Catering at 45 Magdami St.

Moreover, the participants were chosen to further point out the marketing

strategies of the restaurants in Sariaya, Quezon in coping with Covid-19 crisis.

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Statement of the Problem

The researchers wanted to find out the marketing strategies of restaurants in

Sariaya, Quezon in coping Covid-19 crisis.

Specifically, this study sought to answer the following problems:

1. What is the background of restaurants in Sariaya, Quezon?

2. What are the marketing strategies employed by the restaurants during Covid-19 crisis?

3. What are the coping mechanisms employed by the selected restaurants?

4. What marketing strategies can be developed for selected restaurants in coping with

Covid-19 crisis?

Significance of the Study

The study focused on restaurants as one of the sectors affected by Covid-19 crisis.

In this study, the researchers aimed to find out the marketing strategies used by selected

restaurants in Sariaya, Quezon during pandemic as well as to get new opportunities for

the restaurants and other businesses. This study will be beneficial to the following:

To the Owners or Managers of the Selected Restaurants in Sariaya

Owners or managers of the selected restaurants would have an idea on how they

will manage their operations of business in times when there are unexpected

circumstances. They would gather new strategies in coping up with the business
 6

operations. It would also to improve and develop business strategies to manage properly

their operations.

To the Researchers

This study would help the researchers to be motivated, inspired and adopt some

strategies on how to conduct a research during the lockdown and new normal as well as

to keep safe while conducting a research.

To the Future Researchers

This study will serve as a reference or guide for the future researchers who would

conduct a study related to this same concept of research for restaurants.

Scope and Delimitation

The scope of the study was coping with Covid-19 crisis: marketing strategies for

restaurants in Sariaya, Quezon.

The study was delimited only for four (4) restaurants selected by the researchers.

They selected four (4) well-known restaurants with similar products in Sariaya, Quezon

because it was difficult to conduct a study due to the implementation of lockdown in

Sariaya. Unfortunately, one of our participants, Treat Haus, did not allow them to gather

data from them. Instead, it was done through interview.

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Definition of Terms

To understand better the research, the following terms are defined conceptually

and operationally by the researchers based on the used on this study.

Competitive advantage refers to factors that allow company to produce goods or

services better or more cheaply than its rival (Twin, A. 2021).

Competitive environment - a system where different businesses compete with

eachother by using various marketing channels, promotional strategies, pricing

methods, etc. (SendPulse, 2021).

Consumer behavior is the study of how individual customers, groups or organizations

select, buy, use, and dispose ideas, goods and services to satisfy their needs and

wants (Your Article Library, n.d.).

Coping is a strategy or adaptation to deal with problems or difficulties

Covid-19 is a newly found virus which causes an infectious disease that made firms to

cease its operation

Customers are individuals or group of people who buy products or services

for satisfaction

Marketers - a person or business whose duty is to promote the product and services to

the market.
 8

Marketing Strategies refers to plan of action on dealing with unexpected circumstances

People are part of marketing mix, people are the most important element of any service

or experience (Friesner, 2014).

Physical Evidence is the location and environment where the customer purchases or

consumes the product (Red Bike Marketing, n.d).

Place refers to distribution or the methods and location you use for your products or

services to be easily accessible to the target customers (Acutt, 2021).

Price is both the money someone charges for a good or service and what the consumer

is willing to give up to receive a good or service (Boundless Marketing, n.d).

Process refers to the flow of activities or mechanism that take place when there is an

interaction between the customers and the businesses (Bhasin, 2019).

Product is an item which is being offered to buy that gives satisfaction to the customers

Productivity refers to the rate of output per unit of labor, capital or equipment (input)

(Market Business News, n.d).

Promotions refer to the entire set of activities, which communicate the product, brand

or service to the user (The Economic Times, 2021).

Restaurants are businesses that serve and prepare food to customers to fulfill their wants
 9

and desire
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CHAPTER II

Review of Related Literature and Studies

This chapter includes foreign literature and studies of the effects of Covid-19

pandemic as well as the marketing and coping strategies in restaurants. The related

literature and studies of this research only comes from online resources such as Google

scholar, E-journal and other online articles. It also presents the conceptual framework for

a better comprehension of the study.

Related Literature

Effects of COVID-19 Pandemic in Restaurants

Mordor Intelligence (2021) cited that Filipinos are known as food lovers. They

really enjoy eating either by individual or by group of friends and family. Moreover after

the advent of Covid-19, the foodservice sector was the majority hit by the strict lockdown

measures introduced in the Philippines to limit the spread of the virus. The dine-in of

restaurants is temporary stop only take-out and home delivery is allowed. In addition, the

restaurants also used the social media to continuously operate their business without any

violation. It is their way to maintain the customer’s loyalty and to attract more customers

that focused into the social media.

According to Lopez (2020), the IATF approved dine-in services in the part of

GCQ areas-DTI chief. Dine-in area will partially resume in restaurants located in areas

under the General Community Quarantine (GCQ) starting June 15. The Inter-Agency
 11

Task Force (IATF) on emerging Infectious Diseases has approved the resumption of

dine-in services in GCQ area provided that only 30% of the restaurants capacity will be

allowed inside. In addition, other health protocols should be observed like frequent

disinfection, wearing face masks and social distancing.

Moreover, according to Ramos (2021), restaurants and other food establishments

in Metro Manila and several provinces placed under the General Community Quarantine

(GCQ) are limited operation that only take-out, delivery and outdoor dining only are

allowed, under the Inter-Agency Task Force (IATF) for the Management of Emerging

Infectious Diseases.

During the shutdown of the economy, restaurants are limited to operate their

businesses only take-outs are available. After how many months the economy slowly

started to reopening process and authorities have started to ease restrictions. Dine-in in

restaurants are reopen at a reduce capacity and reduce some tables to maintain the social

distancing guidelines. A large portion of individuals (over 50%) is not willing to dine in

at a restaurant immediately. Only around a quarter of the customers already dined-in. In

general, the customers still do not feel comfortable to dine in at a sit down restaurant

(Gursoy & Chi, 2020).

According to Brewer & Sebby (2021), one of the economic activities affected

during the pandemic is the restaurant industry. Dine-in exposed to control viral

infections. Restaurant owners have lost billions of pesos and millions that have

experienced serious career changes.

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Based on Bello (2020), before the covid-19 pandemic, Philippines employment

situation was vibrant, expanding at 4.0% or 1.6 million net employment generated.

Moreover during the global pandemic hundreds of thousands resorted to temporary

closures or flexible work arrangements resulted that 17.7% unemployment rate or 7.3

million surpassing the 10.3% unemployment rate in the 1998 recession in the Philippines.

For those remaining in business, converting to online food ordering was essential.

Through providing theoretical and managerial implications for how to identify

appropriate products, utilize content marketing effectively, and attract new customers.

Marketing Strategies

Jain (as cited in Jorge, 2006) cited that marketing strategy is looking the whole

business capabilities of their products and marketers and manage the portfolio to reach

out the business goals. It consists of a series of internationally integrated but externally

focused set of choices about the organization addresses its customers in a highly

competitive environment. (Bradley, as cited in Jorge, 2006)

Marketing’s most important job is to identify, engage with and convert customers

into valuable assets that create long-term cash streams. This role upended during

COVID-19. Marketers have had to rethink their strategies in an era of homebound

customers, social distancing, and an unpredictable environment that has forced many

companies into crisis management (Moorman, Kirby, McCarthy, & Shkil, 2020).

According to Morgan, Whitler, & Chari (2018), the marketing strategies are

construct that lies at the conceptual heart of the field of strategic marketing. It is central
 13

to the practice of marketing. It is also the area within which many of the most pressing

current challenges identified by marketers.

Based on Saif & Aimin (2016), marketing strategy represents a key element of

success for the businesses. Through this, implementation firms employ scarce resources

through marketing capabilities in order to attain the set goals and targets.

In conformity with Ahmed (2020), the businesses use the marketing mix to

determine how to promote and position the products and services to attract customers. It

consists of product, price, place and promotions. After the years, marketers added

additional elements to the marketing mix, including people, process, physical evidence,

and philosophy.

Boundless Marketing (as cited in Ahmed, A. 2020) mentioned that the

intangibility of a service make it difficult for customers to know what they will be

getting. Businesses need to determine the best way to reach their target customers to

promote the service. Any promotions should include the benefits the customer will

receive from the service and details about what makes the service unique.

According to Khan (204), marketing mix is known as the four Ps (product, price,

place of distribution and promotion). These are the primarily elements of the marketing

strategy, and as means of translating marketing planning into practice. Moreover, Al

Muala & Qurneh (2012) revealed that later on researchers add three more elements which

are the 7Ps (product, price, place, promotion, personnel, process and pysical evidence.

This study explains these 7ps, which are the elements of marketing mix. In addition, the
 14

7Ps marketing strategies added another one elements, which is the productivity. It is

known as the 8Ps marketing strategies which include the product/service, price, place,

promotion, personnel/person, process, physical evidence and productivity.

Product

Kotler, Wong, Saunders and Armstrong (2018) defined product/service as

anything offered to a market for attention, acquisition, use or consumption that might

satisfy a want or need. It includes physical objects, services, persons, places,

organizations and ideas. Service is associated with something is intangible. Restaurants

offer combine each food with a side dish and drinks to create a basic combo meal that

good for the individual or group of people. Aside from the product offered by the

restaurants, it also offers service to customers. It provides physical goods or prepared

food that needs or wants of the customers. In addition, it provides services in the form of

ambience, the settings and clearing of the table to maintain the cleanliness of the

restaurants.

On the basis of Suttle (2021), the small restaurant companies use many types of

product strategies, whether they are selling fast food, casual dining or mid-scale entrees.

Fast food refers to food that can be prepared and served quickly with affordable price,

convenient and taste goods. However, the ingredients used in the fast food are cheaper.

The casual dining restaurants are full-service with a fun, conformable and affordably

priced menu. The mid scales restaurants occupy the middle ground between quick-

service, and casual dining restaurants offer a range of limited and full service options.
 15

The key is tying a particular product strategy to overall objective. Some product

strategies designed to increase customer visits at certain times of the day, such as

breakfast (oatmeal, bacon and pancakes), lunch (rice and meat), and dinner, which are

mostly ordered by the employees, students and travelers pass-by in the restaurants. In this

regard, product strategies include frequency of customer’s visit in restaurants, more direct

influence profit margins and unique service to customers.

As believed by Beuren, Ferreira, & Miguel (2013), product-service system

represents a competitive opportunity for many companies as they seek to reduce

consumption by altering how their products used by providing services. He discusses

specific features of the product-service system as well as the benefits and drawbacks that

the literature has addressed in recent years. Positive and negative issues of the product-

service system are also covered. Restaurants provide product but also service to their

customers. The product offered by the restaurants is foods that are commonly seen into

the menu provided by the restaurants to choose the food that the customers want to eat on

that time. Service of employees are rendered to customers such as to welcome them,

assist to the table they want, take a note to the order, prepare the food correctly, entertain

with smile on the face of employees, maintain the cleanliness of the surroundings like the

tables, chairs, floor, windows and the equipment to be used in preparing food.

Reim, Sjodin, Parida, Person (2014) cited that restaurants continuously develop

and discover new products and services that offer the customers to secure loyalty and

competitive advantage. One of the competitive advantages is offering delicious food with

unique taste and provides good service to the customers that differ from its competitors.
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Based on Krishnan (2001), product development is defined as the transformation

of a market opportunity into a product available for sale. It is as a deliberate business

process involving hundreds of decisions, many of which usefully supported by

knowledge. Products offered by the restaurants are dynamic and continuously develop to

follow the trend in the business industry. Customers dine-in in the restaurants is limited

only because of the Covid-19 pandemic and is focusing in the social media. In addition,

the competitors in social media continuously increase and to concurrent the restaurants

business, there is a need to develop the old product into new product to attract customers.

The Covid-19 pandemic impacted the restaurants industry via government

closures resulting in layoffs of workers and loss income for restaurants and owners and

threatening the survival of restaurants business. The restaurants closures stated on March

15 when Ohio Governor Mike DeWine ordered all bars and restaurants in the state to

close their dining rooms, within a week most other states followed suit. By March 23,

industry experts were estimating nearly half of the industry 15 million workers had been

laid off. Insurers refused to cover the restaurants financial losses via business interruption

policies (Marcus, n.d).

Gorris (2020) said whilst Covid-19 is not a foodborne illness, it is a major threat

to public health, including for consumers and food workers. Food businesses, like any

other type of business such as restaurants, should therefore take measures to protect their

workforce from illness and contribute to avoiding and minimizing the spread of the virus.

Food businesses can take advantage of the good hygienic practices and food safety

management systems such as HACCP that they have implemented on the basis of Codex
 17

Alimentrius guidelines which have been compiled on the general principles to ensure

hygiene in food operations as well as for specific food sectors.

DeltaTrak.com. (n.d.) cited that safe food is defined as food free of contamination

occurring at any point in the growing, preparing, processing, storing, selling or serving of

food.

Various reports worldwide showed a number of foodborne illnesses

outbreak caused by improper food preparation of food providers (FoodHACCP.com, as

cited in Balanquit & Sanoria (2019). It is basic knowledge in food preparation that

food served must not only be varied and appetizing but, most importantly, must

be safe for human consumption.

The Centers for Disease Control and Prevention (CDC) advised the use of simple

cloth face covering to prevent the spread of the virus. The employees in the food

production are required to wear respiratory or disposable facemask on while there are in

the production. It is to ensure the safety of employees and customer to spread and catch

the virus. In additional the hand hygiene is an important infection prevention and control

measure. Wash the hands with soap after putting on, touching, or removing respiratory,

mask or cloth face covering (Fda.org (n.d).

DeltaTrak.com (n.d.) emphasized that food handlers worldwide should have a

solid understanding of the sanitation process which is one very important step in

combating foodborne disease. Sanitizing food handling equipment reduces bacteria and

viruses to a safe level. Understanding food related sanitization methods, what and when
 18

to sanitize and the tools to use for sanitization play vital roles in the fight against

foodborne disease.

Poor sanitization within the establishment could lead to disease, illness or even

death. This in turn would most probably lead to loss of customers, loss of reputation,

lawsuits, fines and possible business closure. Lack of proper hygiene procedures or tools

can also lead to failure to comply with food safety regulations, laws or inspections

licenses or substantial funds to amend the normative reference.

Dawes (2020) said the consumers rate their satisfaction level about the

take-out/delivery experiences they had and tell what COVID-19 precautions they

observed the restaurants taking. The majority 65% surveyed said they were “Very

Satisfied” with what they saw. Another 17% were “Somewhat Satisfied” giving a

combined satisfaction score of 82%. Restaurants took care of the basics in making sure

masks and gloves were worn by employees/drivers, and by offering a contactless

experience. Clear communication about the precautions in place and proper packaging

played big roles as well to get the satisfaction of the customers during this time of crisis.

With this knowledge that customers are largely satisfied what they’re seeing in their

takeout/delivery experiences, there is an opportunity to gain new customers by

communicating these moves to prospects on a regular basis.

Zhang, Park, Bonn, & Cho (2021) stressed that customer complaints are genuine

actions of expressing their negative experiences about products and services, leading to a

high possibility of replacing the current service provider with others. Switching intention
 19

refers to a customer’s intention to voluntarily and involuntarily end a relationship with a

company. These switching behaviors are stated as the last means of dissatisfied

customers’ complaining behavior.

Lai, Deng & Li, as cited in Zhang, Park, Bonn & Cho (2021) found out that

complaints significantly influence revisit intention. Chan, Wan & Sin, as cited in Zhang,

Park, Bonn & Cho (2021) suggested that if the restaurant customers’ complaints are not

resolved, these customers will not return to the restaurant.

The common point of pandemic is their serious negative effects on the global

economy. Considering the food supply chain, one of the most important sectors of the

economy, it has been seen that COVID-19 has an impact on the whole process from the

field to the consumer. In the light of recent challenges in food supply chain, there is now

considerable concern about the food production, processing, distribution and demand.

The covid-19 resulted in the movement restrictions of workers, changes in demand of

consumers, closure of food production facilities, restricted food trade policies, and

financial pressures in food supply chain (Aday and Aday, 2020).

Price

Affordableseating.net (n.d) explained that pricing is an important tool for

generating revenue and thereby ensuring the financial security and success of company.

In restaurants industry, the art of pricing food begins with understanding the science of

food cost. In other words, 32% of the revenue in which restaurants earn spent on food,

beverages, condiments, and supplies. They also sell their service, food, camaraderie, and
 20

their brand making menu. Menu is the ambassador that represent the service provide by

the restaurants. Casual dining uses menu for the customers to choose the food that they

want to eat with a full service provided by the owners and employees.

Webstrauntstore.com (2019) described menu pricing as the engine behind the

company’s success. The food cost percentage is the portion of sales spent on food. The

average food cost percentage for most restaurants in the range of 25-35%. It is a casual

dining restaurants that provided the menu wherein commonly see the different types of

foods with specific prices.

As reported by LaMarco (2019), restaurants tend to have a small profit margin.

Because of that, it is important that restaurants explore as many food pricing strategies as

it can and to choose the most effective strategies. Basically, the restaurant owner

accounts for all of the costs that go into a plate of food, including the fixed costs, such as

the wages that are paid to the cooks and wait staff, the rent, and the utility bills. All of

these distributed among the various offerings that the restaurant makes to its customers.

Once the cost of a plate of food is reliably determined, the profit margin added on the

value of the product, based on what the restaurant considers a reasonable profit.

On the basis of Chron (2020), people visit a fast-food restaurant at least once in

their lives. Fast-food restaurants utilize many different pricing tactics, but the most

common strategies include value pricing, penetration pricing, customary pricing and

bundle pricing. It occurs when a company increases a product’s benefits while either

maintaining or decreasing the price. Value pricing is a strategy which sets prices
 21

primarily, but not exclusively, according to the perceived or estimated value of service. In

additional customer can get significantly more of an item for a fraction more of the cost.

Moreover based on Spacey (2018), the value pricing is the practice of setting

prices that based on estimate of how valuable a good is to customers. This ignores the

prices of the competitors and the cost of the product but only focuses on what the

customers is willing to pay based on their needs, preferences and perceptions. Penetration

pricing appeals to a broader audience and increase market share. Fast-food restaurants

often utilize penetration pricing when introducing a new menu item.

Kenton (2020) said penetration pricing is a marketing strategy used by the

businesses to attract customers to a new product or service that offer by the businesses in

a lower price during its initial offering. Restaurant may set the initial sales price of new

item at 99 cents. Customary pricing established by tradition or competition, and fast food

restaurants employ customary pricing on a regular basis.

Monash.edu (2018) mentioned that customary pricing is one of the method used

of the restaurants to determine the price for a product or service based. It is used for a

product with a relatively long market history of being sold for a particular amount.

Bundle pricing is the act of marketing and selling two or more products as a package with

the intent of saving the customer money. Fast-food restaurants engage in bundle pricing

quite frequently. They may call it a value meal or a meal deal.

Based on Krunic (2019), bundle pricing is a pricing strategy in which a company

or businesses combines a several products and then into a single price instead of charging
 22

separate prices for each of product. The best pricing tactics for the casual dining

restaurants is the Bundle pricing. Casual dining is a full of services that give of

restaurants to customers which are applicable to use the bundle pricing. In this tactics the

customers are receive the full service and also the full package of the foods with less of

expenses. In mid-scales entrees the applicable pricing tactics is the value pricing. The

price needed to pay depends to the value of the foods and services that choices by the

customers.

There are some timeless complaints in the restaurant industry one of the common

complains of customers by the restaurants is the expensive price. When the customers

complain about pricing they are typically lack of nuanced understanding of all the costs

that go into an operation. They are really pointing out that they don’t see a good value

proposition. In addition, when customers complain about the pricing is to be transparent

about the reason of menu is priced as it is, emphasizing the value of restaurants

product/service offer. It is not some arbitrary attempt at a cash grab. Build into that price

are not only food costs, but also labor costs, rent, taxes, insurance, maintenance and

during this time of pandemic to ensure following the safety protocols are also caused to

increase the price of product/service offered by the restaurants (Deutsch, 2020).

Thompson (2020) said that during the Covid-19 pandemic, the restaurants want to

and must make a profit to survive. On the other hand, usually want to buy products and

services as cost-effectively as possible. Businesses can never be completely sure how

customers will react to a price increase.

 23

Simpleminded.life (2019) stated that price is almost always the most important

consideration when the customers are making purchase. An item may need to fall within

a certain budget and sometimes customers are just rather not spend the money

particularly during this time of pandemic.

According to Lorenciana (2018), while consumers have been complaining about

the rising prices, retailers are likewise feeling the pinch. In a phone interview with

Philippine Franchise Association President Richard Sanz, he said that retailers are

adjusting to rising costs of raw materials. He added that some establishments increase the

selling prices of their products due to the increasing prices of raw materials like rice and

sugar to compensate for shrinking profit margins.

Sanz, as cited in Lorenciana (2018) also pointed out that some establishment are

absorbing the higher prices of raw materials because increasing their selling prices might

decrease their sales volume further.

The price set for the product/service offered by the restaurants has a very

significant effect on how the consumer behaves that possible to complain. The price set is

significantly higher than expected the response can be disappointing. In either case a

change in price could produce unexpected results when it comes to consumer buying

behavior. In deciding to raise the price by the restaurants into the existing product/service

it should be to understand on how it could affect the consumer behavior. If the customers

have the choice to get the same product and service from competitors at a lower price, it

could lose the customer permanently (Balle, 2019).

 24

Indirect.goc.uk (n.d) said that during the Covid-19 pandemic many customers will

want to make sure that they are informed of their legal rights in relation to the price of

products and services. Consumer line has received information about businesses

behaving unfairly by charging unjustifiably high prices. Current legislation does not

tackle circumstances where a business increases the price of products and service

unreasonably. The competition and markets authority wants to make sure that businesses

do not exploit the current health emergency to take advantage of customers.

Place

Choosing a business location is one of the most important aspects of starting a

small business. The small retail or restaurants operation, finding the right location means

everything. It can dictate foot traffic, business atmosphere and long-term success for your

small business. Finding the right location means understanding the right qualities to look

for in a potential space (Matt, 2020).

Tan, Ching-Yick Tse & Wong (as cited in Amofah, 2015) cited that a place is

where an organization selects to locate its product or service so that its target consumers

can easily get access to it. In the restaurant industry, one would often hear the expression

of “location, location, location” which is key to the organization success. Convenience of

location plays very important role on customer choice regarding restaurant services.

A distribution channel (or place) has been defined by Kotler & Keller (as cited in

Amofah, 2015) as the set of organizations’ activities involve transfer of goods or services

to the final consumer.

 25

Kotler & Armstrong (as cited in Amofah, 2015) posited that distribution systems

are basically series of activities to move products from the provider to the consumer

which is in consistent with. In restaurant industry, there exist food brokers or agent who

find customers and create demand for a product offered by the restaurant operator.

Distribution channel can be categorized into two in the restaurant industry; direct and

indirect. With the direct producer or cook the one who offers the meal to the customer

without any waiter/waiteress. However in the case of the indirect distribution there are

intermediaries who assist in getting the meal to the customer. They may include

waiter/waiteress and messenger.

Geographical concentration of population leads to a larger number of restaurants

and the probability of having particular restaurants increases in population and population

density, with rarest commonly found in city location areas. Furthermore, there is a strong

hierarchical model to the varied distribution between cities, in which specific restaurants

available may predicted by the total (Schiff, 2014).

According to Mealey (2018), a good restaurant location is harder to find than

some people think. The cuisine and service are vital factors in a restaurant's success, but

the location, especially in the early years, can be just as significant. Making restaurant (or

restaurant sign) visible to the general public is similar to getting free publicity. It serves

as a reminder that the business exists and that they should come in for supper at some

point. When looking for a restaurant location, consider who else is doing business in the

neighbourhood. Many restaurants off the usual path are highly successful.
 26

Restaurant owners, consultants and critics had a lot of time discussing how to

choose the best restaurant location. Its success or failure is largely determined by its

location. Great establishments have been known to close due to poor restaurant service.

The interior of a market or the back of a building can make it difficult to locate the

restaurant, making the location a poor choice.

Local officials are simultaneously responsible for distributing support to small

businesses and citizens in a fair and transparent manner, as well as coordinating with

national and other local governments, the private sector, and even international

organizations to receive, track, and distribute medical equipment and other supplies.

Additionally, many local governments are acting quickly to ramp up health service

provision, revise fiscal policies and implement new public safety regulations. Local

governments have always served as democratic test beds, and many see chances for

innovation, collaboration, and exchange as they respond to the unique challenges posed

by the COVID-19 pandemic (Beerman, 2020).

Small businesses have been dealing with the repercussions of the COVID-19

outbreak for the past month. It's critical to be upfront and communicate with customers

ahead of time during difficult situations. Establishing a plan and remaining calm is

critical from the start. Customers need to know that restaurants in control of the problem

and willing to assist them (Johnson, 2020).

Cdc.gov (n.d) pointed out to follow standard practices and appropriate regulations

specific to the type of facility for minimum standards for cleaning and disinfection.
 27

Furthermore, this recommendation solely applies to cleaning and disinfection practices to

prevent the transmission of the COVID-19 virus. Keep in mind the availability of

cleaning products and the personal protective equipment (PPE) appropriate for the

cleaners and disinfectants used (as recommended on the product label).

According to Insights (2020), despite the fact that the epidemic is still in its early

stages, we've already witnessed a significant shift in how consumers obtain food and how

local restaurants and foodservice suppliers respond. It’s no secret that the foodservice

industry and hospitality industry as a whole has been heavily impacted by the

containment measures imposed by governments. Many restaurateurs, on the other hand,

have been quick to alter their business models to provide more flexible, pandemic-

friendly dining options to their consumers. This has resulted in an increase in the number

of take-out and delivery alternatives available, not only from quick service or fast-casual

restaurants, but also from higher-end establishments.

Food delivery is on the rise, owing to consumer need for variety, comfort, and

indulgence, as well as health and safety concerns related to COVID-19.Despite the fact

that numerous restaurants throughout the world have closed their doors owing to COVID-

19, others have just closed their sit-down service, keeping open to provide takeaway and

delivery services to clients. Offering delivery can help restaurants mitigate costs during

this period of disruption and also ease the return to normal working conditions once

COVID-19 is no longer a threat.

 28

Distributors who are struggling during the crisis may look to the previous

recessions for guidance, but the current scenario is different in many ways and the stakes

are much higher. For people and businesses of all kinds, the COVID-19 pandemic has

made life immensely more difficult. Despite the efforts of governments, business,

scientists, and healthcare professionals, some large markets are still blocked in part, many

supply chains are experiencing substantial disruptions, and most industries are seeing

continuing low demand. The majority of distributors seeing significant drops in demand

are in the industries that have been severely hurt by physical distancing and government-

recommended isolation requirements.

According to Wu (2020), as restaurants prepare to reopen, it's evident that the

eating experience in the aftermath of the epidemic will be very different. The 30-seat

neighbourhood joint's intimate, cheek-to-cheek conviviality may be a pleasant memory

rather than a reality, if it is one of the lucky ones that reopens. Larger chain restaurants

with larger footprints may have more options, with corporate support and more physical

space to distance themselves, but they will not be immune to the sales slump, which is

expected to be between 12 and 17 percent this year.

Promotion

As stated by Schlissel (2015), promotion strategy as the better marketer in the

sample emphasizes heavier advertising and more personal selling effort than the

competition. Nevertheless, promotion is a major problem for all sample members, in part

because of consumer perceptions of high risk in the purchase of services. Due to the
 29

Covid-19 pandemic, the customers are focused on the internet, which are good

opportunities to advertise and promote the product and service offered by the restaurants.

Customers are limited to go outside like the employees work from home, students are in a

modular and online class and 18 years old below are not allowed to go outside due to the

Covid-19 pandemic. Now, the restaurants are decided to adopt and develop their

promotion to continuously operate their business in the time of pandemic. The focus of

the customers inside their home is on the computers and phones. These are good

opportunities to promote the restaurants using the social media and keep consumers

informed about the delivery and take-outs that the restaurants offer. The billboards that

are commonly seen into the highways for the travelers are not the best promotion

strategies during the pandemic. Instead, focus on social media and email campaigns to

reach consumers at home (Frangos, 2020).

Today , the customers are spending a majority of their time on social media. Lots

of businesses create social media profile that matters on the three social media platforms

which are Facebook, Instagram and Twitter. 49% of the customers search on Facebook to

find restaurants, Instagram, on the other hand, is the number one social media app for

engagement with restaurants brands and the Twitter users have the highest engagement

with restaurants. In this case when completing the information about the restaurants on

social media accounts, make sure it completed the details which includes the profile of

the restaurants, location, business hours, phone number, and link to the websites

(Henderson, 2018).
 30

Thedigitalrestaurant.com (2021) emphasized that the past year during covid-19

pandemic showed how effective email could be. All the marketing efforts should be

evaluated by the returned on investment (ROI). It should be included the investment of

time and money and what the business get from it.

In accordance with Pradhan (2018), restaurants use promotion as it is very

significant element in marketing activities. It is used by the restaurants to attract the

target customers to choose their products and service offer by the restaurants that the

others. Promotion is a comprehensive terms, and covers the entire gamut of advertising,

publicity, public relations, personal selling and sales promotion. In the present

competitive world if any business organization has to survive, it needs to keep an eye on

various forces operating in the market. More over competitors constantly try to win over

others. In this scenario, every business organization needs to monitor the changes taking

place in the market so that competitors do not catch them. In early 2020, the Covid-19

pandemic forced restaurants to shut down their dine-in service and focus on takeout and

delivery promotion to maintain the customer loyalty. Restaurants create website that

clearly list the directions and post the menu online that restaurants provided.

Distribution channels should strive to increase visits to the restaurants

establishment. Employing various market strategies that help to build and maintain good

reputation in the community. This often involves by creating and experimenting with a

different distribution channels. In the restaurants industry, distribution channels typically

start with the food supplier. This is where the restaurants purchase the products and other

supplier that use in the operation of the business. After that is advertising, it is the
 31

restaurants key for creating a good distribution channel. Print, radio and television

advertisements attract new customers. In the digital age, taking advantage of the internet

and social media increase the awareness and encourage the customers to visit the

restaurants. Create websites for the restaurants that feature the menu, nutritional

information and specials or promotion (Higuera, n.d).

According to Huskey (2021), in the midst of the COVID-19 pandemic, a growing

number of restaurateurs around the country are finding themselves in difficult situations,

working harder than ever to keep their hometowns from losing what makes them so

wonderful to so many people. Restaurants that have reopened now face limited capacity

and other challenges that could make it difficult for them to make a profit. Many

restaurateurs are drastically reducing their marketing budgets, but being active on social

media is a cost-effective method to reach out to customers. With so many individuals

secluded at home, restaurants will need to use social media to communicate with

potential customers even more. Quality posts on Facebook and Instagram will help

maintain positive relations between restaurants and their audiences, and the importance of

a good reputation is not to be underestimated. Many diners still want restaurants’food,

they just need assurance that restaurants are taking the proper precautions to keep their

customers out of harm’s way.

Social media marketing pertains to the attempt to utilize social media to convince

consumers that ones’ products, company, and services are worthwhile (Ward, as cited in

Francisco, 2016). Social media can be used to improve businesses through the following:

increased brand recognition, enhanced brand loyalty, more opportunities to convert (to
 32

lead web visitors to take action or even into paying customers), and increased conversion

rates (DeMers, as cited in Francisco, 2016).

There is also a great potential for social media marketing to help boost sales.

Once visibility is enhanced, and as content gets syndicated through various social media

channels, the organization and its products/services become more accessible to

customers. Some of the most widely used social media channels include Facebook,

Twitter, Instagram, among others (Francisco, 2016).

According to Francisco (2016), one of the most frequently used social media

networks today is Facebook. On a survey by TNS, a market research firm commissioned

by Facebook, in Southeast Asia, specifically in Thailand, Philippines, Singapore,

Vietnam, and Malaysia, those surveyed claimed Facebook usage during holidays, while

commuting and while waiting in line. They emphasized using Facebook while they are at

internet cafes, at work, and in bed among others. 58% first learned about the latest news

on Facebook while 52% found out for the first time about new products (Facebook IQ, as

cited in Francisco, 2016).

As believed by Frangos (2020) in the last month or two, the COVID-19 outbreak

and the associated government restrictions have had a significant detrimental impact on

the restaurant industry. Several restaurants have permanently closed or declared

bankruptcy. Inform them about the business hours, special deals, and delivery or

takeaway alternatives. Because more restaurants are offering specials than ever before,

it's critical to market them so they can compete. Make sure the connecting with customers
 33

on the channels they prefer. Because most people are at home during pandemic,

advertising choices such as billboards are not ideal. Instead, target people at home using

social media and email advertising.

Hale (2021) stressed that from staffing to menus to cleaning practices, the

COVID-19 pandemic has wreaked havoc on the restaurant industry. Restaurant owners

are also fine-tuning and retooling their marketing tactics, because restaurant marketing is

more important than ever. Restaurateurs across the country are increasingly marketing

mostly online. Customers will remember restaurant to keep them connected digitally

through marketing channels including social media, email marketing, your website, and

paid online ads.

According to the 2019 Restaurant Success Report, 67% of restaurants pay for

social media ads, 53% pay for community, event or charity sponsorship, 42% pay for

Google or search engine advertising and 32% pay for advertising in newspapers or

magazines

Based on Hayes (2021), the restaurant promotion does not change even before

pandemic in terms of their promotional activities. The promotional budget usually

includes money put toward advertising across mediums such as radio, television, internet,

and print. The promotional budget might also go towards hiring outside experts and

consultants who develop the campaigns and place ads in the appropriate media and

locations. If the restaurant knows the proper budgeting for their promotion, they will not

encounter any problem particularly during this time of crisis.

 34

Process

According to Gronroas (2000), in service, the customers participate in the

production process and therefore influence the flow and outcome of the process.

Following the development of modular production and mass customization of goods and

of customer influence on the design and manufacturing of physical products in various

stages of the production process, the criticism of the uniqueness of service has grown

louder.

Essaysauce.com (2020) cited that the process of flow in restaurants starts when

the customers enter the restaurant. Receptionists are waiting to the entrance to get the

personal information of the customers. Afterwards, customers are directed to the waiting

area while the employees are preparing table and when the table are already prepared the

receptionist are directs the customers to their provided table. Once the customers are

seated, the servers give the menu to the customers to review and wait for the waiter for

the placement of the order. If the customers are already confirmed their order the waiter

places the order to the order board. Chef takes the orders of the customers and reviews it,

if there is no other clarification the chef proceeds to cooking the food. After cooking the

food, the chef prepares the food and places it on the designated area and rings the bell to

call the attention of the waiter. The waiters are the one who pick the foods and deliver to

the table of customers and subsequently ask for the check. After a certain period if the

customers are no concerns to the service and foods that provided by the restaurants, the

customer pays the bill and leave the restaurants.

 35

Coverwallet.com (n.d) said that the food being enjoyed by the customers at

restaurants all around the world goes through a tedious process of transportation, storage

and handling to move from plant to plate. This process creates many opportunities for the

bacteria to infiltrate and contaminate food products, which ruins the safety of the food.

There are some accidentally serve contaminated food that are putting customers at the

risk of foodborne illness and disease. This accident can lead to severe damage to

restaurants reputation and image, which negatively impact the restaurants sales. There are

three major areas focus that restaurants must prioritize to assure high food safety for

customers. Temperature is one of the most vital elements of food safety. Foods such as

meat, poultry, fish and produce have strict. The restaurants should take strong food safety

precautions when it comes to the refrigeration of perishable foods. The second is

sanitation, the bacteria can easily spread from hand to ingredients of the foods. This can

occur while receiving a shipment and moving it to the refrigerator or while preparing the

meal into the kitchen and several of the employees may touch an ingredient before it is

served to the customers. In this situation proper sanitation is important to the food

preparing for their health and for the success of the restaurants. Lastly, proper inspection

and handling techniques must be set up at each point of the supply chain to encourage

strong safety. The restaurants operates should be encouraged to partner with trusted food

service distributors and manufacturers that have credible reputations in the industry.

Thompson (2019) said that everyone working in the food service industry that

deals with the customers will have to deal with complaints and some point in their career.

Whether the employees behind the counter, wait on tables, cook the food or manage a
 36

large establishment, the occasional customer complaint is bound to arise. The employees

need to focus completely the attention on unhappy customers and allow them to express

complaints without any interruption. Apologize to customer for the complaints empathize

in the situation and assure to act immediately to address the complaint. Ask the customer

on what are need to do to resolve the problem and offer any remediation within

authorization. Make an extra effort to mend the situation again, within authorization.

With the permission, offer some discount off that day’s meal or a certificate for a future

meal at the restaurant and free dessert are can also help to remedy a customer complaint.

The most important is to learn from that situation. The customer complaints often identify

specific service or process issues that need improvement. Implement changes as

appropriate to prevent the problem situation and make sure that all employees working in

the restaurants are trained and aware on how to handle customer complaints.

Akroush, Preko & Gameti, as cited in Amofah (2015), process has been

introduced in a relatively briefly and quickly fashion in various literatures although it has

had a very important influence on purchasing in the service industry. They examined

service process as a series of interrelated model for a successful service delivery at a

maximum convenient. All of these explanations focus on the service delivery approach

that maximizes customer experience. The importance of process in restaurant marketing

strategy depends on the concept of value chain. Basically, the value chain emphasizes all

the interdependent activities involved in the creating value for customers. They also said

that processes may be of little concern to customers of manufactured products; however,

they are of great concern to services.

 37

Restaurantsbusinessonline.com (2021) emphasized that the Covid-19 pandemic

brought many unprecedented changes for the restaurants industry. That’s why they are

scrambling to adapt to constantly changing regulation, safety guidelines and occupancy

the limitation of the operation by the restaurants. From dining room closures to a boom in

take-out and delivery orders, one of the biggest changes that the pandemic brought on

was the proliferation of takeout and delivery service.

According to Jones (2020), the impact of the Covid-19 pandemic became clear.

Restaurants and other food industry were the first target for closure. But with the stay-at-

home orders expiring in many states and economies across around the world at the

beginning the early stages of reopening, restaurants are also have begun the process of

restarting dine-in operations. To keeping disease prevention in the mind of the employees

and customers the establishment are getting creative with the use of barriers, props and

other objects to enforce social distancing and make their dinning spaces seem more

lively.

Consumers may have a lot of pent-up demand in dine-in restaurants, but they are

not abandoning their COVID eating habits. The consumers have also embraced the rule

and regulation such as the safety protocols in the operation of restaurant during

pandemic. The customers are all widely accepted with 36% of customers saying they

hope these regulations will continue after the pandemic (Cobe, 2021).

Based on Chegini (2020), most of the customers want to feel special and valued

when they are entering the restaurants. The staff should be pleasant, understanding and
 38

happy to help and give services to their customers. The customers who feel empowered

are much more likely to return. Collecting reviews and feedback will give some of ideas

on how to improve the services that give of restaurant to their customers. The 1st

Financial Training Service found that 96% of unhappy customers don’t complain and

91% simply leave and never come back to restaurants. Giving the unhappy experience in

customers is possibly to complain, and acknowledging their grievances, may stop from

losing vital business.

Based on Mealey (2019), one of the most important parts of giving great

customers service is to know how to deal effectively with customers complaints. No

matter the reason for the complaints, the restaurants owners and employees goal should

be to send their customer’s home that knowing their comments are giving value by the

restaurants.

People

Restaurants have several categories of personnel. These are the managers, cooks,

servers, bus persons, dishwashers, guard and maintenance. They have specific function

and contribute to the operation of the restaurants. The manager is the most important

employee of restaurants. They are responsible to supervise personnel in the kitchen,

service area, hospitability entrance, lounge and restroom and who can also make

customers feel welcome and comfortable. Chefs are the star attraction in the restaurants.

They create their own culinary masterpieces to serve and some have been known to make

or break the success of restaurants. Cooks, the one who responsible to cook and make
 39

presentable and attractive with good taste the food order by customers in the right time.

Dishwashers keep clean dishes available in restaurants. Serving employees is just as

important as finding the right manager. The server s the person with whom the client will

interact the most. Responsible service makes a favorable impression to keep customers

coming back. Bus persons are the ones responsible for setting up and clearing tables and

filling water glasses after customers are seated. Guards are responsible to secure the

security of the restaurants from the employees to customers. Lastly, maintenance,

maintain the cleanliness of the restaurants surrounding. Employees have different

functions and contributions to the operation of the restaurants (Barnes & Noble, 2016).

Jobdescriptionandresumeexamples.com (2011) pointed out that one of the

essential elements of the marketing mix is people. This includes everyone who is

involved in the product or service weather directly or indirectly. These people have own

roles to play in the production, marketing, distribution, and delivery of the product and

services to the customers especially in the food industry such as restaurants. The person

who in charge in the production is the production manager that perform duties for the

food production, develop the menu items and recipes for a variety of food products.

Marketing director or manager and marketing executives are responsible for

functions such as advertising and publication (Linton, 2019). Msourceideas.com (2021)

stated that the function of distributor is to break bulk and be an intermediary between

food producers and food operators. They break down the large volumes of products from

producers into the smaller quantities that an operator can use such as food establishment.

Lastly is the delivery riders who are responsible to give care and protect the food order
 40

from the restaurants to customers without any damages happen in the orders. During the

pandemic, the customers are limited to dine-in to prevent catch the virus from the outside.

In addition, one of the activities offered by the restaurants is to order online and

personally deliver by the hired people. Overall, it understood that people definitely have

impact on the customer’s experience (Acutt, n.d).

As mentioned by Friesner (2014), people in marketing mix are the most important

element of any service industry. Services tend to be produce and consumed at the same

moment, and aspects of the customer experience altered to meet the individual needs of

the person consuming it. People have an important role in service delivery. It relied upon

to deliver and maintain transaction marketing and people play an important part in the

customer relationship.

CCOHS.com (2021) explained the risk of contracting Covid-19 increase in the

situation where the people or employees are working in closed space with poor

ventilation, crowded places and around people from other households. During the

pandemic, some of the restaurants decided to reduce and only limited employees are

allowed to follow the safety protocol and also maintain the social distancing in work

place and ensure the safety of people around the restaurant. The Covid-19 transmission

during these activities depends on the settings and numbers of employees and

effectiveness of health and safety measures put in place.

According to Cromwell, et al. (2020), the employers in restaurant are facing

extreme challenges, such as the reduced need for staffing, temporary location closures,
 41

and protecting employees from the spread of Covid-19 in the workplace. As state and

local governments continue to pass orders mandating the temporary closure of certain

non-essential businesses, employers in the restaurant may find themselves with severely

decreased staffing needs.

Based on Lamarco (2018), customer service in a restaurant is simply the advice

and assistance that provided by the restaurant to customers. It is a combination of

communicating with customers and also giving them undivided attention. In addition, no

matter how tasty offer in the menu of the restaurant, customers would not come back if

they have bad experience with the restaurant customer service. For this reason, training

employees to offer a good customer service can help to drive sales of restaurants, hire the

person who love to serve to give a better customer service and after that train them on

how to serve customers properly (Marley, 2019).

Most product and service industry rely on enthusiastic, passionate employees to

represent the business and its ideologies on the employees job. The managers or owners

of the restaurants are have a power to influence and change the attitude and behavior of

their employees. Perhaps the restaurants conducted recent layoffs that have corroded

existing employee’s moral, or are dealing with the stress of managing a restaurant that

might not be performing as well as restaurants want. Encourage through recognition

could be one way of altering employee behavior. The employees may feel undervalued or

underappreciated, particularly if they are not making as much in tips or are assigned to

shorter shifts that they are like (Vogt, 2021).

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Most of the restaurants put dress code policies in place to create a standard of

dress for their employees. In the food industry, dress codes are essential part of

restaurants branding, food safety, and workplace hygiene. By providing a clear dress

code policy, the employees are helping to understand that restaurants expectations and

avoid any potential missteps when choosing their work attire. The restaurants dress codes

offer several benefits for their employers and staff members. Most importantly, a dress

code helps the employees to choose the appropriate work attire (Webstaurants.com

2021).

Mask, hand sanitizer and frequent hand washing help protect delivery drivers as

they make the rounds during the pandemic. Despite a patchwork of restaurants reopening

across the country, diners continue to rely on take-out and delivery options from their

favorite concepts. To keep up with the influx of off-prem orders, restaurants have had to

overhaul their delivery procedures to optimize fulfilment, comply with local health

guidelines, and to continuously operate their business in pandemic (Restaurant.org 2020).

Based on Smith (2020), the Equal Employment Opportunity Commission (EEOC)

gave employers the green light to take employees temperatures to try and ward off the

spread of the cobid-19 in guidance from earlier this year. In general, measuring an

employee’s body temperature is a medical examination.

Restaurateurs operating during this pandemic face multiple challenges, but few

are more important than what they do when an employee tests in positive for the

coronavirus. Make sure that the employees in the restaurants know that they should not
 43

come to work if they are sick and should notify their manager or other designated Covid-

19 point of contact. If the employees become sick while at working hours with the Covid-

19 symptoms, tests positive for covid-19 or has been exposed to someone with Covid-19

symptoms such as the fever, headache, sore throat, cough, shortness of breath. The

employees should notify his or her supervisor or their designated covid-19 point of

contact. The restaurants need to immediately separate employees who have covid-19

symptoms. Sick individuals should go home or to a health-care facility, depending on

how severe their symptoms are, and follow CDC guidance for caring for oneself and

others who are sick. Employees should not return to work until they meet the criteria in

consultation with their health care provider to discontinue home isolation

(Restaurants.org (2020).

Physical Evidence

Physical evidence is the environment in which a service is provided, where the

company or business and the customer interact with any tangible products that facilitate

the performance or communication of the service. It can assist in creating the

environment in which a service is bought or performed and can help shape customer

perceptions of a service. The absence of physical evidence is likely to create doubts and

suspicion in the minds of customers. The nature of business, the mode of operations, the

target market, the positioning strategies and the marketing objectives should be the inputs

for developing physical evidence strategy (Rathod, n.d.).

 44

Officialgazette.gov.ph (2020) said that businesses provide foot baths or foot mats

with disinfectant at the entrance of the establishment. After the foot bath customers are

need to fill-up the contact tracing form that including the information about the

personnel’s. This form is provided by the owners of the establishment to comply with the

relevant provisions of the Data Privacy Act of 2012. After filling-up the contact tracing,

the employees of the business are responsible to check the temperature of every customer

using the thermal scanning to prior to entry. The person with a temperature higher than

37.5 degree celsius shall not be allowed entry. The symptomatic individuals shall be

referred to the nearest appropriate health facility as provided in the Interim Guidelines on

Health Care Provider Networks during the Covid-19 pandemic. Provision of

rubbing/sanitizers can be easily sprayed on the hands of personnel, suppliers and

customer prior to entry and regular interval of sanitation of hands of the customers,

clients and other personnel.

The protocols included visibility and accessibility of sanitizing equipment and

tools, provision of food menus per table, contactless order-taking, covering pieces of

fortunate made of porous materials with plastic for ease of sanitation, clean trash bins for

used papers and used tissues, clean washrooms and toilets with sufficient soap, water,

tissues and toilet paper and disinfections of high-risk areas, such as order and counters in

every 30 minutes. Under the general community quarantine (GCQ), restaurants and fast

food establishment could only cater to take-out and delivery service. Dine in operations

will be allowed at a 50% maximum capacity under the Modified GCQ where majority of

the provinces are now classified. The government said that if health indicators improved,
 45

Metro Manila and other areas could possible graduate into MGCQ and allow the

operations of many restaurants and fast-food establishment (Campos, 2020).

Akroush (as cited in Amofah, 2015) recognized that physical evidence constitutes

all the tangible elements that create a friendly atmosphere in the service environment.

This is often overlooked by most service organizations. There is greater uncertainty in

purchasing a service due to its intangibility, but uncertainty can be reduced when there

are tangible factors to tangible intangibility. The combination of physical evidence

includes maintenance of facilities and interior decoration, neat walls and ceilings, clean

floor space and signage, temperature in-kind to improve the customer experience.

Mahmood & Khan (quoted in Amofah, 2015) argued this physical environment

helps to differentiate a service provider from its competitors influence customer choice. It

concerns all the tangible metrics that support service delivery. It basically refers to the

physical environment where the service experience takes place.

The restaurants near the road are suffering from lacking of providing parking

areas for their customers. Some of the everyday parking problems are shortage of parking

spaces (Ibrahim, 2018).

Thevaletspot.com (2017) stressed that one of the aspects often overlooked by the

restaurants that rely on a steady flow of customers is parking. Parking space shortage can

cause a lot of problems of the restaurants business.

 46

According to Directo (2017), driving public is well aware of the hassles of finding

a parking space in the business such as the restaurants during the breakfast, lunch, dinner

and every dinner.

Haringery.gov.uk (2020) noted that the other restaurants ensure that customers

are given choices by ensuring to separate seating for the smokers to non-smokers. While

the other restaurants are already make their own non-smoking policies inside their

establishment but only for the outside space.

Nationalrestaurantsassociation.org (2020), pointed out that the Center for disease

control and prevention and the environmental protection agency have released

comprehensive guidelines outlining now to keep restaurants running safety. Cleaning

should be always come before sanitizing. It helps to clean and reduce the number of

microorganisms such as bacteria and germs. Cleaning and sanitizing of the restaurants are

done in multiple times per day of their operation.

Based on Architecturaldigert.com (2021), masked writers, tables spaced six feet

apart, Plexiglas barriers are some of the changes that customers might encounter entering

the restaurants during the “new normal” caused by pandemic. Disinfect surfaces are one

of the practices that need to be accomplished by the restaurants that’s why they are

decided to remove the traditional table top decoration such as, candles, lamps, flowers

and tablecloths and the other décor that would possible breeding of the virus.

Facchin, J. (2020) said that restaurant industry is facing a number of new

requirements for getting the personal information for the contact tracing and to keep their
 47

employees and customer safe. Personal information includes any information that

identify an individual. That means it included not only the name of person, but also the

contact information. Other requirement in the restaurant’s industry is to check the

temperature of every customer and employee entering the restaurants.

According to Gursoy and Chi (2020), allowing dine-in the restaurants industry to

reopen at a strict in the social distancing and other healthy guidelines is substantial

changes to their operation in the Covid-19 business environment in order to ensure

employees and customer’s health and safe.

Alpinesignstudio.com (2016) said the businesses such as restaurants are having

entrance and exit in their establishment. In entrance door it is for the customers,

employees and any other person who want to enter the restaurants. During pandemic, the

temperature and contact tracing is commonly seen in the entrance door of the

establishment that need to check and encode correct by the person entering the

restaurants for their safety. While the exit door is to avoid bottlenecks and let workers

and customers escape safely if there is an emergency like during this time of pandemic to

less closed contact.

According to Brunot, the menu of a restaurant uses reflects its type of food

service. Fast-food establishment uses a predictable menu, while fine-dining restaurants

typically change their offerings regularly and package them at set prices. Other eateries

have menu featuring combinations of individually priced dishes. Menus also promote

sales by focusing on children, special occasions, beverages and desserts. During the
 48

pandemic, the digital ordering and payment are one of the ways by the restaurant to

reduce closed contact the menu. Majority still use menu with proper cleaning and

sanitizing to reduce and prevent spread the virus.

Productivity
According to Harnisch (2008), productivity is a ratio between input and output at

a given quality level. It calculated for specific shifts, for individual jobs, departments, or

for a property as a whole. Productivity levels are measured for all factors of production,

including labor.

Customers want rapid and efficient service from fast food businesses, but not at

the expenses of quality. Employees in the fast food sector are required to sustain a high

pace of production under high stress conditions, such as during the pandemic.

Productivity in fast food restaurants suffers for a variety of reasons, and there is no one-

size-fits-all solution. There are few strategies that can be combined to discover the ideal

location for a specific crew. One technique is to incorporate restaurants employees and

ask each individual crew member for their thoughts and ideas on how to improve

efficiency and production. Encourage the employees to work together as a team. To

demonstrate devotion in a managerial job, pitch in on tiny chores. A team that respects

the leadership is more likely to put forth a good effort. Learn about hobbies’ likes and

dislikes, interact with the employees on a personal level. The third tip is to tinker with the

timetable; don’t overwork staff by scheduling too many of them for same shift. Finally,

fast food firms pay for the crew’s labor, well as their benefits, uniforms and other perks.
 49

Despite the risk, it has potential to boost financial productivity by reducing the number of

employees each shift. This can also assist assure a consistent pace of labor tempo rather

than having a restaurant full of workers without tasks. Reward and recognize the most

valuable employees. Employees that go above and beyond add to the restaurants

productivity immensely. Encourage this productivity boost by rewarding employees with

whatever the restaurants can afford whether it be a raise or a heartfelt compliment.

Distribute pet projects. If a job needs doing, package it as a special task for a trusted

employee. Make a list of all the little things that need to be done around the restaurants

and out pet projects, such as cleaning the bottom of the ice bin or hosing off the floor

mats that need to be done around the restaurant and out pet projects evenly. Hold

meetings on a regular basis. Keep the team on track by reviewing the work week on a

regular basis and noting what worked and what did not. Always offer solutions rather

than suggestions for improvement. Lastly is lighten the mood. A fast food restaurant is a

business, but taking fun completely out of the equation hurts morale, which in turn hurts

productivity (Ketchum, 2021).

Compliancesigns.com (2020) cited that the food production requires many levels

of control to ensure the safety. That includes the PPE (Pesonal Protective Equipment) for

the food workers that assign the production of foods. It is used and regulation by the

restaurants to their employees to keep them safety and also their customers with the help

of the food PPE. Personal Protective Equipment includes gloves, aprons, hairnet and also

the facemask.
 50

Findanaanswer.com (2021) stated that cleaning is to prevent the spread of the

bacteria and viruses. It can beat the spread of the germs by the regularly disinfecting.

There are so many reasons for cleaning the uses equipment in the production or preparing

food it is to ensure that all equipment is clean and safe.

Everythingwhat.com (2021) pointed out that it is important to clean the equipment

such as knives, wooden spoons, spatulas, tongs and other equipment used in the

production of restaurants. Cleaning and sanitizing is important to clean and help stop

bacteria spreading to food. Particularly to wash them thoroughly after using them because

they could spread bacteria to the food preparing.

Customers nowadays stay at home due to the Covid-19 outbreak. There has been

a surge in demand for food delivery service. Since the dine-in is no longer an option,

customers are turning to delivery to treat themselves during the days of social-distancing.

Majority of the restaurants industry switched to delivery service to stay afloat during the

pandemic (Prnewswire.com (2020).

According to Peňiarubia (2020), customers decide to stay at home and reduce

social interactions, food delivery becomes common. Some restaurants that previously did

not offer food delivery have begun to explore this business chance.

The restaurants slated to lunch product that already in production and driving trial

is essential to any successful innovation. The restaurants industry is also struggling in the

time of Covid-19 pandemic. However, fastfood, fast casual and other restaurants are

already export in presenting new lunch and innovate product and flavour (Portell and
 51

Thomas, 2020). In addition, Lightspeedhq.com (2020) said that the restaurants released

new product that offer to their customers during the covid-19 pandemic.

Suppliers are those who offer the raw materials to the businesses such as the

restaurants that match or exceed the needs of the businesses in their production. In the

suppliers of the raw materials that needed by the restaurants are deliver on time of the

production to avoid problem and difficult situation (M. infoentrepreneurs.org.,2009).

Coping Strategies

According to Lugtu (2020), coping involve addressing the problem by acting,

planning or thinking of ways to solve it. In every business there are always problem that

the owners didn’t know the kind of problem and when it comes. There a common

problem that the business already provided the action and plan on how to solve.

Moreover, there are also unexpected problem that no one know how to solve it. One of

the unexpected problems encountered by the business during the early of 2020 is the

Covid-19 pandemic that caused a large impact to the business operation. In this situation,

the owners coped to think carefully the action and plan on how to solve and faced the

problem encountered by the business. Coping, a basic process integral to adaptation and

survival, depicts how people detect, appraise, deal with, and learn from stressful

encounters. Businesses owners are one of the stressful persons during the covid-19 to find

the best way on and how to deal with and survive their business in the time of pandemic.

Coping are the needed of business during the pandemic. It is to adapt the new normal of

the business operation and how to deal and manage the problem faces to survive with
 52

lesson and learn from that stressful situation that use in the future (Zimmer-Gembeck

&Skinner, 2016).

As stated by Denovsek, Ortqvist & Wincent (2010), restaurants analyzed the

effectiveness of coping strategies that use in the daily works related in the problem faced

by the restaurants. It is the process of expending efforts to solve the problem and

reducing stress induced by unpleasant and stressful situations especially during the

pandemic

According to Denovsek (2010), coping is a process of solving problem that

encounter by the owners of restaurants that induced by unpleasant and stress situation

during the covid-19 pandemic. In addition, Denovsek said that to increase the self-

knowledge, they need to start subsequent ventures and facilitate learning from failures or

problems that encounter by the owners. It is also used to become strength of the

restaurants operation.

Based on Lanz and Szymuski (n.d), some of the restaurants did not offer other

services to their customers only take-out and delivery to become one of their sources of

income during pandemic. The restaurants that previously did not have a take-out and

delivery option before pandemic have accepted the challenges and set out to change their

concepts with entirely new experience.

FDA is sharing information about the best practices to operate business such as

restaurants in the delivery service to ensure the safety of customers and the delivery

employees. This addresses key considerations for how foods offered to the customers can
 53

be safety handled and delivered, as well as key best practices for employee health,

cleaning and sanitizing, and the PPE (Personal Protective Equipment) (Fda.gov (n.d).

Social distancing is a tested measure for workplace to help combat coronavirus

disease. The restaurants need to make sure that their customers are kept two meters apart

throughout the premises. To accomplish this, the restaurants need to follow health and

safety signs in their workplace. The restaurants are recommended to put one sticker every

1-2 meter apart of the location as per the official guidelines. Lastly, in every business

such as restaurants, needs to complete a Covid-19 risk assessment and display one of

these posters to let customers and employees known that they are sure from the virus

(Instantprint.co.uk, 2021).

During the pandemic, changes are difficult to understand and adjust to the

businesses unexpected situation. Changes and adopting can be difficult because it can

challenge how the restaurants and other businesses think the new marketing that they can

use during pandemic and how the business ensure that new strategies work to survive

their operation this pandemic (Mindtools.com, (2021).

According to Lopez (2020), the restaurants are allowed to stay open longer and

can accept dine-in customers on July 21, 2020 base on the new released by the

department of trade and industry (DTI). The food establishment are allowed to operate

until 11 p.m. in areas under the GCQ (General Community Quarantine) and MGCQ

(Modified General Community Quarantine). All restaurants and fast food business shall
 54

be allowed to operate until 11 p.m. Thus, LGUs are enjoined to adjust curfew hours up to

12 midnight.

Related Studies

The case study is to learn about the marketing methods used by some coffee shop

owners to keep their business growing during 5 years of operation. Target audience

includes five coffee shop owners from Arkansas who have effectively used marketing

tactics to keep their business growing during their 5 years in business. The conceptual

basis of the study was the 8Ps of Goldsmith's marketing mix. Semi-structured interview

and review of available advertising and company data web pages were used to collect

information. The content analysis method used for the analysis data, including identifiers

and subjects. The owners of successful cafes have been found actively participate in daily

business activities and in the community, provided that high end products, social media

used for marketing, promotion and branding, used competition pricing, providing

exceptional and personalized customer service, and earning points differentiated

marketing to promote their brand. The potential of this study to support welfare of

Arkansas citizens and coffee shop owners in the United States includes the ability

toprovides independent coffee shop owners with the marketing strategies they need to

support commercial activities, contributing to the creation of many new jobs and

sustainable regional economy (Adeleke, 2020).

As attested by Yang, Liu, & Chen (2020), the study aimed to evaluate the early

effects of the pandemic and stay-at-home orders on restaurants demand in U.S. There are
 55

two sets of daily restaurants demand data were collected for each U.S. the Food traffic

data and card transaction data. A two-way fixed effects panel data model was used to

estimate daily restaurants demand from February 1 to April 20, 2020. The findings of the

study show that 1% increase in daily new COVID-19 cases led to 0.0556% decrease in

daily restaurant demand, while stay-at-home orders were collectively associated with a

3.25% drop in demand. The extent of declines varied across countries, political ideology,

eat-in habits and restaurant diversity found to moderate the effects of the COVID-19

pandemic and stay-at-home orders. This study represents a pioneering attempt to

investigate the economic impact of COVID-19 pandemic and stay-at-home. These results

characterize the regional restaurant industry’s resilience to COVID-19 and identify

particularly vulnerable areas that may require public policies and managerial strategies

for intervention.

In line with Chowdhury, Sarkar, Paul, Moktadir (2020), the study explored the

impacts of the COVID-19 pandemic, as well as strategies for dealing with those impacts,

in the food and beverage industry in Bangladesh. The study used the qualitative,

multiple-case-study methodology, and collecting data from the 8 sample companies with

14 respondents in the food and beverage industry in Bangladesh. The findings showed

that the short term impact of the pandemic to the businesses is product expiry, shortage of

working capital, and limited operations of distributors. Medium to long term impact, the

various performance metrics, such as return on investment by the firms, the contribution

of the firms to the gross domestic product (GDP), and employee size are expectedly
 56

decrease. The study proposed several strategies that managers in this study adopt to

improve resiliency in the changing environment during and after the Covid-19.

The extended MM has advanced into one of the key concepts underpinning

advertising principle and method creation. The cappotential to conceptualize and

integrate the 8Ps (Product, Price, Place, Promotion, People, Process, Physical Evidence,

and Productivity) of advertising right into a cohesive Extended Marketing Mix (MM)

method necessitates the corporation cappotential to reply some of key questions on their

goal clients and the way the corporation is positioned to systematically fulfill their wants

and needs over time. While the bulk of the literature exploring the function of the

Extended MM has targeted on optimizing consumer price proposition, there stays proof

of systematic. Thana-advertising techniques withinside the industrial world: techniques

which have the particular rationale of covertly diminishing goal consumer price in 4 of

maximizing companies go back on investment. The Thana-Marketing Mix that is defined

as the systematic, covert, and worthwhile mistreatment of goal customers via deceptive

and misleading advertising practices. The paper proposes a new Thana-marketing mix to

describe how companies can potentially lose sight of their primary goal maximizing

customer value propositions (Wickham, 2009).

The study of Othman, Harun, De Almeida, & Sadq (2020) looked into the effects

of 8Ps marketing strategies (promotions, place, people, product, price, process, physical

evidence, marketing communication and after sale service) on customer satisfaction.

Sampling technique at 4 international airports in Malaysia was used to obtain data from

Umrah travelers who had used Umrah services at least once. The study collected a total
 57

of 384 usable questionnaires and analyzed using the partial least square. The result

indicated that the marketing mix has a significant positive effect on customer loyalty

through customer satisfaction both directly (dine-in) and indirectly (take-out and

delivery). In addition the study will be interest to the Umrah travel industry, for Malaysia

and all countries to understanding how marketing mix strategies are essential in

maintaining a long term relationship between the businesses to the customers.

The study of Chankuna (2018) aimed to analyze the service industry such as

fitness and restaurants business. It analyzed the business strategy based on the 8Ps

marketing mix strategy. The 8Ps marketing mix strategy was predominately associated

with Product/Service, Price, Place, Promotion, Process, Physical Evidence, People and

Productivity and Quality. The most effective in service industry is Product/Service. Most

predominate strategy on service is People.

As claimed by Kushawaha & Agrawal (2015), there was an effect of services

marketing mix elements on Indian customer for making the appropriate marketing mix

strategy in banking service industry. The study collected the data using online

questionnaire in 351 customers of bank users in India. This study used the confirmatory

factor analysis and structural equation model proposed in the research. The paper found

out that physical evidence, process, place, and people have a positive and significant

effect on customer. The study also suggested an appropriate services marketing mix

strategy for Indian customer. The result of the study analysis indicated that managing the

marketing mix dimensions of product, price and promotion is less importance except
 58

place than managing interactive marketing dimensions such as people, physical evidence,

and process.

Based on Raab, Mayer, Kim & Shoemaker (2009), the correct price for hospitality

products is a crucial management task that has a major influence on a firm's profitability.

In general, there has been a lack of academic interest in the area of pricing in services.

The restaurant industry typically establishes prices by marking up a variable cost

percentage and by intuition, or by trial-and-error methods. The study illustrated how

restaurant managers can use price-sensitivity measurement to assess their guests' price

sensitivity. The study used simple survey, restaurant managers can gain insights about

their menu pricing directly from their customers. This study collected data from Hong

Kong buffet restaurant using virtually technique in any restaurant setting. The results

revealed price ranges that represent real value for dinner buffet patrons.

Hanaysha (2016) examined the direct effect of restaurant’s location and price

fairness on brand equity in Malaysian market. The data of the study were collected from

the several customers of international fast food restaurants in East Coast Malaysia. The

total respondents of the study were 384 customers during different times of data

collection period. The study used the SPSS and analyzed using structural equation

modelling. The result of the study indicated that restaurants location has significant

positive effect on brand equity and its dimension namely, brand image, brand preference,

and brand leadership. In addition, the result suggested that restaurant’s location that is

visible and accessible to customers seems to be an important factor in determining

 59

business success. Therefore, the study urged policy makers in fast food restaurants to

consider restaurant location and price fairness when designing their branding strategies.

The study of Parsa, Self, Sydnor & Yoon (2011) analyzed organizational

mortality in the restaurant sector based on restaurant location, affiliation (presence/no

presence of multi-unit locations of restaurants in a given geographical area) and size.

The objectives of the study were to understand the organizational failure from population

ecology perspective and, specifically to identify the influences of location, competitive

density and organizational size on restaurants failure. The study indicated all three

variables the location, affiliation, and size significant influenced on restaurants' mortality.

Chain restaurants found to have significantly lower failure rates than independently

owned restaurants. The study indicated all three variables : the location, affiliation and

size significant influenced on restaurants' mortality. Chain restaurants found to have

significantly lower failure rates than independently owned restaurants. The data for

determining the impact of affiliation, location and size were obtained from the Cobb

Country Board of Health, Georgia, and USA. The information collected annually on

restaurants openings, closing, and other information wherein including the zip code, size

and more on. Firms in the dataset were restaurants located in Cobb Country, Georgia,

(1982-2007) that had gone through the formal and required process of obtaining business

permits and health inspections. Restaurants that are smaller in size had higher failure

rates than large sized restaurants. There is a significant effect of location, as measured by

U.S. postal zip codes, on restaurant failures.

 60

Waeraas, Bjorna & Moldenaes (2015) revealed that the main contribution to

analyze branding process is to expand the view of municipalities as places, taking the

debate on the branding of cities, regions and municipalities in a more nuanced direction.

One of the 429 Norwegian municipalities refused to disclose the e-mail of their chief

administrative officers, who, as a result, did not receive the questionnaire. All other

leaders the administrative staff received the questionnaire by e-mail. It was rendered by

171 respondents, including 140 administrative directors, 13 contact or information

officers and 18 other personnel such as project director, deputy general director, Senior

Advisor and Chief Policy Officer, resulting in a completion rate of 40%. The results of

the study showed that the point of view of the place brand was not enough to understand

the brand actual effort. Organizational branding is the most common strategy. However,

democracy brands were also present. Using logistic regression, they concluded that where

the brand argument nuanced by what they knew about the size of the city, the identity and

perceived influence of the media.

On the report of Saari (2015), the purpose of the study was to provide new

marketing to the business for the new product offered to the market. Based on the

findings of the study, marketing is still an effective way of delivering information and to

creating trust and loyalty that produce a good relationship between the customers. In

addition, online also provides information that spread faster to the customers. In early

2020, the Covid-19 pandemic forced restaurants to shut down their dine-in service and

focused on takeout and delivery promotion to maintain the customer loyalty.

 61

Sarah (2009) found out the best and appropriate promotion and communication

strategies in terms of variables and mediums. The research study employed cultural,

social, consumer behaviors and market information. The findings from the research

showed that 61% of the respondents motivated, by the presence of endorsers in

promotion and communication advertisements. In addition, the other promotion variables

included sales promotion and personal selling. It also showed that advertising with the

television and radio mediums were the most effective and efficient than the other

promotion variables, which included the sales promotion and personal selling.

As claimed by Niazi (2008), the internet potential to provide an efficient channel

for marketing communications is overwhelming. Many marketing researchers have

realized that this new medium would bring new opportunities for the marketing

communication process with its popularity as a medium to target consumers. Advertising

is quite popular and business on the internet, especially during pandemic and sales

promotion, has not caught up yet. The aim of the study was to provide better

understanding on the use of sales promotions for consumer products in an online

environment. In order to reach questions, a review of the literature was conducted,

resulting in a conceptual framework. The framework became the guide for this study’s

data collection. A qualitative approach was used in the study, consisting of two case

studies. The data were collected by interacting with specific websites. The findings of the

study indicated that firms use games as major type for online sales promotion of

consumer products. In addition, firms also used advertising games, contest and

sweepstakes for online sales promotion.

 62

Accordant with Yusuf, Muhammad & Yahaya (2020), the influence of physical

evidence in service marketing mix and how it reflects on it profitability and win the

market share among their competitors. The study also focused on how physical evidence

reflects on service quality and students satisfaction in Nigerian private universities. The

study chose the 20 universities as sample with stratified random sampling. The data

collected using the 500 questionnaire were given in every university of 25 questionnaires.

It disagreed with the null hypothesis that physical evidence is not associated with the

profitability of the private universities to satisfy the need and want of students. The

findings of the study also revealed that physical evidence had significant influence in

service marketing and service quality had significant influence on the customer’s

satisfactions.

The study of El-manstrly, Ali & Line (2021) proposed an integrative model that

investigated the role of coping strategies in the relationship between severe service

failures and online vindictive word of mouth (OVWOM) behavior. While the

mechanisms of online negative word of mouth (ONWOM) have been widely studied, the

underlying processes by which OVWOM develops remain unclear, specifically when it

comes to the use of OVWOM as a coping mechanism. Achieving a better understanding

of the mechanism by which OVWOM develops is important given its potential

significantly harm a firm’s image, loyalty and market share. The results of the study

showed that some of the restaurant’s customers confirmed the role of the psychological

and situational factors that result in OVWOM behavior as a strategy to cope with severe

service failures. Accordingly, the study provided an initial response to calls for research
 63

on the role of situational and personal factors that explain retaliation behavior in response

to severe service failures.

Synthesis

The study intended to find out the coping and marketing strategies of the

restaurants during the Covid-19 crisis and their effects on restaurants. The researchers

familiarized on three perspectives: the effects of Covid-19 pandemic in restaurant, the

marketing strategies and the coping strategies.

According to Lopez (2020), the IATF approved dine-in services in the part of

GCQ areas-DTI chief. Dine-in area partially resumed in restaurants located in areas under

general community quarantine (GCQ) on June 15. The Inter-Agency Task Force (IATF)

on emerging Infectious Diseases had approved the resumption of dine-in services in GCQ

area provided that only 30% of the restaurants capacity would be allowed inside. In

addition, other health protocol should be observed like frequent disinfection, wearing

face masks and social distancing.

Moreover, according to Ramos (2021), restaurants and other food establishments

in Metro Manila and several provinces placed under the General Community Quarantine

(GCQ) had limited operation that only take-out, delivery and outdoor dining only were

allowed, based on the Inter-Agency Task Force (IATF) for the Management of Emerging

Infectious Diseases.

Morgan, Whitler, & Chari (2018) mentioned that the marketing strategy is a

construct that lies at the conceptual heart of the field of strategic marketing and it is
 64

central to the practice of marketing. It is also the area within which many of the most

pressing current challenges are identified by marketers.

Based on Saif & Aimin (2016), marketing strategy represents a key element of

success for the businesses. Through this, implementation firms employ scarce resources

through marketing capabilities in order to attain the set goals and targets. Thus, according

to Denovsek (2010), coping is a process of solving problem encountered by the owners of

restaurants that induced by unpleasant and stress situation during the Covid-19 pandemic.

In addition, Denovsek said that to increase the self-knowledge, they need to start

subsequent ventures and facilitate learning from failures or problems that were

encountered by the owners. It was also used to become strength of the restaurants’

operation.

As the researchers had gathered several literatures, they also gathered lots of

studies. One of those is the study conducted by Adeleke (2020). Its focus was to learn

more about the marketing methods used by some coffee shop owners to keep their

business growing during 5 years of operation. Target audience includes five Arkansas

coffee shop owners who had effectively used marketing tactics to maintain their business

during the 5 years of operation. Research concept foundation is the 8P in Goldsmith's

marketing mix. Semi-structured interview and a review of the available advertising data

and the company websites were used to collect the information. Content analysis methods

were used to analyze data, including identifying codes and objects. Successful coffee

shop owners found out that to be actively involved in the business every day business

and community activities, offering premium products, using social media to marketing,
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promotion and branding, using competitive pricing, offering a special customer service

and personalization, and have marketing differentiators to promote their brands. The

potential of this study supported the well-being of Arkansas residents and coffee shop

owner’s stores in the United States including the ability to offer independent coffee shop

owners marketing strategies needed to support business operations and contribute to the

creation of new jobs and regional economic sustainability.

According to Wickham (2009), the extended MM has evolved to become one of

the fundamental concepts underpinning marketing theory and strategy development. The

ability to conceptualize and integrate the 8Ps (Product, Price, Place, Promotion, People,

Process, Physical Evidence, and Productivity) of marketing in an expanded marketing

mix (MM) requires businesses to answer a number of key questions about their target

consumers and how they were positioned to systematically meet their needs and wants

over time. While much of the material explored the role of an extended MM which

focused on optimizing the customer value proposition, systematic evidence remains.

Thana marketing strategies in the commercial world: strategy which specific purpose is to

secretly reduce the value of a target customer into four, maximizes a firm's return on

investment. The article sought to discover Thana Marketing Mix, defined as systematic,

covert and beneficial abuse of target customers with deceptive and misleading business

practices. The paper proposed an alternative Thana-marketing mix to explain how firms

can potentially lose their focus on maximizing customer value propositions.

Denovsek (2010) emphasized that coping is the process of expending efforts to

solve personal and interpersonal problems and reducing stress induced by unpleasant and
 66

stressful situations. He believed that the insights can help in training entrepreneurs in the

development of effective coping strategies that are context dependent.

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Conceptual Framework

The main objective of this research was to determine the marketing strategies for

the restaurants as shown in the figure below. The research paradigm presented here

consists of Input-Process-Output or IPO that was used as a basis in achieving the said

objective.

Background of restaurants in Sariaya, Quezon

Marketing strategies by the restaurants (8Ps - product, price, place,
promotion, people, process, physical evidence, productivity) during the
Input Covid-19 crisis
Coping mechanisms employed by the restaurants

Data gathering through interview

Process

Marketing strategies that can be developed for restaurants in coping up

with the Covid-19 crisis
Output

Figure 2. Research Paradigm

The research paradigm is used to analyze clearly the Input-Process-Output (IPO)

model. Input includes the independent variables of the study which are the background of

the restaurants in Sariaya, Quezon, the marketing strategies encountered by the

restaurants during the Covid-19 crisis and the coping mechanisms employed by the

restaurants. To determine and analyze the said inputs, the data gathering was done

through an interview in order to come up with the output or the goal of the study which is
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to develop marketing strategies for restaurants in coping up with the Covid-19 crisis. The

researchers expected to get knowledge through data collection that would aid them in

developing new marketing tactics for restaurants affected by the pandemic. They also

come up with a solution by incorporating more 4p’s into marketing strategies such as

people, process, physical evidence and productivity.

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Chapter III

Methodology and Research Design

This chapter presents the method of research used, respondents of the study, data

gathering instrument, validation of the instrument and data gathering procedure.

Method of Research Used

The study used the descriptive-qualititave method to collect data and information

for a better understanding of situation and overall performance of the restaurants in

Sariaya, Quezon during the Covid-19 crisis.

Participants of the Study

The participants of this research were the managers of the Treat Haus, Caza Plaza

Restaurant and Catering, Plaza de Shalom and Don Lauro Restaurant and Caterings

which are the well-known restaurants in Sariaya, Quezon. These restaurants offer similar

food products and are operating for more than five (5) years now.

Data Gathering Instrument

In order to collect data and information, the researchers prepared an unstructured

interview guide as the data instrument for gathering the coping and marketing strategies

of the restaurants in Sariaya, Quezon during the Covid-19 crisis. The interview guide

consists of the background of the restaurants, the marketing strategies in terms of 8P’s

(Product, Price, Place, Promotion, People, Process, Physical evidence, and Productivity),

coping mechanisms used and marketing strategies to be developed to deal with the
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Covid-19 crisis.Approved interview guide was distributed in order to gather all the

relevant data and information. In order to support the validity of data, personal or virtual

interview were used to gather all needed information. The interview questions were

designed in English language but to ensure proper response from the participants, the

interview process was also be conducted using the Filipino language. Filipino language

was used for those individuals who could not understand English thus enabling them to

contribute relevant information in relation to the topic under study.

Validation of Interview Guide and the Themes

The researchers formulated a guide interview to ensure a smooth flow of

interview. All questions in the interview are supported with the different related and

studies they acquired in Chapter II. Afterwards, it was checked by the research adviser to

ensure that every question was aligned with the researchers’ paper. Thereafter, the data

gathering procedure were conducted, that was the time to form an analysis and

interpretations of the data. Then, the conclusions were evaluated by the participants to

ensure that the interpretations of the researchers matched with their responses.

Data Gathering Procedure

This research adapted the method of interview. The researchers ensured a better

selection of four (4) restaurant participants for an interview. They sent a formal letter

asking their permission in the data gathering process and scheduled an interview to them

once permitted. Interview method is one of the most effective ways to obtain the primary

data. To obtain primary information, face – to – face interview was employed and safety
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protocols were strictly observed for the safety of researchers and respondents. The

researchers prepared written questions which are well structured, planned and organized

in line with the objectives of the study to be used during the interview. They made a letter

for the approval of the respondents that was evaluated by the research adviser to

guarantee that these information and data were supported by the reliable sources and

theories. The questionnaire used in this study to gather all required information was also

checked by the research adviser. They conducted primary interview to compare and

contrast the responses of the participants that would support the researchers study. The

information obtained from the participants were compiled and compared by them to make

a thematic concept.

During the interview, the researchers took down notes all important information

provided by the participants. The audio recording of the actual interview was done to

support the authenticity of the data gathering procedures.

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Chapter IV

Results and Discussion

This chapter presents the analysis and interpretation of the gathered data from the

respondents. In this chapter, the questions in the statement of the problem were answered.

1. Background of the Restaurants

Table 1. Background of the Restaurants

Respondents Type of Product and Monthly No. of
Establishment Services Income (Before Employees
Offered and During (Before and
Pandemic) During
pandemic)

Casa Plaza Food service Noodles and Before: 15k and Before: 10 with
and catering dishes up extras
Weddings, After: 5-10k After: 6 with
birthdays, two extras
and
baptismal

Don Lauro Service Different Before: 50k Before: 25

Type of After: 15k After: 7
foods

Plaza de Private Appetizer, “Income is less Before: 7

Shalom structure, main course during After: 4:
casual (meat, pandemic.”
dining, and poultry and
catering seafood) and
services desserts

Table and
assisted
service
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Table 1 shows the background of the (3) restaurants in Sariaya, Quezon. It

presents the types of establishments, the product and services offered, monthly income

and number of employees before and during pandemic. Based from the responses

gathered by the researchers, the three restaurants differ from its establishment type.

In addition, different product and services were offered by the three restaurants.

Casa Plaza offered products such as noodles and dishes while their services are weddings,

birthdays and baptismal. Plaza de Shalom offered appetizer, main course and desserts

with the table and assisted services. Don Lauro said that their business offered different

types of foods. All three restaurants’ income as well as employees had been less during

the pandemic.

On the basis of Suttle (2021), the small restaurant companies use many types of

product strategies, whether they are selling fast food, casual dining or mid-scale entrees.

Fast food refers to food that can be prepared and served quickly with affordable price,

convenient and taste goods. However, the ingredients used in the fast food are cheaper.

The casual dining restaurant offers full-service with a fun, conformable and affordably

priced menu. The mid scales restaurants occupy the middle ground between quick-service

and casual dining restaurant. It offers a range of limited and full service options. The

key is tying a particular product strategy to overall objective. Some product strategies are

designed to increase customer visits at certain times of the day, such as breakfast

(oatmeal, bacon and pancakes), lunch (rice and meat), and dinner, which are mostly

ordered by the employees, students and the travelers pass-by in the restaurants. In this,

product strategies, the customers often visit in restaurants. Other product strategies have
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more directly influence profit margins and targeted toward on core customers, which are

the types of customers who frequent restaurant most often. In addition, aside from the

product strategies, restaurants also offer unique service to customers.

The Covid-19 pandemic impacted the restaurants industry via government

closures that resulted in layoffs of workers and loss income for restaurants and owners

and threatening the survival of restaurants business. The restaurants closures stated on

March 15 when Ohio Governor Mike DeWine ordered all bars and restaurants in the state

to close their dining rooms, within a week most other states followed suit. By March 23,

industry experts were estimating nearly half of the industry 15 million workers had been

laid off. Insurers refused to cover the restaurants financial losses via business interruption

policies (Marcus, n.d).

According to Brewer & Sebby (2021), one of the economic activities affected

during the pandemic is the restaurant industry. Dine-in exposed to control viral

infections. Restaurant owners had lost billions of pesos and millions that have

experienced serious career changes.

Based on Bello (2020), before the Covid-19 pandemic, Philippines employment

situation was vibrant, expanding at 4.0% or 1.6 million net employment generated.

Moreover, during the global pandemic hundreds of thousands resorted to temporary

closures or flexible work arrangements resulted that 17.7% unemployment rate or 7.3

million surpassing the 10.3% unemployment rate in the 1998 recession in the Philippines.

For those remaining in business, converting to online food ordering was essential. By
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providing theoretical and managerial implications, it identifies appropriate products, to

utilize content marketing effectively and to attract new customers.

2. Marketing Strategies by the Restaurants during Covid-19 Crisis

Safe Food Handling

Maintaining cleanliness of the product and providing best practices were the

responses of the two of the respondents in terms of safe food handling. While the

manager of Plaza de Shalom said: “We always practice and follow standards of safe food

handling from purchasing to servicing. We also make sure that employees are in good

condition.”

Food Handling as an Integral Practice that Every Restaurant Must Adapt or Do

Gorris (2020) said whilst Covid-19 is not a foodborne illness, it is a major threat

to public health, including for consumers and food workers. Food businesses, like any

other type of business such as restaurants, should therefore take measures to protect their

workforce from illness and contribute to avoiding and minimizing the spread of the virus.

Food businesses can take advantage of the good hygienic practices and food safety

management systems such as HACCP that they have implemented on the basis of Codex

Alimentrius guidelines which have been compiled on the general principles to ensure

hygiene in food operations as well as for specific food sectors.

Practices for Consumption

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Before preparing products, the respondents cleaned and washed the products such

as the raw materials. Personal hygiene and properly cooked food are also needed for a

safe consumption of food. This concluded the response of the manager of Plaza de

Shalom as he said: “We follow the standard safe food handling. This includes the proper

purchasing, cleaning, storing and serving products.”

Before preparing products, safe food consumption must be done well as this

would protect customer to get I especially that Covid-19 pandemic is spreading.

DeltaTrak.com (n.d.) defined safe food as food free of contamination occurring at

any point in the growing, preparing, processing, storing, selling or serving of food.

Various reports worldwide showed a number of foodborne illnesses

outbreak caused by improper food preparation of food providers (FoodHACCP.com, as

cited in Balanquit & Sanoria (2019). It is a basic knowledge in food preparation that

food served must not only be varied and appetizing but, most importantly, must

be safe for human consumption.

How and When Workers in Food Production Must Wear Face Covering

In preparing products, the three restaurants agreed that wearing face mask all the

time especially when working is necessary. The owner of Don Lauro replied to us, “Our

workers are wearing their facemask before, during and after cooking for the safety of the

customers and also the workers.”

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Employee’s Health

During pandemic, the restaurants’ owner/manager assured the health condition of

their employees in doing their job correctly and safe. The manager of Plaza de Shalom

said, “We always practice and follow standards of safe food handling from purchasing to

servicing. We also make sure that employees are in good condition.”

In this time of pandemic the health condition of the employees is important. That

is why they do their responsibility and maintain the safety of their customers particularly

in food industry.

Lee and Ham (n, d) said that during the Covid-19 pandemic, people look for

healthy foods and adopt behaviors to prevent virus transmission. The Covid-19 outbreak

has resulted in novel trends in the food service industry.

Igoe (2022) said that ensuring health and safety of the employees in workplace is

already a critically important issue. The businesses that invest in occupational safety

perform better, reduce turnover, and help employees to do their jobs more effectively.

As there is a Covid-19 pandemic, everyone is required to wear face mask

especially to those people who work in the food production to keep the food and

customers safe of the virus.

Fda.org (n.d) said that the Centers for Disease Control and Prevention (CDC)

advised the use of simple cloth face covering to prevent the spread of the virus. The

employees in the food production are required to wear respiratory or disposable face
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mask on while there are in the production. It is to ensure the safety of employees and

customer to spread and catch the virus. In additional the hand hygiene is an important

infection prevention and control measure. Wash the hands with soap after putting on,

touching, or removing respiratory, mask or cloth face covering.

How Often the Sanitation of Equipment/Tools is done before Preparing Products

During pandemic, sanitation of equipment and tools before and after use was done

at all times by the participants before preparing products. “All the time and every after

use. We believe doing sanitation regularly will help prevent the spread of the virus”,

manager of Plaza de Shalom replied.

Aside from wearing face mask, sanitation is necessary especially to restaurants as they

meet different customers in a day.

DeltaTrak.com (n.d.) stressed that food handlers worldwide should have a solid

understanding of the sanitation process which is one very important step in combating

foodborne disease. Sanitizing food handling equipment reduces bacteria and viruses to a

safe level. Understanding food related sanitization methods, what and when to sanitize

and the tools to use for sanitization play vital roles in the fight against foodborne disease.

Poor sanitization within the establishment could lead to disease, illness or even

death. This in turn would most probably lead to loss of customers, loss of reputation,

lawsuits, fines and possible business closure. Lack of proper hygiene procedures or tools

can also lead to failure. To comply with food safety regulations, laws or inspections

licenses or substantial funds must amend the normative reference.

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Product Satisfaction During Pandemic

Two of the participants said that they did not experience any problem in satisfying

their customer. The head waiter of Casa Plaza said, “Hindi masyado. Pag sa customer

naman, konti, kasi dati mas madami yung customer ngayong pandemic mas kakaunti

kaya medyo may konting problema sa customer. Pero ngayon namang natagal-tagal ay

medyo naayos-ayos naman. Sa ngayon naman ay nagiging okay na”.

Customer satisfaction even before pandemic is one of the restaurants must

accomplish task. This will help the restaurant maintain its customer and gather more.

Dawes (2020) cited that the consumers rate their satisfaction level about the take-

out/delivery experiences they had and told them the COVID-19 precautions they

observed that the restaurants were taking. The majority of the 65% surveyed said they

were “Very Satisfied” with what they saw. Another 17% were “Somewhat Satisfied”

giving a combined satisfaction score of 82%. Restaurants took care of the basics in

making sure masks and gloves were worn by employees/drivers, and by offering a

contact less experience. Clear communication about the precautions in place and proper

packaging played big roles as well to get the satisfaction of the customers during this

time of crisis. With this knowledge that customers are largely satisfied what they’re

seeing in their takeout/delivery experiences, there is an opportunity to gain new

customers by communicating these moves to prospects on a regular basis.

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Customers Complaints about Products During Pandemic

Customer complained in some products during the pandemic that never happened

on the two restaurants yet as to the head waiter of Casa Plaza said, “Ah, minsan meron.

Mga nagkakaproblema sa foods at sa halimbawa sa lasa. Kalimitan nasa lasa, minsan

maalat. Minsan kasi iba-iba ang customer e, minsan ayaw ng may matamis na matamis

lalo na pag senior tsaka sa maalat. Ganun yung kalimitan na ano, na-encounter namin sa

mag customer.”

Customer’s complaint is what restaurants always avoid as this will make to lose

of customers yet sometimes this will also help improve the restaurants.

As to Zhang, Park, Bonn, & Cho (2021), customer complaints are genuine actions

of expressing their negative experiences about products and services, leading to a high

possibility of replacing the current service provider with others. Switching intention

refers to a customer’s intention to voluntarily and involuntarily end a relationship with a

company. These switching behaviors are stated as the last means of dissatisfied

customers’ complaining behavior.

Lai, Deng & Li, as cited in Zhang, Park, Bonn & Cho (2021) found that

complaints significantly influence revisit intention. Chan, Wan & Sin, as cited in Zhang,

Park, Bonn & Cho (2021) suggested that if the restaurant customers’ complaints are not

resolved, these customers will not return to the restaurant.

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Shortage of Supply and Difficulty in Providing Product

Shortage of supply was never met by the two participants as their supply was just

enough for the products to be produced and some suppliers even go to their place with

free mask and alcohol. But according to the manager of Plaza de Shalom, “Some of the

time yes, we are having difficulties with providing the products most especially with ones

being purchase outside our area due to unstable restrictions of current situation.”

Shortage in supply resulting to difficulty in providing products has been hard for

some restaurants and other business due to Covid-19 pandemic. Yet for some whose

supplier is just near and in the same place as they, it has never been a problem to them.

The common point of pandemic is their serious negative effects on the global

economy. Considering the food supply chain, one of the most important sectors of the

economy, it has been seen that COVID-19 has an impact on the whole process from the

field to the consumer. In the light of recent challenges in food supply chain, there is now

considerable concern about the food production, processing, distribution and demand.

The Covid-19 resulted in the movement restrictions of workers, changes in demand of

consumers, closure of food production facilities, restricted food trade policies, and

financial pressures in food supply chain (Aday and Aday, 2020).

Having Complaints Due to Expensive Product During Pandemic

During this pandemic, the manager of Plaza de Shalom said: “There are no

complaints from our customers during this pandemic even if our product is pricey”. But

referring to the other two, there are some complaints, as the owner of Don Lauro stated,
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“There are some complaints, but all in all they understand because some of the raw

materials that use in food are increase the price such as pork, beef, and fish”.

Expensive products made some customer complain. As there is a Covid-19

pandemic, everyone is saving money and increase of price in products did not help. It

also became the reason why raw materials increased.

There are some timeless complaints in the restaurant industry. One of the

common complaints of customers by the restaurants is the expensive price. When the

customers complain about pricing they are typically lack of nuanced understanding of all

the costs that go into an operation. They are really pointing out that they don’t see a good

value proposition. In additional, when customers complain about the pricing is to be

transparent about the reason of menu is priced as it is, emphasizing the value of

restaurants product/service offer. It is not some arbitrary attempt at a cash grab. Build

into that price are not only food costs, but also labor costs, rent, taxes, insurance,

maintenance and during this time of pandemic to ensure following the safety protocols

are also cause to increase the price of product/service offer by the restaurants (Deutsch,

2020).

Product Removal Because of Price Hike of Other Raw Materials

Removing of products due to price hike of raw materials has never done by the two

restaurants. As the owner of Don Lauro said, “No. we did not remove some of our

product, but since that pandemic come most of the customers do not order expensive

foods with expensive ingredients”. But as to the head waiter of Casa Plaza, “Oo,
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nagreremove kami. Hindi naman totally every month, a pag nagtaas lang ng presyo ng

bilihin. Totally parang yearly, yearly naman kami nagbabago. Kasi nagbabago kami ng

price pag halimbawa tumaas sya yearly, tapos pag bumaba, binababaan din namin”.

Price hike has never been a problem to remove products to some restaurants but to

some it is, as it leads to increase price of products which makes customer think twice

before buying.

Based on Thompson (2020), during the covid-19 pandemic, the restaurants want

to and must make a profit to survive. On the other hand, usually want to buy products and

services as cost-effectively as possible. Businesses can never be completely sure how

customers will react to a price increase.

Simpleminded.life (2019) stated that price is almost always the most important

consideration when the customers are making purchase. An item may need to fall within

a certain budget and sometimes customers are just rather not spend the money

particularly during this time of pandemic.

Profit Reduced by Increased Price of Raw Materials Affected the Price of Product

Two restaurants said that there was no profit reduction on them. One of them

specifically the manager of Plaza de Shalom said, “No. Profit of a product didn't change

because we are adjusting the prices when a raw materials is consistently increasing on

its price”. Yet according to the owner of Don Lauro, “Our profit reduced during this

pandemic, because of the increasing the price of the raw materials”.

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Profit reduction is todays’ problem as there is a pandemic. Restaurants profit

reduced as there is an increase price in their raw materials and if they did not adjust their

products price, it will lead to loss of profit.

According to Geneva (2020), due to the Covid-19 pandemic, it affected the food

system and prices around the world. Out of 136 country-food combinations, 118 showed

price increases. The average change was 6.4% increase in price, with every country

showing a price increase for at least eight of the 14 foods examined such as apples,

bananas, bread, cheese, eggs, lettuce, beef, chicken, onions, oranges, potatoes, milk, rice

and tomatoes that commonly the raw materials of restaurants to produce foods. Price

increases for many foods in all countries have occurred since the pandemic began. It is a

type of fast food that mentions some of the cheaper ingredients that are used in the fast

food restaurants.

Difficulty in Raising Price Despite the Pandemic

Raising price despite of the pandemic has not been difficult. The manager of Plaza

de Shalom said: “No. Despite the pandemic, raising cost has not been difficult for us”.

However, two of the respondents said the otherwise. The head waiter of Casa Plaza said,

“Hmm. Oo naging mahirap. Kasi ang mga customer namin, kalimitan kasi nagtitipid yan

tapos yung cost ng product mo pa mataas, syempre aangal sila kaya ngayong pandemic

mahirap talaga maka-ano ng customer. Pero yung iba naman talaga mayayaman, kaya

afford nila”.
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Whenever there is an increase or raising of price it always been difficult to do.

Customers tend to be thrifty in this time of pandemic as raising price did not actually help

them. They also tend to not come to the restaurants when they knew there is an increased

price of their products.

According to Lorenciana (2018), while consumers have been complaining about

the rising prices, retailers are likewise feeling the pinch. In a phone interview with

Philippine Franchise Association president Richard Sanz, he said retailers are adjusting to

rising costs of raw materials. He added that some establishments increase the selling

prices of their products due to the increasing prices of raw materials like rice and sugar to

compensate for shrinking profit margins.

Sanz, as cited in Lorenciana (2018) also pointed out that some establishment are

absorbing the higher prices of raw materials because increasing their selling prices might

decrease their sales volume further.

Customers Finding Replacement with the Same Product Due to Increase of its Price

Finding substitute or replacement due to increase of price was done by some

customers as what the two participants commented. The head waiter of Casa Plaza said,

“Ah, yung regular customer naman namin hindi. Pero may iba lang siguro kasi a, hindi

nila afford yung price. Na halimbawa ganun lang yung kanilang pera, kaya yung iba

umaalis. Kaunti lang naman ang ganon, hindi lahat. May ilan lang”. But as to the

manager of Plaza de Shalom, “No. Even the price increase there is no significant

influence on our customer to find a substitute”.

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Some customers likely to find a replacement when they find out that restaurants

increase their price as their budget could not meet the restaurants price of product. But

when a restaurant establishes a regular customer, increase of price would not be a reason

to them to find a replacement.

The price set for the product/service offered by the restaurants has a very

significant effect on how the consumer behaves that possible to complain. The price set is

significantly higher than expected the response can be disappointing. In either case a

change in price could produce unexpected results when it comes to consumer buying

behavior. In deciding to raise the price by the restaurants into the existing product/service

it should be to understand on how it could affect the consumer behavior. If the customers

has the choice to get the same product and service from competitors at a lower price it

could be lose the customer permanently (Balle, 2019).

ifficulty of Customer in Purchasing Product Because of Price Difference Before and

During Pandemic

According to one of the respondents, some clients had difficulty in purchasing

products as there is a price difference before and during the pandemic. On the other hand,

head waiter of Casa Plaza responded, “Ngayon kasi hindi pa kami nagtataas ng price

kahit ngayong pandemic. Kasi ganun pa rin yung price namin kahit nung wala pang

pandemic, kaya hindi ko pa masabi”. While the owner of Don Lauro replied, “Not really,

because more on the customers are understand and expected that the price of the foods

now during the pandemic is increase”.

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Price difference especially in this pandemic has been expected by many people

especially customers. Yet it was not really new to the customers as price in products or

services always change.

Indirect.goc.uk (n.d) said that during the Covid-19 pandemic, many customers

wanted to make sure that they are informed of their legal rights in relation to the price of

products and services. Consumer line has received information about businesses

behaving unfairly by charging unjustifiably high prices. Current legislation does not

tackle circumstances where a business increases the price of products and service

unreasonably. The competition and markets authority wants to make sure that businesses

do not exploit the current health emergency to take advantage of customers.

Place Accessibility

The restaurant participants place is accessible to all of their customers. Mr Jestoni

said, "Accessible naman kasi kalapit ng bayan dito tapos sa simbahan. Matataong

lugar". This was also confirmed by Ms. Sarah Mae Castro, "Yes it is located in town

proper". It was also alike to what the remaining restaurant said. As a result of their

responses, they were all accessible to customers.

Restaurants are frequently positioned near highways and crowded areas making

them easily accessible to customers.

According to Mealey (2018), a good restaurant location is harder to find than

some people think. The cuisine and service are vital factors in a restaurant's success, but

the location, especially in the early years, can be just as significant. Making restaurant (or
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restaurant sign) visible to the general public is similar to getting free publicity. It serves

as a reminder that the business exists and that they should come in for supper at some

point. When looking for a restaurant location, consider who else is doing business in the

neighborhood. Many restaurants off the usual path are highly successful.

Customer’s Access in Finding Restaurant

Customers did not have any trouble finding the restaurants. The headwaiter of

Caza Plaza said, "Ah hindi naman. Madali naman makita itong restaurant. May iba lang

natawag na bago yung hindi taga dito sa Sariaya, nagtatanong talaga kung saan ba yun.

Yun lang." Likewise, the owner of Don lauro said, "No, since I am in the business for

more than 20 years and choosing the best location for our restaurant is already I know."

With those statements of restaurant headwaiter and owner are not having

difficulty for customers to locate their business.

Posist.com (n.d.) mentioned that restaurant’s owners, consultants and critics

choose the best restaurant location. Its success or failure is largely determined by its

location. Great establishments have been known to close due to poor restaurant service.

The interior of a market or the back of a building can make it difficult to locate the

restaurant, making the location a poor choice.

Customer’s Reactions when Location of Business has Reported Positive Patients of

Covid-19
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The response of head waiter of Caza Plaza, "Hindi naman. Wala pa dito kas

malayo naman kaya hindi ko pa na-experience yun na may Covid sa malapit." This was

also attested by the owner of Plaza de Shalom, Ms. Sarah Mae Castro, "No, since the

local government have their prompt response in terms of isolation of Covid-19 positive

patients. Based on the responses, restaurants are not affected at all by the reported Covid-

19 patients near to the location of their business.

As there is a situation of pandemic, restaurants never experienced dealing with a

Covid-19 patients near their workplace since local governments have been quick in

isolating reported patients.

Local officials are simultaneously responsible for distributing support to small

businesses and citizens in a fair and transparent manner, as well as coordinating with

national and other local governments, the private sector, and even international

organizations to receive, track, and distribute medical equipment and other supplies.

Additionally, many local governments are acting quickly to ramp up health service

provision, revise fiscal policies and implement new public safety regulations. Local

governments have always served as democratic test beds, and many see chances for

innovation, collaboration, and exchange as they respond to the unique challenges posed

by the COVID-19 pandemic (Beerman, 2020).

Handling Customers Struggling in Accessing the Product Caused by Covid-19

Since the outbreak of COVID-19, in order to handle customers who are having

difficulty accessing the products, Ms. Sarah Mae Castro said, "We do offer deliveries and
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online transactions." They guided other customers who were having trouble finding their

business location.

During the pandemic, restaurants provide deliveries and online transactions to

assist customers who are having difficulties accessing their product.

Small businesses have been dealing with the repercussions of the COVID-19

outbreak for the past month. It's critical to be upfront and communicate with customers

ahead of time during difficult situations. Establishing a plan and remaining calm is

critical from the start. Customers need to know that restaurants in control of the problem

and willing to assist them (Johnson, 2020).

Practices in the Place in Sanitizing the Facility and Equipment

Mr. Jestoni said, "Ah pagbukas palang namin ng restaurant sanitize na muna kami,

alcohol then clean the area tapos yung labas kelangan malinis din. Yun sanitize the

area." Similarly, Mr. Larry, the owner of Don Lauro said, "By cleaning the equipment

before and after use.” They all have practices that sanitize the facility and equipment.

They all have their own sanitation procedures for their facility and equipment.

They clean the entire area, sanitize the facility and equipment before and after use.

Cdc.gov (n.d) followed standard practices and appropriate regulations specific to

the type of facility for minimum standards for cleaning and disinfection. Furthermore,

this recommendation solely applies to cleaning and disinfection practices to prevent the

transmission of the COVID-19 virus. Keep in mind the availability of cleaning products
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and the personal protective equipment (PPE) appropriate for the cleaners and

disinfectants used (as recommended on the product label).

Take-out and Delivery Service

Due to pandemic, dine in services were suspended or limited. Restaurants were

required to offer take-out and delivery service to them afloat. Mr Jestoni said, "A nag-

ooffer kami ng takeout and deliver. Pero may dine in pa din naman. Limited na lang yung

person sa loob”. This was also confirmed by Mr. Larry "Yes, we are already offer

takeout and delivery service to continuously run our restaurants."

Dine-in services have been stopped as a result of pandemic, however the

restaurants continue to operate by providing takeout and delivery services to customers.

According to Insights (2020), despite the fact that the epidemic is still in its early

stages, we've already witnessed a significant shift in how consumers obtain food and how

local restaurants and food service suppliers respond. It’s no secret that the food service

industry and hospitality industry as a whole has been heavily impacted by the

containment measures imposed by governments. Many restaurateurs, on the other hand,

have been quick to alter their business models to provide more flexible, pandemic-

friendly dining options to their consumers. This has resulted in an increase in the number

of take-out and delivery alternatives available, not only from quick service or fast-casual

restaurants, but also from higher-end establishments.

Offering Home Delivery

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Mr. Jestoni, the headwaiter of Caza Plaza said, "Nagdedeliver naman kami sa

bahay-bahay ng customers". His point of views was also shared by the remaining two

restaurants. They provided home delivery services to their customers in order to help

them cope up with the pandemic

The three of them provided customers with home services delivery in order to

help them prevent income losses.

Food delivery is on the rise, owing to consumer need for variety, comfort, and

indulgence, as well as health and safety concerns related to COVID-19.Despite the fact

that numerous restaurants throughout the world have closed their doors owing to COVID-

19, others have just closed their sit-down service, keeping open to provide takeaway and

delivery services to clients. Offering delivery can help restaurants mitigate costs during

this period of disruption and also ease the return to normal working conditions once

COVID-19 is no longer a threat (Hussey, 2020).

Distribution of Product to Customers

Restaurants are not having difficulty in distribution. The distribution of products to

customers is not a problem at all. As stated by Mr. Jestoni, "Ahh hindi naman siya naging

mahirap. Kasi ganun pa rin mas marami na lang din talaga yung delivery kesa sa dine in

noong last year pero ngayon naman ay sakto na." The restaurants continue to serve dine

in customers, but they should always wear safety equipment and adhere the safety

regulations. Mr Larry said, "There is no difficulty to deliver our product to home of

customer, but always wear and follow safety protocols.

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Despite the fact that delivery is more frequent than dine in, they never had a

problem providing product to their customers. They had opted for the delivery option as

substitute to dine in.

According to Abdelnour (2020), distributors who are struggling during the

COVID-19 crisis may look to previous recessions for guidance, but the current scenario

is different in many ways and the stakes are much higher. For people and businesses of

all kinds, the COVID-19 pandemic has made life immensely more difficult. Despite the

efforts of governments, business, scientists, and healthcare professionals, some large

markets are still blocked in part, many supply chains are experiencing substantial

disruptions, and most industries are seeing continuing low demand. The majority of

distributors seeing significant drops in demand are in the industries that have been

severely hurt by physical distancing and government-recommended isolation

requirements.

Social Distancing Caused Fewer Customers

As a result of the implementation of social distancing, restaurants decided to restrict

the number of tables, allowing a small number of customers to enter. "Oo, kelangan may

social distancing sa dine in tapos may limited pa yung customer mo na kelanhgan sa

loob. Yung amin 12- 15 person lang kelangan namin dito”, said by Mr. Jestoni. This was

also attested by the owner of Don Lauro, Mr. Larry, "Yes, because to ensure the social

distancing in our restaurants we decided to reduce some of the tables which is almost

50%.
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Due to the implementation of social distancing, enabling only a small number of

customers to enter and reduce the number of tables by nearly half as a result of fewer

customers.

According to Wu (2020), as restaurants prepare to reopen, it's evident that the

eating experience in the aftermath of the epidemic will be very different. The 30-seat

neighborhood joint's intimate, cheek-to-cheek conviviality may be a pleasant memory

rather than a reality, if it is one of the lucky ones that reopen. Larger chain restaurants

with larger footprints may have more options, with corporate support and more physical

space to distant themselves, but they, too, will not be immune to the sales slump, which is

expected to be between 12 and 17 percent this year.

Promoting Products During the Covid-19 Pandemic

The uses of social media to market a product have always been common. Some

restaurants may not have a little trouble using social media to promote their products, but

others may have struggled. Ms. Sarah Mae Castro, Plaza de Shalom manager answered,

"No. With the help of social media it is very easy to promote products we are offering

since most of people uses facebook, Instagram and others." It was also attested by Mr.

Larry, "There is no difficulty to promote of our product. We are promoting our

restaurants using the internet. It may, however, differ from Casa Plaza business. "Hmm,

oo. Due to the Covid 19 nagpromote kami ng mga products sa aming page. Mga foods

namin na medyo pinost namin, may iba-iba nagpost lang dun sa page namin. Kasi ang

hirap talaga nung time na yun na maka-ano, kuha ng customer", Mr Jestoni said.
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During the pandemic, two of them had no trouble promoting their products

through social media; however, one of them has trouble promoting products, noting that

attracting clients' attention is tough.

According to Huskey (2021), in the midst of the COVID-19 pandemic, a growing

number of restaurateurs around the country are finding themselves in difficult situations,

working harder than ever to keep their hometowns from losing what makes them so

wonderful to so many people. Restaurants that have reopened now face limited capacity

and other challenges that could make it difficult for them to make a profit. Many

restaurateurs are drastically reducing their marketing budgets, but being active on social

media is a cost-effective method to reach out to customers. With so many individuals

secluded at home, restaurants will need to use social media to communicate with

potential customers even more. Quality posts on Facebook and Instagram will help

maintain positive relations between restaurants and their audiences, and the importance of

a good reputation is not to be underestimated. Many diners still want restaurants’ food,

they just need assurance that restaurants are taking the proper precautions to keep their

customers out of harm’s way.

Promoting Product

Restaurants use social media to sell their products because more people are

focusing on it. Three of them make use of social media to market their product. “Yes,

through social media", said by them.

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The three restaurants use social media promoting their products. With the help of

social media, it would help them to catch the attention of their customers.

Social media marketing pertains to the attempt to utilize social media to convince

consumers that ones’ products, company, and services are worthwhile (Ward, as cited in

Francisco, 2016). It can be used to improve businesses through the following: increased

brand recognition, enhanced brand loyalty, more opportunities to convert (to lead web

visitors to take action or even into paying customers), and increased conversion rates

(DeMers, as cited in Francisco, 2016). There is also a great potential for social media

marketing to help boost sales. Once visibility is enhanced, and as content gets syndicated

through various social media channels, the organization and its products/services become

more accessible to customers. Some of the most widely used social media channels

include Facebook, Twitter, Instagram, among others (Francisco, 2016).

Offering Product Online as a New Strategy

As a new approach for the restaurant to cope with the pandemic, they are offering

product online. Mr. Jestoni said, "During pandemic talaga, naka pokus kami din sa

promotional sa page. Pero sa ngayon medyo normal lang kaya hindi naman masyado,

pero nag-aano pa rin kami sa page, nagpropromote”. The two owners provide their

product online as new strategy.

All of them offer product in online as the new strategy. Offering their product

online was considered as their novel tactic.

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As stated by Schlissel (2015), due to the covid-19 pandemic, the customers focus

more on the internet which is good opportunities to advertise and promote the product

and service offer by the restaurants. The focus of the customers inside their home is on

computers and phones. It is a good opportunity to promote the restaurants using social

media and keep customers informed about the delivery and take-outs that the restaurants

offer. The billboards that are commonly seen into the highways for the travelers are not

best promotion strategies during the pandemic. Instead, focus on social media and email

campaigns to reach consumers at home (Frangos, 2020).

Social Media Prefer in Promoting Product

Every business uses social media to promote their products. One of them is a

restaurant that also uses social media to market its product. They utilized Facebook or

pages more for business since they realize that more people use Facebook in their daily

life. Ms. Sarah Mae Castro said, "Facebook.” They preferred social media in promoting

their product. It was also attested by the two restaurants that they used Facebook or page.

It became easy for restaurants to use social media in promoting their product

because most of the time people use Facebook on their daily lives.

According to Francisco (2016), one of the most frequently used social media

networks today is Facebook. On a survey by TNS, a market research firm commissioned

by Facebook, in Southeast Asia, specifically in Thailand, Philippines, Singapore,

Vietnam, and Malaysia, those surveyed claimed Facebook usage during holidays, while

commuting and while waiting in line. They emphasized using Facebook while they are at
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internet cafes, at work, and in bed among others. 58% first learned about the latest news

on Facebook while 52% found out for the first time about new products (Facebook IQ, as

cited in Francisco, 2016).

Promotional Strategy Cost

Mr. Larry stated, "No, because we have already budget for promotional

expenses." The cost of their promotional plan was never a problem for their business”.

The two restaurants also agreed that the cost of their promotional strategy had not been a

concern. It was because using social media to advertise a product is not pricey.

They all agreed that the cost of their promotional strategy was never a concern for

their business.

Based on Hayes (2021), the restaurant’s promotion does not change even before

pandemic in terms of their promotional activities. The promotional budget usually

includes money put toward advertising across mediums such as radio, television, internet,

and print. It might also go towards hiring outside experts and consultants who develop

the campaigns and place ads in the appropriate media and locations. If the restaurants

know the proper budgeting for their promotion, they will not encounter any problem

particularly during this time of crisis.

Enough Focus of Time on Promotional Strategy

A good promotional strategy is one of the components of a successful business.

One of the most important things to do, especially during this pandemic, is to allow
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enough time to focus on how to promote products. Mr. Jestoni said, "During pandemic

talaga, naka pokus kami dun sa promotional strategy sa page. Pero sa ngayon parang

medyo normal lang kaya hindi naman na masyado pero nag aano rin kami sa page,

nagpopromote". As a result of covid-19, they believed they should spend less on

promotional strategy and focusing more on other activities. "No, because sometimes we

are focusing in the other activities in our restaurant", said by the owner of Don Lauro.

Two of them concentrated on their promotional efforts, particularly during this

pandemic, because they knew that they needed the most. The rest of the restaurants

decided to focus on their other activities rather than their promotional strategy.

As believed by Frangos (2020) in the last month or two, the COVID-19 outbreak

and the associated government restrictions have had a significant detrimental impact on

the restaurant industry. Several restaurants have permanently closed or declared

bankruptcy. Inform them about the business hours, special deals, and delivery or

takeaway alternatives. Because more restaurants are offering specials than ever before,

it's critical to market them so they can compete. Make sure the connecting with customers

on the channels they prefer. Because most people are at home during the COVID-19

pandemic, advertising choices such as billboards aren't ideal. Instead, target people at

home using social media and email advertising.

Still Having a Budget on Promoting the Business when Goes Bankrupt

The response of Mr. Larry, the owner of Don Lauro about when supposedly their

business went bankrupt has been, "Since we started to operate business we did not
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encounter any bankruptcy." However, the two remaining restaurants stated that they still

have a marketing budget.

Even throughout the pandemic, one of them never goes bankrupt. Despite the fact

that the two of them have been afflicted by the virus, they still have a budget for

promotion.

As believed by Hale (2021), from staffing to menus to cleaning practices, the

COVID-19 pandemic has wreaked havoc on the restaurant industry. Restaurant owners

are also fine-tuning and retooling their marketing tactics, because restaurant marketing is

more important than ever. Restaurateurs across the country are increasingly marketing

mostly online. Customers will remember restaurant to keep them connected digitally

through marketing channels including social media, email marketing, your website, and

paid online ads.

According to the 2019 Restaurant Success Report, 67% of restaurants pay for

social media ads, 53% pay for community, event or charity sponsorship, 42% pay for

Google or search engine advertising and 32% pay for advertising in newspapers or

magazines

Pandemic Changes in Process from Production to Delivery

During pandemic, it changes the production to delivery of the restaurant. Mr.

Jestoni said, "Sa delivery, during the pandemic nagbago kasi nga yun, yung mga

halimbawa sa customer delivery is bahay-bahay. Nagdedeliver nga kami, a nagbago siya

then yung bayad nila nakalagay na sa labas kukunin na lang namin kasi during nga nun
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talagang bawal pa ang malapitan. Maraming pagbabago." Based on the statement of

Mr. Jestoni, the Head Waiter of Casa Plaza their process was affected and more changes

happenned during pandemic. From the production, there restaurants adopted the take-out

and delivery service to operate their business.

The process of some restaurants changed due to pandemic and owners of

restaurants adopted new strategies to survive. One of these is the take-out and delivery.

Restaurantsbusinessonline.com (2021) noted that the covid-19 pandemic brought

many unprecedented changes for the restaurants industry. That’s why they are scrambling

to adapt to constantly changing regulation, safety guidelines and occupancy the limitation

of the operation by the restaurants. From dining room closures to a boom in take-out and

delivery orders. One of the biggest changes that the pandemic brought on was the

proliferation of takeout and delivery service.

Interaction with the Customers During Pandemic

During this pandemic, interacting with the customer while taking orders causes

some changes. Restaurants need to follow the government's policy. Ms. Sarah said that by

following the derivatives given by IAFT and discussed by the DTI like register upon

entering the establishment reduce seating capacity of the area, provide at least 2 meters

distance, wash and sanitize hands and wear face mask and face shield. Owner of Don

Lauro uses telephone and messenger. To them this is how they interact with their

customers. Caza plaza use practices to keep them safe from interacting with their

customers. Mr Jestoni said "Ah social distance tsaka nakaface mask. Tapos may barrier
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naman kami, bale yung dining pag may na-order o take out meron kami ditong barrier

naman"

Majority of the restaurants interactacted with their customers by using practices

on their business. They believed that in order to continue their operations, they need to

follow the regulations about the safety protocols that approved by the IAFT.

According to Jones (2020), the impact of Covid-19 pandemic became clear.

Restaurants and other food industry were the first target for closure. But with the stay-at-

home order expiring in many states and economies across around the world at the

beginning the early stages of reopening, restaurants have begun the process of restarting

dine-in operations. To keeping disease prevention in the mind of the employees and

customers the establishment are getting creative with the use of barriers, props and other

objects to enforce social distancing and make their dinning spaces seem more lively.

Best Strategy in Customer’s Behavior

In the face of Covid-19, restaurant must device a best plan for changing their

customer behavior in the midst of a pandemic. Mr Jestoni said, "Ah yun, may mga

customer din na syempre sa kaligtasan din nila may mga maarte, kelangan ganun yung

foods mo. A marami, maraming behavior na na-experience namin. Yun, kelangan namin

masecure yung customer. Magpapatemperature kami tapos yung kailangang details nila

pagpupunta dito para masecure kami, secure din sila yun yung ginagawa namin”. They

believed that in the midst of pandemic, their customer behavior did not change. "We don't

think their behavior changed. We believe most of our clients are well aware of how new
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protocols and new normal" said by Ms. Sarah. The majority of restaurants said that the

behavior of their customers did not really change because they already knew the effect of

pandemic.

The restaurant’s owners believed that their customer’s behavior has not changed

throughout the pandemic. They already knew and accepted the changes and regulations in

restaurants.

Consumers may have a lot of pent-up demand in dine-in restaurants, but they are

not abandoning their COVID eating habits. The consumers have also embraced the rule

and regulation such as the safety protocols in the operation of restaurant during

pandemic. The customers are all widely accepted with 36% of customers saying they

hope these regulations will continue after the pandemic (Cobe, 2021).

Handling Customer Complaints

Client’s complaint is one of the issues that may be encountered in every

restaurant. Handling customer’s complaints is not easy because it might be difficult to

deal with them but they must constantly keep in their mind that customer are always

right. Ms Sarah said, "We make sure the concerns are well addressed and settled. Also we

we make sure are flaws are being improved”.

On the other hand, in order for them to handle their customers, they believed that

they need to be kind no matter how serious the complaints. It is similarly to the response

of Mr. Larry, "We are listen to the complaints and we try to understand their concerns

before talking on them property way”.

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The restaurant’s respondents agreed that the best way to deal with a customer's

complaint is to give them what they require. They believed that when a consumer is

satisfied, even if there are complaints, is it no longer a problem.

Chegini (2020) cited that most of the customers want to feel special and valued

when they are entering the restaurants. The staff should be pleasant, understanding and

happy to help and give services to their customers. The customers who feel empowered

are much more likely to return. Collecting reviews and feedback will give some of ideas

on how to improve the services that give of restaurant to their customers. The 1 st

Financial Training Service found that 96% of unhappy customers don’t complain and

91% simply leave and never come back to restaurants. Giving the unhappy experience in

customers is possibly to complain, and acknowledging their grievances, may stop from

losing vital business.

According to Mealey (2019), one of the most important parts of giving great

customers service is to know how to deal effectively with customers complaints. No

matter the reason for the complaints, the restaurants owners and employees goal should

be to send their customer’s home that knowing their comments are giving value by the

restaurants.

Attitude or Personality of the Staff Workers

The restaurants managed the attitude and behavior of their every worker to give

the right and proper service to their customers to lessen problems and complaints. Mr.

Jestoni said, "Ah, yun talagang pagsasabihan mo lang sila na dapat ganito ang gawin
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mo, na hindi ka dapat ganun”. Majority of the restaurants managed their employee’s

attitude and behavior while they are in the working hours.

It is important for every business to manage their employee’s attitude to lessen

problems and complaints from the customers. The restaurants hold a meeting to advise

and give some knowledge on how to handle customers that would make them feel

satisfied. In this case, the restaurants can manage their employees the right way.

Most product and service industry rely on enthusiastic, passionate employees to

represent the business and its ideologies on the employees job. The managers or owners

of the restaurants are have a power to influence and change the attitude and behavior of

their employees. Perhaps the restaurants conducted recent layoffs that have corroded

existing employee’s moral, or are dealing with the stress of managing a restaurant that

might not be performing as well as restaurants want. Encourage through recognition

could be one way of altering employee behavior. The employees may feel undervalued or

underappreciated, particularly if they are not making as much in tips or are assigned to

shorter shifts that they are like (Vogt, 2021).

Neatly Dressed to be Acknowledged by the Customers

Being well-dressed allows customers to recognize the employees that they work

there, as well as making them to be presentable in front of their customers. Mr. Larry

said, "Yes, the restaurants provided uniform to be known that is our workers." This was

also attested by Mr. Jestoni, "Hmm, Oo. Nakauniform naman sila, kami dine sa dine in
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naka logo kami ng Casa Plaza." The restaurants provided their employees a proper

uniform to be known by the customers that they are one of the staff.

The restaurants are using proper uniform for all of their employees that can easily

be recognized as one of the employees. It also helps them to look presentable in front of

their consumers.

Webstaurants.com (2021) noted that most of the restaurants put dress code

policies in place to create a standard of dress for their employees. In the food industry,

dress codes are an essential part of restaurants branding, food safety, and workplace

hygiene. By the providing a clear dress code policy, the employees are helping to

understand that restaurants expectations and avoid any potential missteps when choosing

their work attire. The restaurants dress codes offer several benefits for their employers

and staff members. Most importantly, a dress code helps the employees to choose the

appropriate work attire.

Ensured Safety of Staff in Terms of Delivering

Due to pandemic, deliveries are now frequent in order to deal with the crisis. The

delivery service is careful in dealing with them especially that employees have close

contact to other persons without knowing if that person is safe. In addition, aside from the

virus, the restaurants need to give enough proper attire while they are driving. Mr. Jestoni

and Mr. Larry made an action on how to protect their delivery service while they are

taking the food order by the restaurants. They said, "Yes, by using face mask, and proper
 107

protection while driving such as helmet, gloves and other protection”. They gave

importance to their employees by ensuring their safety in dealing with customers.

Restaurants provide personal protective equipment to their delivery service

employees to protect them from the virus.

Restaurant.org (2020) pointed out that mask, hand sanitizer and frequent hand

washing help protect delivery drivers as they make the rounds during the pandemic.

Despite a patchwork of restaurants reopening across the country, diners continue to rely

on take-out and delivery options from their favorite concepts. To keep up with the influx

of off-prem orders, restaurants have had to overhaul their delivery procedures to optimize

fulfillment, comply with local health guidelines, and to continuously operate their

business in pandemic.

Allowing Workers to Work when Temperature Exceeds at 37 Degrees

Before entering of employees in restaurants, they need to check the temperature to

assure their safety. Employees are not allowed to work if the temperature are exceeds at

37 degree. Ms. Sarah said, "Yes, up to 37.4". Mr. Larry mentioned, "No, we decided not

to allow them to work and giving them enough rest in their home." The majority of the

restaurants did not allow their employees to work if temperature exceeds at 37 degree. It

is not only for their safety but also for the safety of the customers and the whole

operation of the restaurants.

Two (2) out 3 restaurants did not allow their employers to work on that day when

they temperature exceeded at 37 degrees. They just follow the rules to protect their
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operation and continue with their operation. This regulation is new for the restaurants and

employees need to follow for the safety of all.

Based on Smith (2020), the Equal Employment Opportunity Commission (EEOC)

gave employers the green light to take employees temperatures to try and ward-off the

spread of the cobid-19 in guidance from earlier this year. In generally measuring an

employee’s body temperature is a medical examination

Officialgazette.gov.ph (2020) emphasized that the employee’s restaurants are

responsible to check of their temperature using the thermal scanning to prior to entry. The

employees with a temperature higher than 37.5 degree Celsius, shall not be allowed entry.

The symptomatic individuals shall be referred to the nearest appropriate health facility as

provided in the Interim Guidelines on Health Care Provider Networks during the Covid-

19 pandemic. Provision of rubbing/sanitizers can be easily sprayed on the hands of

personnel, suppliers and customer prior to entry and regular interval of sanitation of

hands of the customers, clients and other personnel.

Practices in Protecting Employee and Continuing Operations

There are some practices that restaurant implemented during this pandemic to

protect their employees and continue wth the operations. Ms. Sarah said, "By following

the IAFT guidelines. In addition, which is part of prevention by maintaining a healthy

and well body”. This was also attested by Mr. Larry, "We have four practices to protect

our employees and to continue operations. First, is the frequent hand washing, wearing

facemask and face shield, social distancing and providing them a healthy protocols”.
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The restaurants adopt and follow the new regulations for their operation which are for the

safety of their customers and employees from the virus.

Majority of the restaurants have their practices in place to protect their employees

and keep their business running by following the government's protocols.

According to Lopez (2020), the IATF approved dine-in services in the part of

GCQ areas-DTI chief. Dine-in area will partially resume in restaurants located in areas

under general community quarantine (GCQ) starting June 15. The Inter-Agency Task

Force (IATF) on emerging Infectious Diseases has approved the resumption of dine-in

services in GCQ area provided that only 30% of the restaurants capacity will be allowed

inside. In addition, other health protocol should be observed like frequent disinfection,

wearing face masks and social distancing. Moreover, according to Ramos (2021)

restaurants and other food establishments in Metro Manila and several provinces placed

under the General Community Quarantine (GCQ) are limited operation that only take-

out, delivery and outdoor dining only are allowed, based to the Inter-Agency Task Force

(IATF) for the Management of Emerging Infectious Diseases.

Protocol when One Employee has covid-19

Government implements protocols to step the virus from spreading. Restaurants

are one of the businesses that must adhere to the government's guidelines. The three

respondents shared "It depends on the signs and symptoms. If it is possible and COVID-

19, do the quarantine procedures." The restaurants are following the safety protocols
 110

provided by the government to ensure the safety of their customers, employees and

business during this time of pandemic.

Restaurants follow the safety protocols guidelines which are to do the quarantine

procedure if the employees are having symptoms such as the fever, headache, and other

symptoms in Covid-19. The employees need to always monitor their health and to protect

their employees, customers and business.

Restaurants.org (2020) explained that restaurateurs operating during this

pandemic face multiple challenges, but few are more important than what they do when

an employee tests in positive for the coronavirus. Make sure that the employees in the

restaurants are know that they should not come to work if they are sick and should notify

their manager or other designated COVID-19 point of contact. If the employees become

sick while at working hours with the COVID-19 symptoms, tests positive for covid-19, or

has been exposed to someone with covid-19 symptoms such as the fever, headache, sore

throat, cough, shortness of breath. The employees should notify his or her supervisor or

there designated covid-19 point of contact. The restaurants are need to immediately

separate employees who have covid-19 symptoms. Sick individuals should go home or to

a health-care facility, depending on how severe their symptoms are, and follow CDC

guidance for caring for oneself and others who are sick. Employees should not return to

work until they meet the criteria in consultation with their health care provider to

discontinue home isolation.

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Spacious Parking Space for Customers

One of the problems encountered by the restaurants along the road is about the

parking space that needed by the customers who have their own vehicle. Ms. Sarah said,

“Yes, road outside the establishment has one side parking area”. This was also attested

by Mr. Jestoni, “Ahh, meron naman mga isang sasakyan lang kasi parang bawal na

magpark”. They are not providing enough parking space for their customers who want to

stay along in restaurants.

The restaurants are commonly located near at the road which causes of not having

enough parking space for their customers who want to stay for a while at restaurants.

They provide parking space but not enough for the number of their customers who have

their own vehicle particularly during the rush hours of their business.

The restaurants near at the road are suffering from lacking of providing parking

areas for their customers. One of the everyday parking problems is shortage of parking

space (Ibrahim, 2018).

According to Thevaletspot.com (2017), one of the aspects often overlooked by the

restaurants that rely on a steady flow of customers is parking. Parking space shortage can

cause a lot of problems of the restaurants business. According to Directo (2017), driving

public is well aware of the hassles of finding a parking space in the business such as the

restaurants during the breakfast, lunch, dinner and every dinner.

Allowing Smokers in Restaurant

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One (1) out of 3 restaurants provides smoking area for their customers who want

to take smoke. Ms. Sarah said, “We designated area for smoking”. They provide area for

smoking to separate it to the other customers who eat inside the restaurants and feel the

cleanliness and conformable while taking their food. The other 2 restaurants did not allow

smoking inside their restaurants. Mr. Larry said “We are not allowed them to smoke

inside the restaurants but in outside only”.

Out of the 3 restaurants, 1 provided smoking area for their customers. Smoking

area is to separate the customers from smokers to non-smokers. However, the other

restaurant only allowed smoking outside the restaurants.

Haringery.gov.uk (2020) mentioned that other restaurants ensure that customers

are given choices by ensuring to separate seating for the smokers to non-smokers. While

the other restaurants are already make their own non-smoking policies inside their

establishment but only for the outside space.

Time of Cleaning the Facility

All respondents follow the regulations approved by the IAFT to the restaurants

industry in terms of their cleaning facility. The manager of the Plaza de Shalom said,

“Every day then we added fogging and sanitation”. They clean their facility with adding

fogging and sanitation everyday of their operation business to make sure that there is no

virus inside their restaurants. It is also said by the head waiter of Casa Plaza, Mr. Jestoni,

“Three (3) times, morning, tapos middle, tapos sa closing”. They clean their facility

three times a day of their operation, follow the safety protocols to protect their employees
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and customers from the virus and to continuously operate their business in time of

pandemic.

During pandemic cleaning and sanitizing are one of the regulations released by

the center for disease control and prevention and the environmental protection agency.

Restaurants said that they clean their facility three times every day to make sure that their

establishment is safe as well as their employees and customers.

Nationalrestaurantsassociation.org (2020) cited that the Center for disease control

and prevention and the environmental protection agency have released comprehensive

guidelines outlining how to keep restaurants running safety. Cleaning should be always

come before sanitizing. It helps to clean and reduce the number of microorganisms such

as bacteria and germs.

Time of Decorating the Restaurant

The decoration of the restaurants during pandemic situation is not encouraged.

Ms. Sarah said, “Decorations, flowers, display are not encouraged during this time of

pandemic since it will be/become a breeding area of virus”. Before the pandemic,

customers were attracted to decoration because it is the possible breeding area of the

virus.

Due to the pandemic, the 3 restaurants did not give much attention to decorate

their restaurants to attract their customers. They focused on the safety of their employees

and customers to prevent spread of the virus by using barriers at the center of tables.
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Based on Architecturaldigert.com (2021), masked writers, tables spaced six feet

apart, Plexiglas barriers are some of the changes that customers might encounter entering

the restaurants during the “new normal” that caused by pandemic. Disinfected surfaces

are one of the practices that need to accomplish by the restaurants that’s why they are

decided to remove aside the traditional table top decoration such as, candles, lamps,

flowers and tablecloths and the other décor that would possible breeding of the virus.

Modes of Ordering or payment

The restaurants are not already provided digital ordering or payment to lessen the

contact from the employees and customers. Mr. Larry said, “No, we did not implemented

a digital ordering”. It was also asserted by Ms. Sarah, “No, we still use manual”.

The majority of the restaurants are not implementing the digital ordering or

payment for their customers who want to take their orders and pay the bill. They still

using the manual such as giving menu in every customer who want to choose their order

and pay the bill directly to the cashier of the restaurants. In addition, to protect their

employees and customers, they always clean and sanitize the menu on before and after

use.

According to Brunot, the menu a restaurant uses reflects its type of food service.

Fast-food establishment use a predictable menu, while fine-dining restaurants typically

change their offerings regularly and package them at set prices. Other eateries have menu

featuring combinations of individually priced dishes. Menus also promote sales by

focusing on children, special occasions, beverages and desserts. During the pandemic the
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digital ordering and payment are one of the way by the restaurant to reduce closed

contact the menu. But majority are still use menu with a proper clean and sanitizing apply

to reduce and prevent spread the virus.

Implementing Government Health Protocol

The three restaurants follow the IATF regulations. They get the temperature and

encode the personal information before allowing them to enter the restaurants. Ms Sarah

said, “Yes, we gather our customer temperature and personal information before

allowing them to enter”. The owner of Don Lauro, Mr. Larry said, “Yes, we have a

responsible person that monitoring in every customers entering in our restaurants”. The

restaurants ensure that every person who enters the restaurants are checked and personal

details were encoded.

Accordidng to Facchin (2020), due to Covid-19 pandemic, restaurants are facing a

number of new requirements for getting the personal information for the contact tracing

and to keep their employees and customer safe.

Strict with Customers in Health Guidelines

Restaurants are strict to their customers about following the health guidelines. Ms.

Sarah said, “Yes, we are strict to the customers who do not follow our health guidelines.”

Mr. Larry said, “Yes, we are strict to them specially in social distancing that need to be

always maintain.”
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The restaurants are strict to their customers about the healthy guidelines to protect

their customers from the virus. That’s why they maintain the social distancing and strictly

follow the health guidelines to protect them.

According to Gursoy and Chi (2020), dine-in in the restaurants is allowed to

reopen at a strict in the social distancing and other healthy guidelines. This is substantial

changes to their operation in the Covid-19 business environment in order to ensure

employees and customer’s health and safe.

Implementation of One Entry and Exit Point

Entrance and exit door are needed in the operation of their business during

pandemic. One (1) out of the three restaurants does not have an exit door. Mr. Jestoni

said, “Ah ayan isa lang, wala pang isang pintuan para sa exit. Pero open air nman

kami.” The Casa Plaza does not already have an exit door but they are in the open air.

They use only one door for entrance and exit. Plaza de Shalom and Don Lauro provides

an exit door to lessen contact of the customers. As said by Ms. Sarah, the manager of

Plaza de Shalom, “We provided signage for entrance and exit to minimize contact”. They

build their restaurants already have an entrance and exit door which is helpful to their

business to lessen the contact.

Alpinesignstudio.com (2016) stressed that businesses such as restaurants are

having entrance and exit in their establishment. In entrance door it is for the customers,

employees and any other person who want to enter the restaurants. During pandemic the

temperature and contact tracing is commonly see in the entrance door of the
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establishment that need to check and encode correct by the person entering the

restaurants for their safety. While the exit door is to avoid bottlenecks and let workers

and customers escape safely if there is an emergency like during this time of pandemic to

less closed contact.

Production Equipment for Staff or Employees

During the operation of the restaurants, equipment is one of the important

materials in the production. They are not only using one equipment but in different

types. The employees assign into the production use apron and face mask to maintain

cleanliness in the preparation of the product. Mr. Jestoni said, “Ah, naka-ano apron

tapos naka-face mask din sila.” Mr. Larry said, “The commonly used by the employees in

the production is the hair net, apron, gloves, face mask.”

The restaurants provide PPE (Personal, Protective equipment) for their staff or

employees that are assigned in the production of the restaurants. It is to make sure that

the food is clean and safe. The restaurants do not allow their employees not using the

proper equipment while doing production. The main equipment used in the production is

the apron, hairnet, gloves and face mask.

Compliancesigns.com (2020) stated that the food production requires many levels

of control to ensure the safety. That includes the PPE (Personal Protective Equipment) for

the food workers that assign the production of foods. It is used and regulation by the

restaurants to their employees to keep them safety and also their customers with the help
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of the food PPE. Personal Protective Equipment includes that gloves, aprons, hairnet and

also the facemask.

Good Sanitation Practices

The equipment used in the production is important to maintain the safety.

Restaurants sanitize their equipment in every after use. They clean all equipment used in

the production or preparation of the ordered food. Like what Mr Jestoni said,

“Pagkagamit, sanitize agad, basta pagkagamit nila, sinasanitize naman nila.” However,

it differs to the answer of the owner of Don Lauro. He said, “Before, during and after use

the equipment.”

After the use of the equipment in the production, the restaurants are responsible to

clean and sanitize properly to kill and avoid spread the germs and bacteria that would

cause danger to customers.

Findanaanswer.com (2021) said that cleaning prevent the spread of the bacteria

and viruses. It can beat the spread of the germs by the regularly disinfecting. There are so

many reason for cleaning the uses equipment in the production or preparing food it is to

ensure that all equipment is clean and safe.

Everythingwhat.com (2021) stressed that it is important to clean the equipment

such as knives, wooden spoons, spatulas, tongs and other equipment used in the

production of restaurants. Cleaning and sanitizing is important to clean and help stop

bacteria spreading to food. Particularly to wash them thoroughly after using them because

they could spread bacteria to the food preparing.

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Changes in Productivity

Due to the pandemic, one of the affected is the production of the restaurants and

because of that it caused many changes. Mr. Jestoni said, “Sa pagbabago, maraming

nabago.” The pandemic changes more on the production of the restaurants. Before

pandemic the production is busy to prepare the different dishes order by the customers

that want to eat in their restaurants in the rush hours. But during the pandemic, the

production is less because the dine-in of restaurants has a capacity, and more customers

want to deliver the food that they ordered. In addition, it also reduced some employees

because of the limited dine-in. Based on the statement of Mr. Larry, “Yes, there have a

changes in the production because our restaurants are reduce some of the cooker which

is before we have 5 person and 3 waiter but during the pandemic our cooker is only 1 or

2 and also our waiter.” The majority of the restaurants respondents encountered changes

in their production during the Covid-19 pandemic that caused to adopt and study on how

to survive.

Customers nowadays stay at home due to the Covid-19 outbreak. There has been

a surge in demand for food delivery service. Since the dine-in is no longer an option,

customers are turning to delivery to treat themselves during the days of social-distancing.

Majority of the restaurant switched to delivery service to stay afloat during the pandemic

(Prnewswire.com, 2020).
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According to Peňiarubia (2020), customers decide to stay at home and reduce

social interactions, food delivery becomes common. Some restaurants that previously did

not offer food delivery have begun to explore this business chance.

Production improvement

Since the Covid-19 pandemic caused more changes in the production of the

restaurants, they improve their production to survive their operational business. Some of

the restaurants improve their production on giving focus on the kitchen. The head waiter

of Casa Plaza said, “Oo, mas natutukan namin yung sa kitchen namin ngayong pandemic

sa catering kasi, humina ang catering namin. Edi yun nga, mas natutukan namin yung sa

kitchen restaurants namin.” They do not only offer the food but also offer service to the

customers in terms of catering. Casa Plaza decided to improve their production since their

catering is not in a good situation now. However, based on Ms. Sarah, “We are trying

new products to offer”.

The restaurants slated to lunch product that already in production and driving trial

is essential to any successful innovation. The restaurants industry is also struggling in the

time of Covid-19 pandemic. However, fast-food, fast casual and other restaurants are

already export in presenting new lunch and innovate product and flavor (Portell and

Thomas, 2020). In addition, Lightspeedhq.com (2020) said that the restaurants released

new product offered to their customers during the Covid-19 pandemic.

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Relationship with Supplier

Due to the lockdown caused by the pandemic, the suppliers are limited. Here in

the Sariaya the restaurants did not find any difficulty about their suppliers. The head

waiter of Casa Plaza and manager of Plaza de Shalom said, “No, were not having a

difficulty with our suppliers”. The owner of Don Lauro said, “No, the suppliers are

coming in our restaurants to offer the raw materials that need for the food offering”.

With those statements from the respondents, it is clear that restaurants did not encounter

any difficulty to their suppliers.

The restaurants head waiter, manager and owners did not experienced difficulties

about their supplier.

Suppliers are those who offer the raw materials to the businesses such as the

restaurants that match or exceed the needs of the businesses in their production. In the

suppliers of the raw materials that needed by the restaurants are deliver on time of the

production to avoid problem and difficult situation (M. infoentrepreneurs.org (2009).

3. Coping mechanism employed by the restaurants.

Other services aside from take-out and delivery service during pandemic

One (1) out of 3 restaurants is only offering take-out and delivery during this time

of pandemic. The head waiter of Casa Plaza said, “Wala na. Talagang take-out and

delivery lang”.
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Based on Lanz and Szymuski (n.d), some of the restaurants do not offer other

services to their customers, only take-out and delivery to become one of their source of

income during pandemic. The restaurants that previously did not have a take-out and

delivery option before pandemic have accepted the challenges and set out to change their

concepts with entirely new experience.

Using Contact Less Delivery Service.

The restaurants protect their delivery riders to prevent from the virus while

delivering the order of their customers. That’s why the restaurants give them some

protections and advice to always remember to use the contact less. The manager of the

Plaza de Shalom said, “Yes, to prevent spread the Covid-19 we use contact less delivery

option”. Similarly, the owners of Don Lauro “Yes. We are use some of the contact less

delivery service to protect our delivery”. They also give some of protection to their

delivery service to prevent catch the virus outside the restaurants, to go the other places

and encounter different person.

During the pandemic, the delivery service was often outside the restaurants

wherein they encountered different persons. That is why the managers gave PPE

(Personal Protective Equipment) for their riders prevent from the virus.

Fda.gov (n.d) said that FDA is sharing information about the best practices to

operate business such as restaurants in the delivery service to ensure the safety of

customers and the delivery employees. This addresses key considerations for how foods

offered to the customers can be safety handled and delivered, as well as key best practices
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for employee health, cleaning and sanitizing, and the PPE (Personal Protective

Equipment).

Maintaining Social Distancing in Food Production

The head waiter of Casa Plaza, manager of Plaza de Shalom and the owner of

Don Lauro are maintaining the social distancing in dealing with every employee,

clients and customers inside their restaurants to prevent spread of the virus. They

said, “By providing at least 2 meter distance and providing signage that will

remind of every clients”. They added, “Sinasabihan naman namin yung

employees namin na medyo lumayo-layo sila”.

The restaurants follow the social distancing 2 meters apart to lessen the contact to

the people entering in restaurants and put signage always remind them. It is one way to

lessen the fear of customers and to feel them confortable and protected while eating in the

restaurants.

Instantprint.co.uk (2021) pointed out that social distancing is a tried tested

measure for workplace to help combat coronavirus disease. The restaurants need to make

sure that their customers are kept two meters apart throughout the premises. To

accomplish this, the restaurants need to put health and safety signs in their workplace.

They are recommended to put one sticker every 1-2 meter apart of the location as per the

official guidelines. Lastly, they also need to complete a Covid-19 risk assessment and

display one of these posters to let customers and employees know that they are safe from

the virus.
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Adapting New Strategies

The manager of Plaza de Shalom found difficulty to cope with new strategies to

be used during the pandemic. Ms. Sarah said, “It is not difficulty at all. We just need to

become more resilient on changes and follow trend that we know will influence our

business in a good way”. However, it was opposite on the experience of the the head

waiter of Casa Plaza and wner of Don Lauro. They said “It is difficult for us. Because as

the owners of the restaurants we are need to adjust since the customers are also adjust”.

The majority of the restaurants adopt their new strategies to continuously operate

their business in time pandemic.They are coping and applying these new strategies in

order to survive with the operation

Coping Strategy to Keep the Business Running

The head waiter of the Casa Plaza, manager of Plaza de Shalom and Mr. Larry,

the owners of Don Lauro implemented the protocols of the government. They said,

“Nasunod lang kami, ano lang naman, talagang 7 to 7 o’clock nagsasarado na kami”.

According to Lopez (2020), the restaurants are allowed to stay open longer and

can accept dine-in customers on July 21, 2020 based on the released guidelines by the

Department of Trade and Industry (DTI). The food establishments are allowed to operate

until 11 p.m. in areas under the GCQ (General Community Quarantine) and MGCQ

(Modified General Community Quarantine). All restaurants and fast food business shall

be allowed to operate until 11 p.m. LGUs are enjoined to adjust curfew hours up to 12

midnight.
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4. Marketing Strategies Developed for Restaurants to Cope with Covid-19 Crisis

Table 2. Marketing Strategies Developed for Restaurants to Cope with Covid-19 Crisis

Activity Objective Persons Budget Performance

Involved Indicators

1. Price - Give bundle - To boost - Business - Giving - The

pricing their image owner, discounts restaurants
and to have employees, cost P8, 000 increased in
- Adopt the a way of and for one sales by 10%.
Psychological attracting customers month.
pricing customers.

- Give some
discounts for
customer
loyalty

2. Place - Put a sign - To find - Business - The - Customers

indicating the the owners, materials use will find the
location business employees, in signage to location of
easily for and put in the restaurant
- Put a the company outdoor of without any
complete and customer. that make restaurants is difficulty.
exact location signages stainless
on the social - To (1.5mm) with - The
media page continue the height of restaurants
business 10 inches and expected to
-Adopt take- operations. thickness attain
out and 2.7cm that between 10
delivery cost of P8, and 15
903.3 and takeouts or
additional, deliveries per
5,000 pesos day.
for the labor
cost.
3.Promotion - Adopt and - To attract - - There is no - As there is
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use the social the Marketing cost for the pandemic,

media attentions manager or promotional many people
(Facebook, of employees using social increase in
Twitter and customers and media. social media
Instagram) and turn customers engagement
social by 18%. This
media will help the
users into business
customers. easily get
attention and
attraction
from
customers.

4. Process - Provide - To protect - Business

- During 100% of the
PPE employees owners,
pandemic the employees
(Personal especially employees
restaurants wear PPEs
Protective in the time and owners during
Equipment) of customers
provide PPE service
pandemic. and face
mask, face
sheild,
gloves,
aprons and
hairnet that
cost of P4,
646 in 30
days.
5. People - Give - To give - HR - The 8 hours - 100% of the
employees more manager training and employees
trainings and knowledge and webinar of all attend and
webinar for and employees restaurants apply their
free. information employees learnings in
to the cost P6, 000. operations
employees.
6. Physical - Implement - To - Business - The total -
digital minimize owners, budget in Implementing
Evidence ordering contact and employees payment digital
avoid the and system is ordering will
- Provide an spread of customers P20,000 increase the
entrance and virus. number of
exit - The sliding customers
door for between 6%
entrance and and 9%.
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exit door cost

P11, 100.
7.Productivity - Implement - To have - Business - -
and use an easy, owners Implementing Implementing
technology fast and and the and using
equipment safe employees technology technology
and safety production. equipment equipment
materials and safety and safety
materials in materials will
restaurants help
cost of P11, employees to
000. decrease in
serving time
by 10
minutes.

Marketing strategy is a long term planning of the restaurants business goals that

wants to achieve. It is important to choose well the specific actions to consolidate the

reputation of products and services. The reason why the researchers created strategies is

that it could help restaurants industry to keep their business continuously operate and

survive during this time of pandemic. The business nowadays faces the hard time and

difficulty to adopt and adjust the new normal of their operation and apply new marketing

strategies for their restaurants.

The recent global pandemic has forced businesses including the restaurants to

shut down their operational. In the early of 2020 when the pandemic comes, there are so

many changes happen particularly in the restaurants operation. The owners had

difficulties to find the best solution on how to operate their business to give service to

their customers and bring back their employees. In order to know their situations and to

determine the recovery strategies to help them, the researchers identified the weaknesses
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of the restaurant’s owner by conducting an interview wherein their statement were used

to find how and where the researchers focused to help them. They used the marketing

strategies which are price, place, promotion, process, people, physical evidence,

productivity, in coping up to survive and continue with their business operation during

this time of pandemic.

First is price. Raw materials increased such as the meat, fish, vegetable and other

ingredients that the main needed in the production of restaurants. It was the reason why

the restaurants decided to increase their food price which caused different reactions from

their customers. They needed to give bundle pricing and adopted the nine ending price

and discounts for the customer’s loyalty. It boosted their image and to have a way for

attracting customers. The business owners, employees and customers are the persons

involved for the price strategies. The restaurants’ budget for giving discounts to their

customer costs P8, 000.00. The bundle pricing helped the restaurant increase in sales and

attract customer. Offering the nine ending price gets the attention of the customer and

giving discounts attracted more people to be the potential customer and will keep

customer regular on restaurant. Restaurants are giving some discounts to always choose

their services especially during occasions such as birthdays to make them feel special.

Second is place. There are customers who are unfamiliar in the location of the

establishment that’s why researchers suggested to the respondents to put a sign indicating

the location to easily find by the customers and by putting complete details on the social

media page. In addition, they also adopted take-out and delivery as one source of income

and hired workers for the delivery service. The persons involved for the place strategies
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are the business owners, employees, and company that make signages. Putting out an

outdoor sign using materials that are quite good cost P8, 903.30 and another P5, 000.00

for the labor cost with the total of P13, 903.30.

Third is promotional strategy. Social media is the best and most way to promote

the restaurants business. During pandemic, the attention of the customers focused on the

social media that’s why the restaurant’s owners needeed to adopt and use the social

media such as Facebook and Instagram to advertise their products and services. For the

promotion strategies, the persons involved are the marketing manager or employees and

customers. Typically, business owners utilize social media to do business and promote

their products. There is no cost for promoting using social media.

Fourth is the process. During delivery, restaurants protect their customers and

delivery service. They provide PPE (Personal Protective Equipment) for their employees

and to feel that they are important. Aside from that, they also need to provide protection

for their delivery service from the virus, give them free mask, alcohol, and other

protection. Business owners, employees and customers are the persons involved for the

process strategies. The amount spent for providing PPE for their employees and others

safety materials cost of P4, 646.00 in one month.

Five is people. The owners of the restaurants need to provide and encourage their

employees to attend trainings and webinar for free that would give them additional

knowledge on how to properly work and assist the customers. They also give them

knowledge on how handling customer’s complaints about the products and services
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offered by the restaurants. HR manager and employees are the persons involved for the

people strategies. They provide 8 hours training and webinar to employees with a total

cost of P6, 000. 100% of the employees attended and applied their learnings in operation.

Six is the physical evidence. The restaurant’s owners implement digital ordering

to take the customer orders and digital payment to pay their bill without having a closed

contact and provide an entrance and exit. It is to avoid having contact from the customers

and employees. The business owners, employees and customers are the persons involved.

The total budget for implementing digital ordering and payment system is P20, 000.00

and P11, 100.00 for providing entrance and exit. In implementing digital ordering, it

increased the number of customers between 6.2% and 8.8%.

Lastly strategy is the production. The restaurant’s owners implemented and used

technology equipment and safety materials to lessen the serving time by 30 minutes. The

persons involved are the business owners and employees and the technology materials

cost P11, 000.00.

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CHAPTER V

Summary of Findings, Conclusions and Recommendations

This chapter presents the summary of findings based on the Chapter IV as well as

the conclusions based on the summary of findings. Lastly are the recommendations in the

conclusions.

Summary of Findings

The study focused on the responses of three (3) respondents who were the head

waiter, manager and owner of the restaurants in Sariaya, Quezon. The following findings

were based on the analysis of the data gathered:

1. Based on the gathered information, restaurants in Sariaya, Quezon differed from the

type of establishment and in terms of food service, private structure, casual dining and

catering. One of the respondents offered products such as noodles and some dishes with a

service of weddings, birthdays and baptismal. One restaurant offered appetizer, main

course and desserts together with table service and assisted service while the last

respondent offered different type of food. During the pandemic, all three restaurants

lessened its income up to 50%, number of employees also decreased and only the regular

workers stayed.

2. As a result of pandemic, restaurants used best practices of marketing strategies to

continuously operate their business. They used safe food handling and consumption in

order to have a safe and clean production of food. They adopted take-out and deliveries
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for a more flexible and continuous operation of the business. Due to the pandemic, social

media have been great help to promote their product and services. To avoid and minimize

the spread of the virus, restaurants limited the dine-in as well as employees keep the place

sanitize and clean.

3. Restaurants are adopting a new strategies to survive in the time of pandemic. One of

the selected restaurants strategies used is to provide or to offer take-out and delivery

because dine-in was limited. They provided PPE (Personal Protective Equipment) for the

safety of their delivery employees to protect them from catching the virus and to protect

their customers. They also followed the trend where the customers wanted to try

something new. More importantly is to continuously operate business, to know and

follow the safety protocols such as wearing face mask and face shield, having alcohol,

checking the temperature, contract tracing and other safety protocols that implemented by

the government and approved by the IAFT and to operate the restaurants during this time

of crisis.

4. During the pandemic, one of the affected establishments is the restaurants. They use

marketing strategies to continue to run and operate their business and to survive. These

are long term planning of the restaurant’s business goals that wants to achieve, be their

guide to identify and know their goal during pandemic and have knowledge and ideas on

the best actions to use. Marketing strategies include price, place, promotion, process,

people, physical evidence and productivity. First is price. The restaurants gave some

promos such as bundle pricing, nine-ending pricing and discount that would boost the

attention of customers that cost of P8, 000. Second is place. Put some sign indicating the
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location of the restaurant to easily find by the customers that cost of P13, 903.3 for the

materials used and labor. Owners adopted take-out and delivery. Third is the promotion.

The attention of the customers focused on the social media such as Facebook and

Instagram. One of the best and effective ways to promote the business is to adopt the

social media and to update their customers about the offered product and service of the

restaurants during the pandemic. Using the social media for promotion has no cost.

Fourth is process. To protect the delivery, employees and customers, restaurants are

responsible to provide PPE (Personal Protective Equipment) to ensure their safety. The

cost for PPE and other safety protection cost of P4, 646 for one month. People are the

fifth strategies that will be helpful to the owners of restaurants during the pandemic. The

owners of the restaurants need to provide and encourage their employees to attend

trainings and webinar for free to boost their knowledge on how to properly work and

handle complaints. For the 8 hours of training and webinar, the restaurants spent P6, 000.

Six is the physical evidence. Owners implemented digital ordering to take the customers’

orders and digital payment to pay their bill which cost of P 20, 000 and provide entrance

and exit door to avoid closed contact between the employees and customers to protect

them both with the total cost of P13, 903.3. Lastly is the productivity. The restaurants

implemented and used the technological equipment for every individual employee to

make it easier and safer and it P11, 000.

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Conclusions

Based on the statement of the problem, the following conclusions were drawn by

the researchers:

1. In terms of the background of restaurants, the three restaurants differed from the type

establishment. One of them offered products such as noodles and some dishes with

different services, the other one offered appetizers, main course and dessert with table

and assisted services while the last one offered different type of foods. Due to covid-19

pandemic, the restaurants income decreased into half and employees reduced.

2. Based on the restaurants’ marketing strategies, the researchers came to the conclusion

that they used best practices to enable them to continue their business operation.

Restaurants promoted their products/services on social media and implemented a take-out

and delivery operation to go through many changes in their production process.

3. In regards to coping strategies employed by the restaurant to survive during pandemic,

it caused more changes to its operation. They needed to adopt the changes and coped

some of new strategies to survive. The three (3) restaurants used take-out and delivery

being one of their strategies due to the 50% capacity for dine-in. They followed the safety

protocols such as (wearing masks, face shields, and including sanitizing, maintaining

social distancing, checking temperature, personal information and the cleanliness within

the facility of the restaurants) as protections of the customers, employees and business

from getting the virus. Therefore, these coping strategies of the restaurants owners such
 135

as adopting take-out and delivery and follow the safety protocols were effective for the

recovery of their business operation due to the pandemic.

4. The researchers identified the 8Ps being one of the effective strategies to continue and

survive the business operation during pandemic. These consist of price, place, promotion,

process, people, physical evidence and productivity. Price, the value of the

product/service that offer to the customers, promote and adopt the bundle pricing, nine-

ending pricing and give some discounts for the loyalty of the customers that will get their

attention. Place indicates or puts some exact location on the social media page for easy to

find adopt the take-out and delivery. Promotion focuses on social media while Process

protects the delivery service and customers using the proper wear of PPE (Personal

Protective Equipment) and other safety protection from the virus. People are provided

training and webinar for free to add their knowledge and boost their skill. Physical

Evidence implements digital ordering and payment and provide entrance and exit door

for less closed contact. Lastly, Productivity uses the technological equipment for easy and

fast production. Therefore, the researchers concluded that despite of the pandemic. These

strategies would help to the businesses to survive and continuously operation of

restaurants in a new normal.

Recommendations

Based on the information gathered, the following recommendations were made:

1. Owners of restaurants must be determined to continuously develop their price

strategies such as give some discounts during seasonal like Christmas, New Year
 136

and other special seasons and for the customers’ loyalty to make their business

successful in the future.

2. Owners of restaurants need to cope-up with the new government protocols and

regulations while operating their business during the time of pandemic and even

after the crisis.

3. Restaurants owners need to provide free seminars and training for their employees

to give them enough knowledge and improve their skill in handling the future

problem they will encounter aside from the pandemic.

4. Restaurant owners should provide great marketing strategies through the use of

social media in advertising the product in the most effective and efficients ways

possible.
 137

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APPENDICES
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APPENDIX A

Letter of Approval
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APPENDIX B

Letter of Validation

Business Name:

Date:

Dear Participants,

We, the Bachelor of Science in Business Administration students of CSTC

College of Sciences, Technology and Communications, Inc., are currently

conducting a marketing research entitled “Coping with Covid-19 Crisis:

Marketing Strategies for Restaurants in Sariaya, Quezon” as partial fulfilment

in our subject. We ask for your permission to allow us to gather information with

regards to the marketing strategies of your restaurants in coping up with Covid-19

crisis.

Note: All the information that you will provide will be treated with utmost

confidentiality and we will assure that it will be only used in this research study.

Respectfully,

The Researchers

Cortez, Xzyrell R.

Embradura, Shella Mae P.

Garcia, Tricia Mae V.

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APPENDIX C

Interview-Guide Questionnaire

Instructions: Kindly answer the following questions based on your best

knowledge and belief. Thank you for the cooperation.

I. Background of Restaurants

1. What is the type of your establishment?

2. What are the products and services do you offer?

3. How much is your monthly income before and during the Covid-19 pandemic?

4. How many employees do you have before and during the Covid-19 pandemic?

II. Products

1. Do you have best practices in providing your products that cover safe food

handling as well as employee’s health?

2. Before preparing your products, what practices do you usually used to make

sure that your products are safe for consumption?

3. In preparing your products, how and when workers in food production must

wear face covering to prevent exposure to covid-19?

4. During this pandemic, how often do you sanitize all your equipment and tools

before preparing your product?

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5. During the Covid-19 pandemic, does satisfying your customers through your

product have been one of your problems?

6. During the Covid-19 pandemic, is there any customers complained about your

products? If there, what is the usual complain in your products?

7. Due to the pandemic that we are experiencing today, is there a shortage in your

supply? Are you having difficulties providing your product due to the lack of raw

materials?

III. Price

1. During to this pandemic, do you usually have customers complaining when the

product is expensive?

2. Did you remove some of your products that have been affected by the price

hike of other raw materials?

3. Has your profit been reduced by an increased price of other raw materials that

also affect the price of your product?

4. Has it been difficult for you to raise prices despite of the pandemic?

5. Did the increase in the price of your product have a big impact to your

customer to find another replacement for the same product?

6. Has it been difficult for customers to purchase your product because of the

price difference before and during the pandemic?

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IV. Place

1. Is your place accessible to all the customers?

2. Are there customers who find your restaurants difficult to find?

3. Do you find it difficult to customers when your location or area of business has

a positive patient from Covid-19?

4. How do you handle your customers struggling to access your product caused by

Covid-19?

5. What practices do you have in your place to sanitize all the facility and

equipment?

6. Due to the implementation of social distancing, did it result in having fewer

customers as there is a change in your area of serving?

7. Due to pandemic, dine-in was stopped or limited. Do you offer take-out and

delivery service?

8. Do you offer a home delivery for the customers? If not, are you willing to adapt

it?

9. Is your business having difficulty in terms of distributing your product to the

customer because delivery is now more frequent than dine-in?

V. Promotion

1. Are you having difficulties promoting your products due to Covid-19?

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2. Amidst of the Covid-19 crisis, how does your business promote your product?

3. Did you offer your business product in online as a new strategy?

4. What social media your business prefers to use in promoting your product?

5. Is the cost of your promotional strategy sometimes becomes a problem to your

business?

6. Does your business provide enough time to focus on your promotional

strategies?

7. Due to pandemic, your business went bankrupt. Do you still have a budget for

promoting your business?

VI. Process

1. What changes in your process since the pandemic from production to delivery?

2. How do you interact with your customers when taking their orders during this

pandemic?

3. In the face of Covid-19, consumer behavior is changing dramatically, what is

the best strategy do you use to change customer behavior in the midst of the

pandemic?

4. How do you handle your customer’s complaints?

VII. People

1. Do you manage the attitude or personality of your staff workers?

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2. Does the staff of yours neatly dressed to acknowledge by the customers that

they are your workers?

3. How do you ensure the safety of your staff in terms of delivering? Do you have

any equipment that keeps them safe?

4. When your staff temperature exceeds at 37 degree, do you still allow them to

work?

5. What practices does your restaurant do to protect your employees and continue

operations?

6. What are the protocols of your restaurant when one of your employees becomes

ill with covid-19?

VIII. Physical Evidence

1. Do you have a spacious parking space for your customers that want to stay for

a while in your restaurant?

2. Do you allow smokers in your restaurant? Do you have an open air zone for

them?

3. How many times does your restaurant clean the facility to prevent the spread of

Covid-19?

4. How many times do you decorate your restaurants to have a new and fresh look

for the customers?

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5. Have you implemented a digital ordering or payment system at your restaurant?

6. Do you always ensure that the customer’s temperature and personal

information are obtained before entering?

7. Are you strict with customers who do not adhere to the health guidelines?

8. Did you provide an entrance and exit to minimize contact?

IX. Productivity

1. What equipment does your staff use especially in production?

2. How often do you sanitize the equipment you use in food production?

3. Has there been a change in your productivity due to pandemic? If there, did you

have a hard time with the changes?

4. Have you improved your production equipment since the pandemic?

5. Due to the pandemic, did you have difficulty with your supplier?

X. Coping Strategies Employed by the Restaurants

1. Are there any other services you do aside from take-out and delivery service

during this pandemic?

2. Does your restaurant use contactless delivery services to avoid or minimize the

spread of Covid-19 pandemic?

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3. How do you maintain social distancing in food production where employees

work within close distance?

4. How difficult it is to adapt new strategies to survive your business in pandemic

crisis?

5. During the new normal, there are limited operation hours for businesses. What

strategies you cope in this problem to keep running your business without

committing violation?

XI. Marketing Strategies Developed for Rrestaurants in Coping up with the

Covid-19 Crisis
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APPENDIX D

Responses of the Participants

I. Background of the Study

Type of Establishment

“Ah, food service, pwede ring catering.” (Mr. Jestoni Tañazana, Head Waiter of

Casa Plaza)

“Establishment type is private structure, casual dining restaurant and catering

services.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

“Service is the type of our restaurant establishment.” (Mr. Larry B. Gaylen,

Owner of Don Lauro)

Products and Service Offer

“Meron kaming a, sa services, may mga pwedeng weddings, a package na iyon.

May birthday tapos mga ano pa ba? Binyag tapos yun nga foodservice atsaka a,

mga products, mga noodles tas meron ding mga dishes.”(Mr. Jestoni Tañazana,

Head Waiter of Casa Plaza)

“We provide different variety of food like from appetizer, main course (meat,

poultry, seafood) to desserts. Services we are table service and assisted service.”

(Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

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“Our business offer a different types of foods.” (Mr. Larry B. Gaylen, Owner of

Don Lauro)

Monthly Income Before and During Covid-19 Pandemic

“Income nitong restaurant during the non-pandemic is a about mga 20k, a let’s

say 15k, 15k pataas. Tapos nung nagka-pandemic na, mga 10k na lang, minsan

5k-10k ganun.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“Income is less during pandemic.” (Ms. Sarah Mae Castro, Manager of Plaza de

Shalom)

“Before pandemic the monthly income our restaurants is 50,000 but during this

pandemic the income is only 15,000 only.” (Mr. Larry B. Gaylen, Owner of Don

Lauro)

Employees Before and During Covid-19 Pandemic

“Ah, nung wala pang pandemic, bale 6 lang totally. Kasi yung iba namin mga

extra lang mga 10, 10 kami totally ditto tas yung regular namin 6. Tapos ngayong

pandemic, a ganun pa din naman, 6 pa rin kami edi yung napasok na lang is yung

regular na lang. Wala na lang yung ibang extra, may extra man kami mga 2 lang

ganun.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“We have seven employees before pandemic then four at the present.” (Ms. Sarah

Mae Castro, Manager of Plaza de Shalom)

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“Before pandemic our employees is 25 but during pandemic it is only 7 workers.”

(Mr. Larry B. Gaylen, Owner of Don Lauro)

II. Product

Safe Food Handling as well as Employees’ Health

“A, yung sa mga product, totally ngayong pandemic kelangan talaga malinis,

kalimitan talaga sa products. So baka di natin alam yung mga bacteria sa foods

mga ma-contaminate. Di yon, halimbawa sa mga gulay laging hugas, laging may

cover, ganun. Para mas maging maayos yung mga pag hahandle ng mga product,

mga foods namin.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“We always practice and follow standards of safe food handling from purchasing

to servicing. We also make sure that employees are in good condition.” (Ms.

Sarah Mae Castro, Manager of Plaza de Shalom)

“Yes. Our restaurants providing the best practice.” (Mr. Larry B. Gaylen, Owner

of Don Lauro)

Practices that Uses Safe Consumption

“Bago magprepare ng foods namin kelangan muna yung sa personal hygiene

muna namin, kelangan laging malinis, hugas lagi ng kamay tapos kelangan a,

make sure namin na mga products din ay kailangan malinis din. So mostly

ganun.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

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“We follow the standard safe food handling. This includes the proper purchasing,

cleaning, storing and serving products.” (Ms. Sarah Mae Castro, Manager of

Plaza de Shalom)

“The practices that usually used of our restaurants to make sure that our product

are safe is washing the raw materials like meat, fish, vegetables and more on. And

we are make sure that foods are in properly cooked.” (Mr. Larry B. Gaylen,

Owner of Don Lauro)

In preparing products, how and when workers in food production must wear face

covering?

“Kelangan ano, face mask, face shield tapos kelangan pati a, sa oras ng trabaho

tsaka sa paglabas din. Talagang naka-personal mask”. (Mr. Jestoni Tañazana,

Head Waiter of Casa Plaza)

“Wearing mask all the time is necessary and required in working area. We also

do wear face shields when there are clients.” (Ms. Sarah Mae Castro, Manager of

Plaza de Shalom)

“Our workers are wearing their facemask before, during and after cooking for

the safety of the customers and also the workers.” (Mr. Larry B. Gaylen, Owner

of Don Lauro)

Sanitation of Equipment/tools Before Preparing Products

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“Before and After. Before gamitin saka after gamitin. Sanitize lagi.” (Mr. Jestoni

Tañazana, Head Waiter of Casa Plaza)

“All the time and every after use. We believe doing sanitation regularly will help

prevent the spread of the virus.” (Ms. Sarah Mae Castro, Manager of Plaza de

Shalom)

“During this pandemic, sanitation in all equipment that use in our restaurants are

sanitize on before and after use.” (Mr. Larry B. Gaylen, Owner of Don Lauro)

Product Satisfaction During Pandemic

“Hindi masyado. Pag sa customer naman, konti, kasi dati mas madami yung

customer ngayong pandemic mas kakaunti kaya medyo may konting problema sa

customer. Pero ngayon namang natagal-tagal ay medyo naayos-ayos naman. Sa

ngayon naman ay naging okay na.” (Mr. Jestoni Tañazana, Head Waiter of Casa

Plaza)

“Not at all.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

“Not a further at all. We make sure that we align our service to the needs of our

restaurants.” (Mr. Larry B. Gaylen, Owner of Don Lauro)

Customers Complaints about Products During Pandemic

“Ah, minsan meron. Mga nagkakaproblema sa foods at sa halimbawa sa lasa.

Kalimitan nasa lasa, minsan maalat. Minsan kasi iba-iba ang customer e, minsan

ayaw ng may matamis na matamis lalo na pag senior tsaka sa maalat. Ganun
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yung kalimitan na ano, na-encounter namin sa mag customer.” (Mr. Jestoni

Tañazana, Head Waiter of Casa Plaza)

“None.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

“During the pandemic our restaurants did not encounter any complained about in

our products. But if their having complain in the future we are responsible to

resolve it in a properly way.” (Mr. Larry B. Gaylen, Owner of Don Lauro)

Shortage of Supply and Difficulty in Providing Product Due to Pandemic and Lack of

Raw Materials

“A, shortage, sa ngayon naman wala. Ngayon naman yung mga ano naming sa

supplier naman ano, saktohan lang naman. Kasi ganun nga pandemic, hindi

masyadong madami iyong customer kaya ang kinukuha naming sa products, sakto

lang. Hindi kami nag-shoshortage. Ayun.” (Mr. Jestoni Tañazana, Head Waiter of

Casa Plaza)

“Some of the time yes, we are having difficulties with providing the products most

especially with ones being purchase outside our area due to unstable restrictions

of current situation.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

“There is no any shortage in our supply. Sa katunayan nga ay nag uunahan pa

sila na pumunta dito sa aming restaurants para mag-alok ng kani-kanilang mga

product that related in our offering products. Minsan nga may mga free pa sila

like facemask and alcohol.” (Mr. Larry B. Gaylen, Owner of Don Lauro)
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III. Price

Having Complaints about Product being Expensive During this Pandemic

“Ahh, meron naman. Experience, meron naman experience kami pero di naman

ganun kadami. Mga isa, dalawa kasi yung iba kasi hindi alam na ganun yung

aming foods na halimbawa e, kasi ano ang mahal ng bilihin kaya yung aming

product, a medyo mataas siguro hindi nila maano na yung price namin ay ano

mataas din. Kasi nga sa mahal ng bilihin, di rin nila alam na ano yung foods

naming ganon.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“There are no complaints from our customers during this pandemic even if our

product is pricey.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

“There are some complaints, but all in all they understand because some of the

raw materials that use in food increase the price such as pork, beef, and fish.”

(Mr. Larry B. Gaylen, Owner of Don Lauro)

Product Removal because of Price Hike of other Raw Materials

“Oo, nagreremove kami. Hindi naman totally every month, a pag nagtaas lang ng

presyo ng bilihin. Totally parang yearly, yearly naman kami nagbabago. Kasi

nagbabago kami ng price pag halimbawa tumaas sya yearly, tapos pag bumaba,

binababaan din namin.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“No we don't. Clients also make adjustments if they know the products are worthy

of the price.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

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“No. we did not remove some of our product, but since that pandemic come most

of the customers do not order expensive foods with expensive ingredients.” (Mr.

Larry B. Gaylen, Owner of Don Lauro)

Profit Reduced by Increased Price of Raw Materials which also Affect the Price of

Product

“Parang ganun din. Same lang din. Kasi sa pagtaas naman ng price, sa pag ano

pala ng mismong kita din. Yun same lang. Hindi naman, wala naman.” (Mr.

Jestoni Tañazana, Head Waiter of Casa Plaza)

“No. Profit of a product didn't change because we are adjusting the prices when

a raw materials is consistently increasing on its price.” (Ms. Sarah Mae Castro,

Manager of Plaza de Shalom)

“Our profit reduced during this pandemic, because of the increasing the price of

the raw materials.” (Mr. Larry B. Gaylen, Owner of Don Lauro)

Difficulties in Raising Price Despite the Pandemic

“Hmm. Oo naging mahirap. Kasi ang mga customer namin, kalimitan kasi

nagtitipid yan tapos yung cost ng product mo pa mataas, syempre aangal sila

kaya ngayong pandemic mahirap talaga maka-ano ng customer. Pero yung iba

naman talaga mayayaman, kaya afford nila.” (Mr. Jestoni Tañazana, Head

Waiter of Casa Plaza)

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“No. Despite the pandemic, raising cost has not been difficult for us.” (Ms. Sarah

Mae Castro, Manager of Plaza de Shalom)

“Yes, because when we increase the price, the customers will not come to.” (Mr.

Larry B. Gaylen, Owner of Don Lauro)

Customers’ Finding Replacement with the Same Product Due to Increase of its Price

“Ah, yung regular customer naman namin hindi. Pero may iba lang siguro kasi a,

hindi nila afford yung price. Na halimbawa ganun lang yung kanilang pera, kaya

yung iba umaalis. Kaunti lang naman ang ganon, hindi lahat. May ilan lang.”

(Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“No. Even the price increase there is no significant influence on our customer to

find a substitute.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

“Yes, some of our customers are find another product that same offer of our

restaurants due to the expensive price.” (Mr. Larry B. Gaylen, Owner of Don

Lauro)

Difficulties of Customers in Purchasing Product Because of Price Difference Before and

During Pandemic

“Ngayon kasi hindi pa kami nagtataas ng price kahit ngayong pandemic. Kasi

ganun pa rin yung price namin kahit nung wala pang pandemic, kaya hindi ko pa

masabi.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

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“For some of our regular clients, yes.” (Ms. Sarah Mae Castro, Manager of Plaza

de Shalom)

“Not really, because more on the customers are understand and expected that the

price of the foods now during the pandemic is increase.” (Mr. Larry B. Gaylen,

Owner of Don Lauro)

IV. Place

Place Accessibility

“Accessible naman, kasi kalapit kami ng bayan dito tapos sa simbahan.Mataong

lugar.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“Yes, it is located in town proper.” (Ms. Sarah Mae Castro, Manager of Plaza de

Shalom)

“Our location is accessible for the all of our customers.” (Mr. Larry B. Gaylen,

Owner of Don Lauro)

Customer’s Difficulties in Finding the Restaurant

“Ah, hindi naman. Madali naman makita itong restaurant. May iba lang na

natawag na bago, yung hindi taga-rito sa Sariaya, nagtatanong talaga kung saan

ba. Yun lang.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“No, our restaurant is not difficult to find for our customer.” (Ms. Sarah Mae

Castro, Manager of Plaza de Shalom)

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“No, since I am in the business for more than 20 years and choosing the best

location for our restaurants is already I know. “ (Mr. Larry B. Gaylen, Owner of

Don Lauro)

Customers’ Difficulties when Location of Business has a Positive Patient of Covid-19

“Hindi naman. Wala pa dito, kasi sa malayo naman kaya hindi ko pa na-

experience yan na may Covid sa malapit.” (Mr. Jestoni Tañazana, Head Waiter of

Casa Plaza)

“No. Since LGU's have their promt response in terms of isolation of Covid

positive patients.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

“Not really, as today were not affected to that, because we are make sure to keep

the safety.” (Mr. Larry B. Gaylen, Owner of Don Lauro)

Handling Customer Struggle in Accessing the Product caused by Covid-19

“Madali lang naman. Minsan naman kasi sasabihin naming sa highway na lang,

sa apple bakery, pupuntahan namin. Iguguide namin sila dito papunta, ganun na

‘yon. Minsan, ganun yung kalimitang ginagawa namin. Gina-guide na lang yung

ibang hindi alam.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“We do offer deliveries and online transactions.” (Ms. Sarah Mae Castro,

Manager of Plaza de Shalom)

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“Now, one of the restaurants know in Sariaya Quezon in our restaurants that’s

why it is also already know where it to find.” (Mr. Larry B. Gaylen, Owner of

Don Lauro)

Practices in Place in Sanitizing the Facility and Equipment

“Ah, pag bukas palang namin ng restaurant sanitize na muna kami, alcohol then

clean the area tapos yung labas kelangan malinis din. Yun, sanitize the area.”

(Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“We do have twice a month general cleaning, everyday sanitation of the dining

area and fogging. We sanitize comfort rooms, also the eating utensils everyday.”

(Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

“By cleaning the equipment before and after use.” (Mr. Larry B. Gaylen, Owner

of Don Lauro)

Take-out and Delivery Service

“A, nag-ooffer kami ng take-out and deliveries. Pero may dine-in pa din naman.

Limited na lang yung person sa loob.” (Mr. Jestoni Tañazana, Head Waiter of

Casa Plaza)

“Yes, we do takeout and delivery.” (Ms. Sarah Mae Castro, Manager of Plaza de

Shalom)

“Yes, we are already offer take-out and delivery service to continuously run our

restaurants.” (Mr. Larry B. Gaylen, Owner of Don Lauro)

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Offering Home Delivery

“Nag-dedeliver naman kami sa bahay-bahay ng customers.” (Mr. Jestoni

Tañazana, Head Waiter of Casa Plaza)

“Yes, we deliver to our customer home.” (Ms. Sarah Mae Castro, Manager of

Plaza de Shalom)

“We are delivery food for our customers.” (Mr. Larry B. Gaylen, Owner of Don

Lauro)

Difficulty in Distribution of Product to Customers

“Ahh, hindi naman sya naging mahirap. Kasi ganun pa rin, mas marami na lang

din talaga yung delivery kesa sa dine-in noong last year pero ngayon naman ay

sakto na.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“No, were not having trouble distributing our products.” (Ms. Sarah Mae Castro,

Manager of Plaza de Shalom)

“There is no difficulty to deliver our product to the home of customer, but always

wear and follow the safety protocols.” (Mr. Larry B. Gaylen, Owner of Don

Lauro)

Social Distancing Cause a Fewer Customers

“Oo. Kelangan may social distancing sa dine-in, tapos may limited pa yung

customer mo na kelangan sa loob. Yung samin 12-15 person lang kelangan namin

dito.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

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“Yes it did.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

“Yes. Because to ensure the social distancing in our restaurants we decided to

reduce some of the tables which is almost 50%.” (Mr. Larry B. Gaylen, Owner of

Don Lauro)

V. Promotion

Difficulty in Promoting Products due to Covid-19

“Hmm,oo. Due to the Covid-19, nag promote kami ng mga products sa aming

page. Mga foods namin na medyo pinost namin, may iba-iba nagpost lang dun sa

page namin. Kasi ang hirap talaga nung time na ‘yon na maka-ano, kuha ng

customer.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“No, with the help of social media it is very easy to promote products we are

offering since most of the people uses Facebook, Instagram and others.” (Ms.

Sarah Mae Castro, Manager of Plaza de Shalom)

“There is no difficulty to promote of our product. We are promoting our

restaurants using the internet.” (Mr. Larry B. Gaylen, Owner of Don Lauro)

Promoting Products

“Yun na yun. Meron kaming page na Casa Plaza.” (Mr. Jestoni Tañazana, Head

Waiter of Casa Plaza)

“Through social media.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)
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“We use the internet or social media to promote our products.” (Mr. Larry B.

Gaylen, Owner of Don Lauro)

Offering Product Online as a New Strategy

“Yun, may page kami ng Casa Plaza, Facebook page. Wala pa kaming Twitter o

Instagram.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“Yes, as a fresh tactic we sell our products online.” (Ms. Sarah Mae Castro,

Manager of Plaza de Shalom)

“Yes. We are promoting in the social media.” (Mr. Larry B. Gaylen, Owner of

Don Lauro)

Social Media Prefer in Promoting Product

“Facebook na nga.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“Facebook.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

“The social we use to promote our product is Facebook and the messenger.” (Mr.

Larry B. Gaylen, Owner of Don Lauro)

Promotional Strategy Costs Become a Problem

“Ah, hindi naman. Hindi naman naging problema.” (Mr. Jestoni Tañazana, Head

Waiter of Casa Plaza)

“No, the cost of our promotional campaign does not become problem to our

company.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

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“No. because we are already have budget for the promotional expenses.” (Mr.

Larry B. Gaylen, Owner of Don Lauro)

Enough Focus of Time on Promotional Strategy.

“During pandemic talaga, naka-pokus kami dun sa promotional sa page. Pero sa

ngayon naman parang medyo normal lang kaya hindi naman masyado, pero nag-

aano pa rin kami sa page, nagpopromote.” (Mr. Jestoni Tañazana, Head Waiter

of Casa Plaza)

“Yes, we provide ourselves adequate time to concentrate on our promotional

strategies.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

“No. because sometimes we are focusing in the other activities in our

restaurants.” (Mr. Larry B. Gaylen, Owner of Don Lauro)

Having Budget on Promoting the Business When Goes Bankrupt

“Kung sakali naman siguro, meron sila.” (Mr. Jestoni Tañazana, Head Waiter of

Casa Plaza)

“If needed,yes.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

“Since we started to operate business we did not encounter any bankruptcy.”

(Mr. Larry B. Gaylen, Owner of Don Lauro)

VI. Process

Pandemic Changes in Process from Production to Delivery

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“Sa delivery, during the pandemic nagbago kasi nga, yun, yung mga, halimbawa

sa customer delivery is bahay-bahay. Nagdedeliver nga kami, a, nagbago sya

then yung bayad nila nakalagay na sa labas, kukunin na lang namin. Kasi during

nga nun talagang bawal pa ang lapitan. Maraming pagababago.” (Mr. Jestoni

Tañazana, Head Waiter of Casa Plaza)

“It is almost the same but with the use of PPE's Protective Personal Equipments

also by maintaining physical distance.” (Ms. Sarah Mae Castro, Manager of Plaza

de Shalom)

“We deliver the food to customers door to door which is just the same before the

pandemic.” (Mr. Larry B. Gaylen, Owner of Don Lauro)

Interaction with the Customer during Pandemic

“Ah, social distance tsaka naka-face mask. Tapos may barrier naman kami, bale

yung sa dining pag may na-order o na take-out meron kami ditong barrier

naman.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“By following the derivativee given by IATF and discussed by DTI like register

upon entering the establishment, reduce seating capacity of the area,provide at

least 2 meters distance, wash and sanitize hands, and wear face mask and face

shield.” (Ms. Sarah May Castro, Manager of Plaza de Shalom)

“Using the telephone that provided for the business and also the messengers. (Mr.

Larry B. Gaylen, Owner of Don Lauro)

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Best Strategy in Customer Behavior

“Ah, yun. May mga customer din na, syempre sa kaligtasan din nila, may mga

maaarte, kelangan ganun yung foods mo. A, marami, maraming behavior na na-

experience namin. Yun, kelangan namin ma-secure yung customer. Mag papa-

temperature kami tapos yung kailangang details nila pagpupunta dito para secure

kami, secure din sila. Yun, yung ginagawa namin.” (Mr. Jestoni Tañazana, Head

Waiter of Casa Plaza)

“We don't think their behavior changed. We believe most of our client are well

aware of new protocols and new normal.”(Ms. Sarah Mae Castro, Manager of

Plaza de Shalom)

“We are strict to our customers. Tell them the safety and the possible effect due to

not follow the safety protocols.” (Mr. Larry B. Gaylen, Owner of Don Lauro)

Handling Customer Complaints

“Ah, nagsasay sorry. Yun halimbawa nagcomplaint yung isang customer, ah

halimbawa nalang nagdidining sila, gawa ng may nakita sila sa foods nila na

something, edi tatawagin si manager. Pagminsan kasi nirereplace ko na lang

yung order nila , pinapaltan or nagsusuggest ako sakanila na kung pwedeng

paltan na lang yung order or pwedeng ibalik na lang yung pera. Pumapayag

naman sila, mababait naman ang customer, kaya kailangan mabait ka din.” (Mr.

Jestoni Tañazana, Head Waiter of Casa Plaza)

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“We make sure the concerns are well addressed and settled. Also, we make sure

our flaws are being improved.” (Ms. Sarah Mae Castro, Manager of Plaza de

Shalom)

“We are listen to the complaints and we try to understand their concern before

talking to them in a properly way.” (Mr. Larry B. Gaylen, Owner of Don Lauro)

VII. People

Attitude or Personality of the Staff Workers.

“Ah, yun. Talagang pagsasabihan mo lang sila na dapat ganto ang gawin mo, na

hindi ka dapat ganun.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“Yes, we manage the attitude or personality of our workers.” (Ms. Sarah Mae

Castro, Manager of Plaza de Shalom)

“Yes, of course we manage the attitude and personality of our customers.” (Mr.

Larry B. Gaylen, Owner of Don Lauro)

Neatly Dressed to Acknowledge by the Customers

“Hmm. Oo. Naka-uniform naman sila, kami dito sa dine-in naka-logo kami ng

Casa Plaza.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“Yes, they are neatly dressed as always.” (Ms. Sarah Mae Castro, Manager of

Plaza de Shalom)
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“Yes. The restaurants are provided uniform to be known that is our workers.”

(Mr. Larry B. Gaylen, Owner of Don Lauro)

Ensure Safety of Staff in Terms of Delivering

“Yung aming mag-dedeliver, naka-helmet naman siya lagi. Tapos may mga ano,

gloves sa kamay. May safety equipment naman sya.” (Mr. Jestoni Tañazana,

Head Waiter of Casa Plaza)

“Yes, we have equipment that will keep them safe while delivering our products to

our customers.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

“Yes. By using facemask, and proper protection while driving such as helmet,

gloves and other protection.” (Mr. Larry B. Gaylen, Owner of Don Lauro)

Allowing Workers to Work when Temperature Exceeds at 37 Degree.

“Pag nag 37 degree na, hindi muna namin sila pinapa-pasok. Nasa labas muna

sila, tapos pagpapahingahin muna, mga isang oras tapos ichecheck muli namin

yung temperature. Pag nagbaba saka sya papasok.” (Mr. Jestoni Tañazana, Head

Waiter of Casa Plaza)

“Yes. Up to 37.4.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

“No. we decided to not allow them to work and giving them enough rest in their

home.” (Mr. Larry B. Gaylen, Owner of Don Lauro)

Practices in Protecting Employee and Continuing Operations

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“Hmm. Wala naman kaming practices, yun, sanitize lang. lagi naming

sinasabihan yung staff namin na magsanitize lagi.” (Mr. Jestoni Tañazana, Head

Waiter of Casa Plaza)

“By following IAFT guidelines. In addition, which is part of prevention, by

maintaining a healthy and well body.” (Ms. Sarah Mae Castro, Manager of Plaza

de Shalom)

“We have four practices to protect our employees and to continuous operations.

First is the frequent hand washing, wearing facemask and face shield, social

distancing and providing them a healthy foods.” (Mr. Larry B. Gaylen, Owner of

Don Lauro)

Protocol when One Employee has Covid-19

“Protocols, edi hindi sya papasok ng 14 days ng quarantine.” (Mr. Jestoni

Tañazana, Head Waiter of Casa Plaza)

“It depends on the signs and symptoms. If it is possible Covid19, do quarantine

procedures.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

“They are asked to go home for quarantine in 14 days.” (Mr. Larry B. Gaylen,

Owner of Don Lauro)

VIII. Physical Evidence

Spacious Parking Space for Customers

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“Ahh, meron naman. Mga isang sasakyan lang kasi parang bawal ng magpark.

Pero meron naman.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“Yes. Road outside the establishment has a one side parking area.” (Ms. Sarah

Mae Castro, Manager of Plaza de Shalom)

“That is one of the common problem in Sariaya but being observant in the

surrounding in our restaurants is one of our behavior.” (Mr. Larry B. Gaylen,

Owner of Don Lauro)

Allowing Smokers in Restaurant

“A, wala. Talagang sa labas kami nagpapa-smoke. Bawal sa loob.” (Mr. Jestoni

Tañazana, Head Waiter of Casa Plaza)

“We designated an area for smoking.” (Ms. Sarah Mae Castro, Manager of Plaza

de Shalom)

“We are not allowed them to smoke inside the restaurants but in outside only.”

(Mr. Larry B. Gaylen, Owner of Don Lauro)

Times of Cleaning the Facility

“3 times. Morning, tapos middle tapos sa closing.” (Mr. Jestoni Tañazana, Head

Waiter of Casa Plaza)

“Every day then we added fogging and sanitation.” (Ms. Sarah Mae Castro,

Manager of Plaza de Shalom)

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“Before opening the restaurants, during the lunch time and before closing the

restaurants.” (Mr. Larry B. Gaylen, Owner of Don Lauro)

Times of Decorating the Restaurant

“Wala naman, hindi naman nagdedecore. Linis lang talaga.” (Mr. Jestoni

Tañazana, Head Waiter of Casa Plaza)

“Decorations, flowers, display are not encourage during this time of pandemic

since it will be/become a breeding area of virus.” (Ms. Sarah Mae Castro,

Manager of Plaza de Shalom)

“In every time that there have an occasion.” (Mr. Larry B. Gaylen, Owner of Don

Lauro)

Implementation of Digital Ordering or Payment

“Ah, wala, wala pa.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“No. We still use manual.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

“No. we did not implemented a digital ordering.” (Mr. Larry B. Gaylen, Owner

of Don Lauro)

Ensuring Customer Temperature and Personal Information

“Naka-ensure yan. Meron naman kaming log-in dito.” (Mr. Jestoni Tañazana,

Head Waiter of Casa Plaza)

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“Yes, we gather our customer temperature and personal information before

allowing them to enter.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

“Yes. We have a responsible person that monitoring in every customers entering

in our restaurants.” (Mr. Larry B. Gaylen, Owner of Don Lauro)

Strict with Customers in Health Guidelines

“Ah,oo.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“Yes, we are strict to the customers who do not follow our health guidelines.”

(Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

“Yes, we are strict to them specially in social distancing that need to be always

maintain.” (Mr. Larry B. Gaylen, Owner of Don Lauro)

Entrance and Exit to Minimize Contact

“Ah, ayan isa lang. Wala pang isang pintuan para sa exit. Pero open air naman

kami.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“We provided signage for entrance and exit to minimize contact.” (Ms. Sarah

Mae Castro, Manager of Plaza de Shalom)

“Yes, we are provided them.” (Mr. Larry B. Gaylen, Owner of Don Lauro)

IX. Productivity

Staff Equipment in Production

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“Ah, naka-ano, apron tapos naka-face mask din sila.” (Mr. Jestoni Tañazana,

Head Waiter of Casa Plaza)

“If in dining area we use Sanitized Menus.” (Ms. Sarah Mae Castro, Manager of

Plaza de Shalom)

“The commonly used by the employees in the production is the hair net, apron,

gloves, face mask.” (Mr. Larry B. Gaylen, Owner of Don Lauro)

Often Sanitize the Equipment in Food Production

“Pagkagamit, sanitize agad. Basta pagkagamit nila, sinasanitize naman nila.”

(Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“Every after use.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

“Before, during and after use the equipment.” (Mr. Larry B. Gaylen, Owner of

Don Lauro)

Changes in Productivity Due to Pandemic

“Sa pagbabago, maraming pagbabago.” (Mr. Jestoni Tañazana, Head Waiter of

Casa Plaza)

“No, the changes in our productivity as a result of the epidemic aren't causing us

any problems.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

Yes, there have a changes in the productivity because our restaurants are reduce

some of the cooker which is before we have 5 person and 3 waiter but during the
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pandemic our cooker is only 1 or 2 and also our waiter.” (Mr. Larry B. Gaylen,

Owner of Don Lauro)

Production Improvement since Pandemic

“Oo, mas natutukan namin yung sa kitchen namin ngayong pandemic sa catering

kasi, humina ang catering namin. Edi yun nga, mas natutukan namin yung sa

kitchen restaurant namin.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“We are trying new products to offer.” (Ms. Sarah Mae Castro, Manager of Plaza

de Shalom)

“Yes we decided to improve our some of equipment.” (Mr. Larry B. Gaylen,

Owner of Don Lauro)

Difficulties in Suppliers

“Wala naman.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“No, were not having a difficulty with our supplier.” (Ms. Sarah Mae Castro,

Manager of Plaza de Shalom)

“No. the suppliers are coming in our restaurants to offer the raw materials that

need for the food offering.” (Mr. Larry B. Gaylen, Owner of Don Lauro)

X. Coping Mechanism Employed by the Restaurants

Other Services aside from Take-out and Delivery Service during Pandemic
 193

“Wala na. Talagang take-out and delivery lang.” (Mr. Jestoni Tañazana, Head

Waiter of Casa Plaza)

“We do cater intimate, small gatherings.” (Ms. Sarah Mae Castro, Manager of

Plaza de Shalom)

“Yes. We are also offering the catering service.” (Mr. Larry B. Gaylen, Owner of

Don Lauro)

Using Contactless Delivery Service

“Hmm. Oo, meron katulad nga nung sagot ko kanina sa delivery namin.” (Mr.

Jestoni Tañazana, Head Waiter of Casa Plaza)

“Yes, to prevent the spread of Covid-19 we use contactless delivery option.” (Ms.

Sarah Mae Castro, Manager of Plaza de Shalom)

“Yes. We are use some of the contactless delivery service to protect our delivery.”

(Mr. Larry B. Gaylen, Owner of Don Lauro)

Maintaining Social Distancing in Food Production

“Sinasabihan naman namin yung employees namin na medyo lumayo-layo sila.”

(Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“By providing at least 2 meter distance and providing signage that will remind

every client.” (Ms. Sarah Mae Castro, Manager of Plaza de Shalom)

 194

“We minimize our customers to make sure the social distancing are to be follow

by our employees.” (Mr. Larry B. Gaylen, Owner of Don Lauro)

Difficulty in adapting New Strategies

“Mahirap, hindi ka naman sure kung magki-click yun. Sobrang hirap.” (Mr.

Jestoni Tañazana, Head Waiter of Casa Plaza)

“It is not difficult at all. We just need to become more resilient on changes and

follow trend that we know will influence our business in a good way.” (Ms. Sarah

Mae Castro, Manager of Plaza de Shalom)

“It is difficult for us. Because as the owners of the restaurants we are need to

adjust since the customers are also adjust.” (Mr. Larry B. Gaylen, Owner of Don

Lauro)

Strategies to Cope to Keep Running the Business without Committing Violation

“Nasunod lang kami. Ano lang naman, talagang 7 to 7 o’clock nagsasarado na

kami.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“Just follow the protocols. Keep promoting.” (Ms. Sarah Mae Castro, Manager of

Plaza de Shalom)

“During the pandemic the restaurants closure at 6:30 at the evening.” (Mr. Larry

B. Gaylen, Owner of Don Lauro)

 195

XI. Marketing Strategies to be Developed for Restaurants in Coping-up with

Covid-19 Crisis
“Siguro’y lalo lang pasarapin yung foods namin, tsaka sa service namin ayusin

lang lalo.” (Mr. Jestoni Tañazana, Head Waiter of Casa Plaza)

“People always want something new. Keep on modifying the presentation of the

business with the help of social media.” (Ms. Sarah Mae Castro, Manager of

Plaza de Shalom)

“One of the marketing strategies that cope of our restaurants to continuously

operation our business is to follow the safety protocols which is the social

distancing to less the fear of our customers to catch the virus.” (Mr. Larry B.

Gaylen, Owner of Don Lauro)

 196

APPENDIX E
Documentation of Interview
 197

APPENDIX F
Plagiarism Detection Results
 198

APPENDIX G
Certification

Research Grammarian
 199

CURRICULUM VITAE
 200

Curriculum Vitae

Xzyrell R. Cortez
Brgy. Mamala II, Sariaya, Quezon
Mobile Number: 0970-401-4374
Email Address: [email protected]

PERSONAL DATA

Age : 21 years old

Sex : Female
Birthday : December 26, 1999
Height : 4’11
Weight : 39 kg
Citizenship : Filipino
Civil Status : Single
Religion : Roman Catholic

EDUCATION

Bachelor of Science in Business Administration

Major in Marketing Management
CSTC College of Sciences, Technology and Communications, Inc.
Sariaya, Quezon
A.Y. 2018 – present

SEMINARS ATTENDED

“Knowing Thyself and Purpose”

August 24, 2018
CSTC CGM Hall, Sariaya, Quezon

“Leader.. A Paragon of Virtue”

September 15, 2018
CSTC CGM Hall, Sariaya, Quezon
 201

“Occupational Health and Sanitation”

October 13, 2018
CSTC CGM Hall, Sariaya, Quezon

“How to Start a Business and What is BMBE Seminar”

November 15, 2018
Sariaya Sports Complex, Sariaya, Quezon

“Seminar on Consumer, Fair Trade Laws and Products Standard”

December 4, 2018
CSTC Activity Area, Sariaya, Quezon

“Know Your Money”

February 19, 2019
CSTC Conference Room, Sariaya, Quezon

“Increase the Financial Intelligence Quotient: Traversing Mindset

towards Financial Freedom”
November 29, 2019
CSTC CGM Hall, Sariaya, Quezon

ADDITIONAL INFORMATION

 Bookkeeping NC III Passer

 202

Tricia Mae V. Garcia

Brgy. Bignay 2, Sariaya, Quezon
Mobile Number: 0938-200-2115
Email Address: [email protected]

PERSONAL DATA

Age : 21 years old

Sex : Female
Birthday : July 21, 2000
Height : 5’0
Weight : 40
Citizenship : Filipino
Civil Status : Single
Religion : Roman Catholic

EDUCATION

Bachelor of Science in Business Administration

Major in Marketing Management
CSTC College of Sciences, Technology and Communications, Inc.
Sariaya Quezon
A.Y. 2018 – present

SEMINARS ATTENTED

“Knowing Thyself and Purpose”

August 24, 2018
CSTC CGM Hall, Sariaya, Quezon

“Leader.. A Paragon of Virtue”

September 15, 2018
CSTC CGM Hall, Sariaya, Quezon
 203

“Occupational Health and Sanitation”

October 13, 2018
CSTC CGM Hall, Sariaya, Quezon

“How to Start a Business and What is BMBE Seminar”

November 15, 2018
Sariaya Sports Complex, Sariaya, Quezon

“Seminar on Consumer, Fair Trade Laws and Products Standard”

December 4, 2018
CSTC Activity Area, Sariaya, Quezon

“Know Your Money”

February 19, 2019
CSTC Conference Room, Sariaya, Quezon

“Increase the Financial Intelligence Quotient: Traversing Mindset

towards Financial Freedom”
November 29, 2019
CSTC CGM Hall, Sariaya, Quezon

ADDITIONAL INFORMATION

 Bookkeeping NC III Passer

 204

Shella Mae P. Embradura

Brgy. Antipolo, Sariaya, Quezon
Mobile Number: 0910-835-7730
Email Address: [email protected]

PERSONAL DATA

Age : 21 years old

Sex : Female
Birthday : November 06, 1999
Height : 4'10
Weight : 35 kg
Citizenship : Filipino
Civil Status : Single
Religion : Roman Catholic

EDUCATION

Bachelor of Science in Business Administration

Major in Marketing Management
CSTC College of Sciences, Technology and Communications, Inc.
Sariaya, Quezon
A.Y. 2018 – present

SEMINARS ATTENDED

“Knowing Thyself and Purpose”

August 24, 2018
CSTC CGM Hall, Sariaya, Quezon

“Occupational Health and Sanitation”

October 13, 2018
CSTC CGM Hall, Sariaya, Quezon
 205

“How to Start a Business and What is BMBE Seminar”

November 15, 2018
Sariaya Sports Complex, Sariaya, Quezon

“Seminar on Consumer, Fair Trade Laws and Products Standard”

December 4, 2018
CSTC Activity Area, Sariaya, Quezon

“Know Your Money”

February 19, 2019
CSTC Conference Room, Sariaya, Quezon

ADDITIONAL INFORMATION

 Bookkeeping NC III Passer