Sheila Mae J. Napuli | Nikkie Nathalie D. Velasco | Jesril SP Bonifacio
This study determined the reason of survival of three pioneer restaurants in Calamba City, namely, Aviles Restaurant, Lutong Pilipino ni Aling Ely, and RSM Lutong Bahay; the marketing mix used, and the reason for guest patronage and staff loyalty to the restaurant. Respondents consisted of the owners or managers who were interviewed and the staff and customers who were surveyed. Findings showed that the most common reason for guest patronage was the product while the staff’s loyalty was mainly due to good management as well as the salary and benefits. The survival of the three pioneer restaurants was mainly due to their product. The researchers recommended to the restaurant owners/managers to provide regular training to their staff, to provide promotional tools and improve the ventilation, traffic flow, interior decoration and cleanliness of their restaurants. To Aviles Restaurant and Lutong Pilipino ni Aling Ely, to add more food variety and Filipino desserts. For the entrepreneur, to concentrate on the 7P’s of the marketing mix as ingredients to success. For the future researchers who would like to use the same field of study, to provide a Gantt chart and strictly follow what are in the schedule.
ISSN 1908-3874 (Print)
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