Competitive Edge in the Fast Casual Restaurant Industry in Naga City, Its Correlates

Abstract

This study aimed to determine the influence of selected business profile on the competitive edge of selected fast casual restaurants in Naga City.  Specifically the study intended to answer the following questions: (1) What is the business profile of the fast casual restaurants in the Naga City, in terms of years of operations; menu selection; number of crew; ownership; theme; average number customers per week; customer satisfaction along with efficiency, product quality, ambiance, location, and price? (2) What is the competitive edge of fast casual restaurants in Naga City in terms of five forces supplier power, threat of new entrants, buying power, threat of substitute, rivalry? (3) What is the extent of influence of the selected business profile on the competitive edge of the Fast Casual Restaurant in Naga City? (4) Problem Number 4: What management strategies may be proposed to ensure?        

The respondents of the presents study included four (4) fast casual restaurants in Naga City with two hundred fifty-eight (258) total respondents. Customers of the four (4) fast casual restaurants from 5 o’clock in the afternoon to 10 o’clock in the evening were the respondents of this study. The data gathering procedure covered the month of November 2015. Survey questionnaire was used as data gathering instrument of the study.   This study used the descriptive-correlational method to determine the competitive edge of selected fast casual restaurants in Naga City and the factors influencing such. The fast casual restaurants in Naga City were described in terms of its business profile along; the number of years of operation, menu selection, number of crew, ownership, theme, average number of customers per week and customer satisfaction along efficiency, product quality, ambiance, location, and price. Descriptive statistics was also employed to determine the competitive edge of the selected fast casual restaurants in Naga City along the five forces stipulated in Porter’s Theory namely; Supplier power, Threat of new entrants, Buying power, Threat of substitute, and rivalry. Linear and nominal regression was used to determine the extent of influence of the selected business profile on the competitive edge of the fast casual restaurants in Naga City. A proposal for the enhancement of the competitive edge and customer satisfaction level was formulated based on the results yielded by the study.  The major conclusion are the following: (1) the business profile of the fast casual restaurants in Naga City is varied. They have distinct business profile which are exclusively patronize by their customer. In terms of customer satisfaction level it is generally rated as to great extent. (2) The competitive edge of the fast casual restaurants in Naga City is on moderate extent as perceived by the fast casual restaurant owners. (3) The results indicated that the years of operation and type of ownership are not significant predictors, while the number of crew, average number of customers per week, customer satisfaction, menu served and theme are significant predictors. (4) A proposed strategic management may be employed to ensure the competitive edge of the fast casual restaurant in Naga City. Based on the findings of the study, a proposed strategic management prepared may be taken into consideration by the owners of the fast casual restaurant in Naga City. It may be used according to the need of the owners to improve its products and services. The result of this study may be consider by other restaurants to initiate similar undertakings so as to determine the level of satisfaction of its customers.