Business Strategies among Catering Businesses in Lapu-Lapu City, in times of Pandemic

Mr. James Garcia Esguerra, Maureen A. Ybanez, Saira B. Verallo, De-an T. Viscara, Jenisa U. Villarubia, Baby Blanche S.
Comecilla

ABSTRACT

The Covid-19 pandemic has caused health issues while also causing a serious change in
economic sustainability activities, particularly in hospitality and tourism management, and has
had uncertain implications in many other nations. The aim of this case study was to look at the
strategies that catering business owners utilized to stay alive during this Covid-19 pandemic. To
reinforce the reputation and trustworthiness, data was collected through face-to-face interviews
with three catering business owners in Lapu-Lapu City, as well as member checking and
transcript review. Data were analyzed using Yin’s 5-step process: compiling, disassembling,
reassembling, interpreting, and drawing a conclusion from the data. The 2 key themes derived
from data analysis were strategies of catering business in times of pandemic and challenges. The
results of this study could be useful to business owners who are trying to survive in business
during a pandemic. The opportunity for business owners to enhance their already developed
strategies for maintaining their businesses, creating employment for individuals to support their
families, and improving their local communities' economies are all positive social change
implications of this research.
Keywords: catering business, strategies utilized, Covid-19, Lapu-Lapu City

Introduction
The current SARSCoV2 (coronavirus disease 2019; previously 2019nCoV) outbreak,
which began in Hubei Province of the People's Republic of China, has spread to a number of
other countries. Based on rising case detection rates in Chinese and international locations, the
WHO Emergency Committee declared a global health emergency on January 30, 2020 (Velavan
& Meyer, 2020). Over the past year, the fragile tourism and hospitality sector has faced
unprecedented circumstances as a result of the Covid-19 outbreak. The highly contagious novel
coronavirus continues to sabotage the industry, raising serious concerns about its current and
potential viability. According to Muller as mentioned by Madeira et al., (2021) economists,
professional administrators, and restaurant organizations warn that, depending on how long the
pandemic lasts before normalcy returns, thousands of people will lose their jobs due to cost
reductions in the best-case scenario, and thousands of facilities, new or existing, will close
permanently in the worst-case scenario. The catering industry has been particularly hard hit,
resulting in the sudden closing of many restaurants or the adaptation of new ideas, forcing
businesses to continue to strive to manage fixed costs such as salaries and leases while still
optimizing variable costs as according to Oliveira et al., indicated by Fonseca et al., (2021). As
well in study conducted by Shen et al., (2020) accommodation and catering were the most
affected by the pandemic, followed by education. The net profit margin of total assets in the
lodging and catering sector was 0.02, which was slightly smaller than other sectors as a result of
the outbreak. Moreover, according to Kim et al., (2020) the financial impacts on the restaurant
industry can be reduced by identifying the features of this pandemic and employing counter-
strategy. As a result, a thorough examination of the industry's effects is needed in order to
improve financial stability and sustainability both during and after the crisis.
Thus, the main purpose of this research is to determine what strategies are being utilized by
catering businesses, to understand which strategies they adopted, and to understand what
challenges these business owners are facing while operating through the pandemic period. The
research questions that this study attempts to address are:
1. What is the profile of the catering businesses in terms of?
a. Years of established
b. Type of Customers
2. What are different strategies employed in terms of:
a. Menu design
b. Marketing
c. Delivery
3. What are the challenges faced by catering Businesses in times of Pandemic?
4. Based on the results of the study what implications can be drawn?
5. Based on the results of the study what recommendations can be made?

Research Framework
Methods and Design
Given the novel situation caused by COVID-19, there is a real need for exploratory
studies to investigate this new phenomenon. Qualitative research is well suited to this type of
research; therefore, a qualitative descriptive - inductive study was designed to address the aim of
this study: to know what are the business strategies being utilized among catering businesses in
Lapu-Lapu City, in times of pandemic, with an emphasis on what challenges they faced and how
the management addressed it. Kim et al., (2017) Qualitative studies offer a rich description of a
particular phenomenon, particularly when not much is known about it.
Networking procedures were used to identify potential informants. All catering business
owners, who are in operation during this pandemic, in Lapu-Lapu City is eligible for this study.
Lapu-Lapu City occupies Mactan Island, a few kilometers off the main island of Cebu. It also
has some of the barangays under its jurisdiction on the Olango Island Group. The city is linked to
Mandaue on mainland Cebu by the Mactan-Mandaue Bridge and Marcelo Fernan Bridges. The
population is at around 408,100 (year 2015).
The researchers were the primary instrument in this study with the aid of an interview
guide which was devised in order to obtain owner's knowledge on the strategies they’ve used and
challenges faced and how they responded. Data were collected through a face-to-face interview,
the researchers observed the interactions with the informants, took notes, and recorded them. The
interview was a crucial part of the process, with a focused on listening and following the
informants' flow. Yin’s 5-step approaches to data analysis were used to analyze data to enable
researchers to analyze the textual data. Yin’s process included the following 5-steps: (1)
compiling the data; (2) disassembling the data; (3) reassembling the data; (4) interpreting the
meaning of the data; and (5) concluding the data.

Ethical Consideration.
Approval for the study was obtained from the Lapu-Lapu City College. Potential participants
were provided with information why the study in conducted and were given contact information
of the researchers. At the start of each interview, participants were asked again for
reconfirmation of the said interview and were informed of their right to back out anytime.
Beneficence. Since this is not a clinical study, the participants of the study did not suffer any
physical damage. To avoid economic damage, the participants were given the option of
participating at their leisure.
Respect. This study's participants were treated with respect in terms of their time and location of
participation. They were given full disclosure of the study and were given the option to decline
or withdraw from it if they did not want to participate.
Justice. The participants were subject to no discrimination. No judgments’ if the participant
withdraws and participants’ privacy is protected.
Transparency. Duplicate or copy of the manuscript will be provided to the college Library, and
the. The study shall be likewise be submitted for either oral poster presentation in a research
forum and for publication in a journal.
Participants Status. The participants were told that the main purpose of this research is to
determine what strategies are being utilized by catering businesses, to understand which
strategies they adopted, and to understand what challenges these business owners are facing
while operating through the pandemic period. The participants were told that they will be
questioned of what strategies they are using as well as challenges faced and how they overcome
it.
Study Goals. The goal of this study is to understand of the condition of catering businesses and
make recommendations out of the data gathered and analyzed.
Type of Data. This study is qualitative in nature, data that were collected were the verbatim of
the informants.
Procedures. The participants were informed about the interview and were also informed that the
interview will take place according to their most convenient time.
Nature of Commitment. The participants were informed of the estimated time of the interview
which is 30-60 minutes.
Sponsorship. No one sponsored this study.
Participant's Selection. The participants were informed that they were chosen through
networking approach.
Risk. Health risk due to Covid-19, Social risk; Loss of time.
Benefits. The participants feel satisfaction on giving information as well as helping college
students. Escape from normal routine, excitement of being part of a study. Increased knowledge
about themselves or their conditions, either through opportunity for introspection and self-
reflection or through direct interaction with researchers.
Incentives and Compensation. No monetary involved, however they will receive gratitude from
the researchers and the researchers will advertise their business to their peers and relatives.
Confidentiality Procedures. The researchers will keep all the research information shared by
the participants with utmost confidentiality. We will not discuss or share the research
information with anyone other than with our co-researchers. We will keep all research
information secure while it is in our possession.
Informed Consent. The participants were willing to participate in the study. The participant
readily signed the consent form after reading it. However, the other potential participants were
not willing since they’re really busy at the time of data gathering.
Right to Withdraw and withhold Information. The participants were informed they have the
right to withhold information they deem irrelevant from the study or withdraw entirely.
Contact Information. The participants were given of the contact information of our leader they
contact, should they have further questions, comments, or complaints.
Conflict of Interest. There was no conflict of interest.
Treatment of Vulnerability Groups. The participants that participated were all average person
with no illness or disability.
Collaborative Terms and agreement. This study has no collaboration with any person or
entity. In case of utilization and publication the researcher will be acknowledge as the primary
author while the adviser is the secondary author. A statement of agreement will be signed
between the primary author and the adviser being the secondary author.

Results and Discussions

Table 1
Presentation of Cases
CASE YEAR ESTABLISHED TYPES OF CUSTOMERS

1 2021 We have loyal customers from working, middle,

upper-middle to upper classes.

2 2014 Class A B C (upper class middle and lower).

3 2015 We only cater events in Lapu-Lapu Areas only.

However, we accept almost every type of events.
Table 1 presents the cases of this study, which included three primary informants from various
catering establishments. These informants were purposefully chosen based on the study's essence
and the attributes needed for participation.
Theme 1: Strategies of Catering Business in times of Pandemic
This Covid 19 Pandemic has had a major impact on the hospitality and tourism industries, as
well as other associated businesses, putting things in jeopardy. This theme, titled Strategies of
Catering Business in Times of Pandemic, includes various plans of action or approaches to
various aspects of the catering industry, such as Menu Design, Delivery, and Marketing. Using
the contributions of our primary informants as a guide.
Menu Design
The following is what the informants had to say:
Enhanced
Menu design is more on simple yet enhanced. I stick with the idea
of having, it minimalist so as not to create confusion and eyesight
pollution for the guests. Informant 1
We do revise according to the demand of customer. Informant 2
We also need to enhance the design of our menu so that customers
would find it appealing. Informant 3
Timely Emendation
 We revise it from time to time depending on the latest trend
especially nowadays that people tend to find or look on social
media platforms first whenever they need something. Informant 3
Delivery
The informants had to say will be as follows:
Packaging
For take-out are delivered via preferred logistics such as Maxim
or Lalamove. The items are put in a styro food packaging or in a
brown paper bag. Informant 1
Packaging type depends also on the class of a customer; Class A:
demand for a nice package, Class B and C more or less regular
containers. Informant 2
For the packaging, most of the time we use tinfoil and disposable
containers. Informant 3
Door-to-door
We offer food delivery so as to give our customers the convenience
in satisfying their cravings right at their doorstep, hassle free.
Informant 1
Soon will be working also with Food Panda and Grabfood.
Informant 1
Marketing
The informants ought to say would be as follows:
Social Media
Through social media platforms such as Facebook and Instagram.
Informant 1
Whenever we have events, we always post in our social media
accounts and we also include the positive reviews of the customers.
Informant 3
Latest trend especially nowadays that people tend to find or look
on social media platforms. Informant 3
Third party cooperation
And get linked with the new marketing apps such as Adtokart,
Couchpotato and soon will be working also with Food Panda and
Grabfood. Informant 1
Preferred logistics such as Maxim or Lalamove. Informant 1
Theme 2: Challenges in times of Pandemic
The Covid 19 Pandemic has had a much greater impact on the hospitality and tourism industries
than we realize. After reorganizing the information provided by our Key Informants, this theme,
specifically Challenges in times of Pandemic, was established.
Government Regulations
The informants spoke of this:
Our government would implement different protocols in this time of pandemic
which is beyond our control. Movements are very limited and restricted...
inconvenience of the checkpoints too that they may undergo. Informant 1
We focused more on improving our services ... that will be allowed to the
quarantine protocols so that we can still maximize the resources that we already
have. Informant 3
Precariousness
The informants stated the following:
Few customers would only visit the physical store since many still have the fear
of the virus. Informant 1
There was no single event that was held for at least 5 months, and during those
times the business was literally non-existent. Informant 3
No one was really ready for this pandemic, we just thought like, this is never the
end for the business and this could be a great opportunity to grow. Informant 3

Researcher’s Reflection
To begin with, we, the researchers, are ecstatic that after so many days of toil, we have
produced a fruitful piece. The Covid-19 Pandemic has wreaked havoc on the hospitality and
tourism industry, as well as other related industries. And, we, researchers, wanted to look for
possible ways or recommendations to help the food industry thrive amid the challenges it faces.
However, given that we are still in the midst of a pandemic, this research journey has not been
easy. We only have a relatively short time to go out and consult with our co-researchers to
discuss our findings. There are safety protocols in place everywhere in the town, which we must
adhere to for our own safety. During the lockdown, most of us have trouble keeping up. We were
all just getting started to get used to the modern paradigm of online and modular classes. The
most infuriating aspect, inevitably, is the poor internet connection. It adds to our stress levels as
we work on this project, some of us can't sometimes attend classes due to weak internet access.
We also had trouble finding people to participate in our study. Maybe it's because they, too, are
afraid of social interaction due to Covid-19. In spite of that, thankfully we found a few good
people who were willing to participate and gave us some of their valuable time. During our
interviews, we strictly observed the necessary safety protocols, for the well-being of everyone.
We perceived that the pandemic had rendered us more conscientious of certain facets of life.
There may be roadblocks, but as researchers, all we know is that we have objectives to meet and
ambitions to fulfill. As we strived together to overcome any obstacles we encountered, it built us
to have a better outlook and taught us to confront our uncertainties, which enabled us to
complete the research and achieve success. Surely our journey had not been a pleasant one, but
as Winston Churchill once said “Success is walking from failure to failure with no loss of
enthusiasm”.

Implications
This research has positive social change implications for business owners by allowing
them to enhance their already established strategies for sustaining their enterprises, creating jobs
for individuals to sustain their families, and improving the economies of their local communities,
in this time of pandemic.
As noted at the beginning of the study, the questions were sufficiently been taken care of,
and it shows that, catering business owners are doing their best to survive in this time of
pandemic and they have been flexible and creative with their strategies. They've created multiple
strategies to help their businesses. They’ve ventured out of their customs, like they rely mow
much more than in the past in social media platforms like Facebook and Instagram as well as
delivery apps like GrabFood, Food Panda, Lalamove, Maxim, Adtokart and couch potato.
Based on the data collected and while collecting the data, the following recommendations are
made by the researchers:
 Ensure excellent service, every single time, and consistency thereafter.
 Owners should pay focus on packaging the same way they do in foods.
 They should post more of their happy customers with high quality pictures and good
caption to attract more customers.
 They should practice on how they entertain their possible customers online; they should
not be rude. First impression is important, it’s online that's why it's harder to impress
customers.
 About menus, they should make it available online, so both of them, the customers and
the staff, will save time in inquiry and the customers can have the time to leisurely
decide.
 They should make revision or update their menus the moment they make changes to
avoid confusion.
 For packaging, they should use durable, tight sealed and easy to dispose containers.
 Now that their partnering up with delivery services, they should not limit their scope to
Lapu-Lapu city only, they should expand to gain more potential customers.
 They should be open for food suggestions because people nowadays crave for something
out of the ordinary, like with the influence of k-pop and k-drama, Korean foods have
been a trend nowadays.

Acknowledgements
 The researchers acknowledge the academic contribution of the authors and their scholarly
works cited in this study. Likewise, the same acknowledgment of the valued propositions from
the following individuals for the exchange of scholarly thoughts and discussions relevant to the
success of this study: Mrs. Melessa Tongkopanon, owner of Melessa’s Apartment; Ms. Raziel
Patalinjug, a college student in Lapu-Lapu City College; Mr. Neci Anthony Carindiliman, also a
student in Lapu-Lapu City College.

References
Fonseca, C., Jorge, C., Reis, D., & do Carmo, M. (2021). Pandemic tourism: the new era of
catering sector after Covid-19. Anatolia, 32(1), 161-164.
Kim, H., Sefcik, J. S., & Bradway, C. (2017). Characteristics of qualitative descriptive studies: A
systematic review. Research in nursing & health, 40(1), 23-42.
Kim, J., Kim, J., Lee, S. K., & Tang, L. R. (2020). Effects of epidemic disease outbreaks on
financial performance of restaurants: Event study method approach. Journal of Hospitality
and Tourism Management, 43, 32-41.
Madeira, A., Palrão, T., & Mendes, A. S. (2021). The Impact of Pandemic Crisis on the
Restaurant Business. Sustainability, 13(1), 40.
Shen, H., Fu, M., Pan, H., Yu, Z., & Chen, Y. (2020). The impact of the COVID-19 pandemic on
firm performance. Emerging Markets Finance and Trade, 56(10), 2213-2230.
Velavan, T. P., & Meyer, C. G. (2020). The COVID‐19 epidemic. Tropical medicine &
international health, 25(3), 278.

RESEARCHERS PROFILE

Researcher (s)
1
Maureen A. Ybanez from Marigondon, Lapu-Lapu City, Cebu is a full-time
student studying Bachelor of Science in Tourism Management. She is
interested in her program because she wants to be a tour guide, and her goal is
to travel around the world, but first she has to discover what Philippines has yet
to offer.

2
 De-an T. Viscara from Basak, Lapu-Lapu City, Cebu is a full-time student
studying Bachelor of Science in Tourism Management. She is interested in her
program because of the on-the-job training she had during in her Senior High
School days. She had her training in Tourism Office in Lapu-Lapu City Hall and she gained
interest on how the tourism industry works and wants to be able to help improve the tourism
industry.

Saira B. Verallo from Day-as, Cordova Cebu. A student from lapu-lapu City
Collge, taking up Bachelor of Science in Hospitality and Tourism Management.
She took up this course, because of her aspirations to become a flight attendant
in order to discover different cultures and open up her mind to the wonders of
the world.
4

Jenisa U. Villarubia from Carcar Cebu is a full-time student studying Bachelor

of Science in Tourism Management. She is interested in her program because
she wants to explore more about what tourism industry has to offer to improve
the economy.
5

Baby Blanche S. Comecilla Tindog, Medellin Cebu taking up Bachelor of

Science in Tourism Management. Currently working as an online English
teacher and she is captivated in her course because she wants to become a flight
attendant someday to witness the beauty of world.