Effects of Social Media on Café Management amidst the Pandemic in Tagbilaran

City

Chapter I.

RATIONALE

The consumption sector primarily supports Philippine's economy. The pandemic

Covid-19 that started in the first quarter of 2020 caused the country’s economy to

experience a decline in the consumption sector. It leads the collapse of businesses, one

of which was a coffee shop. The results of this study are expected to be helpful

information to increase their coffee shop sales and to contribute to the improvement of

our economy. Most of the coffee shop management said that there are significant

effects on decreased sales during the pandemic. Some reasons lead this sales

reduction. First, the Government's large-scale social restrictions resulted in a reduction

in coffee shop operating hours. Initially, most coffee shops operate from morning to

midnight. However, since the pandemic, operating hours have been from morning

tonight. Second, apart from reducing operating hours, the dine-in capacity at the coffee

shop was also reduced, following the Government's regulations. In addition, some

coffee shops with co-working space lost their co-working space tenant when the

outbreak started. Most tenants moved out because the Government advised them to

work from home. It made their sales jumping down. Coffee shops’ target market are
students and foreigners, their customers reduced up to 70%. Universities and schools

are closed and asked their student to stay at home to minimalize the virus transmission.

Universities and campuses are moving toward online education. Moreover, the number

of foreigners who came be on vacation to Bohol was diminished due to flight closures

and restrictions from some countries. Countries around the world are increasingly

adopting sweeping measures, including full lockdowns, shutting down airports, imposing

travel restrictions, and completely sealing their borders to contain the new coronavirus.

It proved that Covid-19 also has a large destructive impact on the tourism industries. It

is pretty reasonable and relates to the reduction in operating hours and capacity of the

coffee shop. It does not just happen to the coffee shop business either. Other

businesses, decreased their gross income and lost profit in general. Pandemic also

impacted on reducing the employment of the coffee shop. A coffee shop management

from the survey should reduce their employee to survive their business. Reduced

workforce meant that workload had to be distributed to remaining employees. It can

result in health and workload concerns of the employee. Another thing that has led to a

decrease in coffee shop visitors during the pandemic is consumer concerns about

covid-19. Consumers are still worried about being exposed to Covid-19 if they make

visits to coffee shops. It made consumers hesitant to dine in. During the pandemic

Covid-19, the coffee shop management offered hygiene practices. They performed

effective cleaning practices in coffee shops once a week. They also forced their

customer and staff always to wear the mask. The coffee chops management also

provided hand washing facilities and hand sanitizer. Physical distancing advice is

provided using stickers and markers inside the coffee shops. Consumers in Philippines
revealed a good level of food safety knowledge, positive attitudes. They reported

frequent hand hygiene practices, cleaning & sanitizing, and adherence to social

distancing measures while dining in. Therefore, enough support from restaurant and

hand washing facilities is critical to adherence to hand hygiene and social distancing

measures when dine-in.

Nowadays, some are still struggling to pass the situation and need to be more

innovative and agile. Furthermore, this study aims to determine what were the

strategies and innovations that the coffee managers was utilized during the pandemic in

Tagbilaran City, Bohol. Ten coffee shop managements are involved in-depth interview

in this research. The coffee shop is primarily located in Tagbilaran, Bohol, the most

growing province in Visayas.

Statement of the Problem

This study will focus on determining the effects of social media on the

management of coffee shops in the Tagbilaran City during the Covid-19. Furthermore,

data will be gathered through the use of in-depth interview and study will answer the

following questions:

1. Does usage of social media create a good effect on the management of

coffee shops during pandemic? How?

 2. What specific social media application does contribute well in the

improvement of coffee shop sales?

3. What were the strategies and innovations that the managers were utilized

during the pandemic?

Scope and Limitation of the Study

This research will identify what are the different social media techniques and

strategies that was utilized by the managers during the pandemic Covid-19. The

participants of the research are the ten (10) managers of different coffee shops residing

the Tagbilaran City.