Strategies Employed by Restaurants in the Province of Nueva Vizcaya to Survive the Impacts of Pandemic

Edneil John A. Alaman, Goldwyne Mae Caresse B. Aquino, Tristan Jay C. Cabreros, Chrystene Frances D. Caluya, John Raphael Jovinal and Desiree E. Roldan
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Edneil John A. Alaman: Saint Mary’s University, Philippines
Goldwyne Mae Caresse B. Aquino: Saint Mary’s University, Philippines
Tristan Jay C. Cabreros: Saint Mary’s University, Philippines
Chrystene Frances D. Caluya: Saint Mary’s University, Philippines
John Raphael Jovinal: Saint Mary’s University, Philippines
Desiree E. Roldan: Saint Mary’s University, Philippines

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 3s, 1303-1309

Abstract: Despite the challenges presented by COVID-19, the crisis became a threat and an opportunity for food entrepreneurs. For them to thrive, the use of marketing strategies is a must. The strategies they apply to attract customers, not only locally but internationally, interest and intrigue the researchers. This research led to knowing the strategies employed by restaurants located in Nueva Vizcaya, Especially on the two well-known restaurants in Bayombong and Bambang. The researchers utilized a qualitative approach and a two-part interview guide was used. Results showed that both restaurants mentioned that the pandemic played a huge role in their struggles in operation, sales, marketing, and source of suppliers. They also mentioned that social media as their marketing tool became their benefit regardless of the crisis, along with coordinating third-party delivery applications. The study showed that the challenges were derived from the informants’ experiences. There were still difficulties, such as a slow and low inflow of cash, lack of operations management skills and facilities for marketing, bargaining power of the suppliers, quality service, expenses and bills incurred, and management of employees. The informants then recommended that for marketing strategy, complex options and delivery schemes of products and contingency plans in sales are recommended to prevent any other difficulties brought by the COVID-19 pandemic.

Date: 2024
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