Product-Related and Promotional Strategies to Increase Guest Dining Rate in Local Restaurants in Ormoc City
DOI:
https://doi.org/10.65339/ijsis.V1.I3.176Keywords:
Business Sustainability, Customer Patronage, Guest Dining Rates, Local Restaurants Product-Related Interventions, Promotional Strategies, Restaurant CompetitivenessAbstract
This study examined product-related interventions and promotional strategies implemented by selected local restaurants in Ormoc City, Leyte, to increase guest dining rates. Anchored on the Theory of Planned Behavior and Prospect Theory, the study employed a descriptive quantitative research design involving 90 restaurant owners, managers, supervisors, and staff from 10 selected establishments through purposive sampling. Data were collected using a researcher-developed, validated, and pilot-tested questionnaire and analyzed using frequencies, percentages, and weighted means. Findings revealed that most respondents were male, worked in relatively newly established restaurants, and primarily offered Filipino cuisine. Product-related interventions were very highly implemented (weighted mean = 4.46), particularly menu improvement, food quality consistency, and menu variety. Promotional strategies were likewise very highly implemented (weighted mean = 4.27), emphasizing online food delivery partnerships, social media marketing, and seasonal promotions. Respondents strongly agreed that guest dining rates had increased (weighted mean = 4.87), particularly customer referrals, first-time visits, repeat patronage, and daily customer traffic. However, specialty dietary offerings, discounts, and loyalty programs received comparatively lower implementation ratings. The study concluded that restaurant personnel perceived product-related and promotional strategies as important contributors to customer satisfaction and increased patronage. It recommended expanding dietary options, strengthening loyalty programs, and maintaining food quality standards. The study aligns with Sustainable Development Goals 8 (Decent Work and Economic Growth), 9 (Industry, Innovation and Infrastructure), and 11 (Sustainable Cities and Communities). Its findings may contribute to socio-economic and institutional sustainability by supporting restaurant competitiveness, business continuity, and local hospitality development.
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Copyright (c) 2026 Kenisha Em Monique S. Cabiling, Mark Jake B. Cayanong, Mark Justin O. Bacunal, Ana Bianca C. Campos, Frea Alyssa A. De La Peña, Jasmine G. Gopio, Janine T. Laurente, Derelie Joy C. Ledesma, Ma. Jhuliana P. Nicdao, Thea Nicole L. Sanchez, Johanna D. Villamor, Jenny A. Babor (Author)
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