LYCEUM OF THE PHILIPPINES UNIVERSITY CAVITE

BRANDING OF NEWLY OPENED LOCAL RESTAURANTS: TAKING INTO

CONSIDERATION OF SAFETY AND RESTRICTIONS

A Thesis
Submitted to the Faculty of the
College of International Tourism and Hospitality Management
Lyceum of the Philippines University Cavite

In Partial Fulfillment of the

Aquino, Kenchee S
Asucan, Sarah
Batadlan, Jane Bea D
Torrefiel, Joanna Mae C

2021
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TABLE OF CONTENTS
Page

TITLE PAGE ……….................................................................... i

INTRODUCTION…..……………………………………………….…..……… 1
Background of the study…..…………………………………………….. 2
Statement of the Problem …..…………………………………………… 4
Conceptual Framework…..…………………………………………….... 5
Significance of the Study …..…………………………………………… 6
Scope and Limitation …………….…..…………………………………. 6
Definition of Terms …..………………………………………………… 7
LITERATURE REVIEW………………………………………………………... 9
Opening Restaurant during a Pandemic…….…………………………… 9
Restaurant Branding….…....…………………………………………….. 11
Restaurant Survival Guide in Time of COVID-19……………………… 13
Create Branding To Drive Restaurant Sales and Growth……………….. 14
Restaurant Branding To Create Brand Awareness For Restaurant……... 17
Synthesis…………………………………………………….…..………. 19
METHODOLOGY………………………………………………………………. 20
Research Design …………….................................................................... 20
Sampling Technique ………...................................................................... 21
Locale of the Study …………………........................................................ 21
Sources of Data ……………...................................................................... 37
Participants of the Study…………………................................................. 37
Data Gathering Procedure …...................................................................... 38
Research Instrument …………................................................................... 38
Data Analysis………………...................................................................... 39
Statistical Treatment of Data…….............................................................. 39
REFERENCES ……………………....................................................................... 4

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CHAPTER 1

INTRODUCTION

According to Zen Media (2020), opening a new restaurant is a difficult task even

in a best-case scenario. The restaurant business industry is a crowded and competitive

one. Especially in the era where marketing is highly competitive, almost all of the great

restaurants that have opened or are about to open during the COVID lockdown already

existed before the pandemic happened. In many cases, having a visible and easily

accessible online brand for a restaurant can mean a big difference nowadays. When a

restaurant has a memorable brand, it can rely solely on marketing to keep customers

coming back from time to time again.

As per Sullivan (2005) Businesses are progressively reopening them up to the

public now that the outbreak has been in effect for many months. Individuals and their

businesses are being advertised as brands as a component of the emerging branding

paradigm, which includes guarantees of excellence, specific layouts, and snappy taglines

for longevity. Because brand management really is an explicit appeal to self-

commodification, it demands a comprehensive and in-depth investigation of the matter.

Due to the massive shifts in purchasing, lifestyle, and advertising that have

recently occurred, it has become crucial to produce a transitional change in branding. It

has been factored by businesses that their brand tactics are intuitive to their respective

target clientele.  In general, the more transparent the brand is to the understanding of

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consumer behavior, the lengthier the company's concept will adapt and flourish. The

availability of new branding methods in the foodservice industry has given birth to the

concept that all these businesses should make their brand identities more accessible to the

general public. Increasingly strong and unique identities are taking shape in a wide range

of industries, and this is attributable to the reality that the composition and establishment

of a strong identity is a major element of a company's ability to withstand and maintain a

competitive edge marketplace (Heading & Bjerre 2019).

Even the most conscientious business owners can break a key regulation and be

penalized or shut down. Restaurant owners must construct the space in the manner that

they choose. To accomplish so, one must hire eligible designers, engineers, and

constructors. Look for companies who are licensed and can keep the project on track.

Restaurants must comply with city inspection regulations during the building phase. It

needs permissions at multiple distinct stages. Before the building can begin, some cities

may require to submit development plans for approval. The city's health agency and

planning department will both be involved in the development of the restaurant.

The agency and planning department needs to keep the location up to code in

terms of business and health requirements after you open a restaurant. If these inspections

are not passed, the city may close the restaurant due to public health concerns (Lesonsky,

2019).

Lesonsky (2019) also stated that safety restrictions in opening a restaurant, state

and municipal health officials must examine restaurants that keep, prepare and serve food

to ensure they are following food safety standards. Each state has its inspection process

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for restaurants. Before you can open, new restaurants must pass inspection. Restaurant

licenses can be revoked for a variety of reasons, including rodent infestations, a shortage

of hot water, and faulty plumbing.

According to Van Duyne (2020), one of the most valuable components of a

restaurant is its brand. It's the compass that guides every decision made in a restaurant,

ensuring that it always stays true to the mission, vision, values, and purpose of a

restaurant. In every business, brand loyalty is prized. Due to the wide range of tastes and

preferences maintained by each consumer, achieving brand loyalty in restaurants might be

even more challenging than typical.

Meanwhile, as per Arruda (2020), the outlines of the branding mobility in

restaurants are attributed, with a great emphasis on rhetorical strategies in which it adjusts

to highly complex interaction and job growth spaces being emphasized. Beyond that,

branding is scrutinized with a skeptical eye towards both its consequences for individuals

and the power structures it constitutes on the foundation of social categories such as

gender, maturity level, race, and status in accordance with the expectations of customers,

among many other considerations.

In addition, for a restaurant to survive in the competitive industry and within the

same sector, it is fundamental for the establishment to develop its own brand identity such

as through marketing. The expanding restaurants that are continuously reopening, as well

as those that have recently started operations, make it imperative for the existing

restaurants to distinguish themselves from the competitors. By integrating these factors, a

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restaurant business can ensure that the brand they are establishing will develop a long-

term individuality while also meeting the other specifications and standards that are

required of restaurants presently (Austin, 2019).

Numerous studies have highlighted the significance of establishing a powerful

brand image, but have mostly overlooked the best business practices for establishing one

in today's environment of innovation (Aaker, 2020). The purpose of this correlational

study is to determine what factors should be taken into consideration while branding

a restaurant. Moreover, the paper's objective is to examine several works of literature

from a wide array of disciplines in order to determine the influence of guest

interpretations on brand recognition. This study will be beneficial to future researchers

who are specialized in the very same knowledge domain.

Background of the Study

In a study published by The Restaurant times in 2018, every establishment,

especially restaurants, needs the help of a branding strategy. Every restaurant requires a

personality that describes the way it is and restaurant branding is one way to accomplish

it. Although it entails more than just creating a nicely designed restaurant logo, branding

also resonates with the customers and requires work and focus to keep them coming back.

Restaurant branding is the process of creating a distinct name and image for a

restaurant in the minds of the customers to distinguish a restaurant from the competition.

This distinct identity will not only distinguish the restaurant from the crowd but will also

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establish it as a distinct entity, generating results in terms of customers’ trust in the

restaurant’s brand and brand image, resulting in a loyal customer base.

There are numerous strategies for branding a restaurant, but the most well-known

methods for creating brand awareness for restaurants are through logos, menu design,

restaurant design, restaurant food, colors used in a restaurant, restaurant name, restaurant

specialty, advertisements, and a social media presence. (The Restaurant Times, 2018)

One of the most valuable aspects of a business or a company is its distinct brand.

It is the point of reference to guide every choice made in a restaurant, ensuring that the

restaurant is always true to its mission, vision, values, and purpose. Having a well-

thought-out brand motivates customers to feel good about their experience in a restaurant,

even if the services weren’t that good or their meal wasn’t cooked properly. This is the

strength of effective restaurant marketing.

There are also restaurant branding trends to adopt that could help one’s newly

opened restaurant. There are several branding trends that restaurants in this industry

might consider adopting. They can create a new logo design or update an existing one,

propose alternative menu items or just fully change the appearance among other things

(Rother, 2021).

Rother (2021) stated that these are some trends that experts can see making

changes and developing for the restaurant’s branding and the industry; getting a

meaningful logo designed, being minimalist, creating brand awareness through

Influencers, creating a hashtag for social media accounts, having optimistic colors and

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font styles, focusing on what your restaurant’s specialty, and branding through

association.

There is so much more to consider when talking about branding a restaurant. The

researchers seek to know the considerations, safety, and restrictions when branding newly

opened local restaurants.

Statement of the Problem

This study aims to determine the impact of guest interpretations on branding.

Specifically, this aims to answer the following questions:

1. What are the demographic profile of respondents in terms of the following:

a. Age

b. Sex

c. Educational Attainment

2. How does guest interpretation affects the branding of a restaurant in terms of the

following:

a. Safety

b. Restrictions

3. Is there a significant relationship between safety and restrictions, and restaurant

branding?

Conceptual Framework

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Figure 1.1 Conceptual Framework

Figure 1.1 describes the conceptual framework of this study. After the researchers

understand how the guest interprets, researchers will know the relevance of safety and

restrictions in a restaurant that will determine the restaurant branding

The process that will be used is through surveys questionnaires. The researchers

decided to do it in google forms and store it in google drive for the security of the data.

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Significance of the Study

The study's main purpose is to identify the considerations of safety and restriction

in branding newly opened local restaurants in Dasmariñas Cavite. This study will be

beneficial to the following:

Restaurant Owners. The study will help restaurant owners extend their

knowledge of branding, safety, and restaurant restrictions.

Customers. The study will help customers to know what kind of service a local

restaurant can provide.

Future Researchers. The study will help future researchers to gain more ideas

about service branding.

Scope and Limitation

This correlational study aims to know what to consider when branding a newly

opened restaurant. The participants are limited to; legal age, with experience in eating at a

fine-casual type of restaurant inside Dasmariñas, Cavite, and is permanent citizens of the

said city.

The study will focus on the customer’s interpretation of the newly opened restaurants

in determining restaurant branding to do a survey. The study will exclusively be

conducted in Dasmariñas Cavite so as the respondents and the data that will be gathered.

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Definition of Terms

To ensure clarity and to provide a consistent frame of reference for the research,

the following terms are defined operationally in the manner in which they were used in

this study.

Branding. is what your company requires to stand out from the crowd and capture

the attention of your ideal customer. It's what turns indifferent customers into brand

enthusiasts and turns first-time purchasers into lifetime customers. It's what you'll need to

stand out, make an impression, and propel your company forward.

Covid 19. The SARS-CoV-2 virus causes Covid 19, an infectious illness. The

majority of those infected with the virus will have mild to moderate respiratory symptoms

and will recover without the need for medical attention. Some, on the other hand, will

become critically unwell and require medical assistance. Serious sickness is more likely

to strike the elderly and those with underlying medical disorders such as cardiovascular

disease, diabetes, chronic respiratory disease, or cancer. COVID-19 can make anyone

sick and cause them to get very ill or die at any age.

Pandemic. The term "pandemic" refers to the "global spread of a new illness."

Most of us lack the natural immunity to fight a new disease when it first appears. This can

result in the disease spreading quickly between people, across communities, and around

the world. Many people can become sick when an infection spreads if they lack natural

immunity to combat it.

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Restaurant Branding. The personality and individuality of your restaurant are

communicated through restaurant branding. Your restaurant's brand reflects its beliefs and

mission, as well as influencing its concept and ambiance. A well-thought-out brand

establishes an emotional bond with visitors.

Restaurant Licenses. is a government-issued license that permits an individual or

business to lawfully operate in a certain geographic territory. It's possible that this is a

state, a city, or a county.

Restaurant Marketing. The goal of restaurant marketing is to bring in new and

returning consumers. Restaurants would go out of business if they didn't have customers.

Restrictions. the state of being limited or restricted, or the limitation or control of

someone or something.

Safety. is a notion that encompasses all actions and procedures taken to protect

people's lives, health, and bodily integrity.

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CHAPTER II

LITERATURE REVIEW

This chapter discusses the related literature that was useful in the

study. Unpublished theses, dissertations, and online sources were used to gather data and

information.

Opening Restaurants During a Pandemic

Wiederhorn (2020) stated that surviving the pandemic, like surviving before it,

entails providing your customers with what they want and need. Wiederhorn considers its

franchisees to be their primary customers as a restaurant parent company, and they’ve

been working closely with them to adapt and innovate in this unprecedented situation.

They have an extensive database of practical knowledge to draw on with nine restaurant

concepts and more than 700 units around the world as they analyze what is and isn’t

currently working to develop strategic action plans that will allow franchisees to reopen

safely in the face of ongoing outbreaks of the disease.

Kwan (2020) also stated that opening a new restaurant under regular conditions is

challenging enough; opening and managing a food company in the midst of a pandemic is

a completely different level. Existing restaurants are still attempting to adapt to the new

normal, including adhering to health and safety guidelines, training employees while

keeping them safe, implementing strict sanitization procedures, and developing a

COVID-19 plan in case anyone tests positive inside the establishment. All of these steps

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must be implemented by new restaurants while striving to acquire a foundation in a risky

business.

A good strategy for opening new units at that time is to capitalize on an existing,

loyal fan base. For example, in Los Angeles, they have opened two new restaurants in the

last few months and plan to open another in the coming weeks. They already have

established a presence in the area, so while there may be restrictions, people are aware of

their brand and their premium food options. There is no transition period. The new

locations are more convenient for their local customers and allow those who have heard

of them but have yet to try their food to do so (Wiederhorn, 2020).

Moreover, Wiederhorn (2020) shared that as restaurant operators open new

locations, it is critical to demonstrate good corporate citizenship by giving back to the

community, especially now. While their existing restaurants adapted to the new

conditions and new locations were opened, we also ensured that our brands were in the

public eye doing good deeds. Throughout the Los Angeles area, their “Fatmobile” made

visits to local hospitals to prepare meals for the doctors, nurses, EMTs, and other front-

line healthcare workers. During campaigns in April, May, and most recently, July and

August, their mobile burger truck distributed over 3,500 meals. Furthermore, Stabley

(2021) stated that ghost Kitchens, also known as Cloud Kitchens, are one of only several

business and technological solutions that restaurants have implemented in the previous

year to fight the economic strains of the epidemic. Ghost and virtual kitchens are another

elements to consider in this scenario that goes hand in hand. They tackle the in-store

social distance problem of separating guests in a dining room by either removing the

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dining room or allowing customers to order from many restaurants from a single

storefront. Ghost and virtual kitchens let customers purchase from their favorite

restaurants’ menus and have them delivered to their homes via Grub hub, Door Dash, or

one of many other delivery systems. Even in areas where inside restaurant sitting is legal,

many individuals still prefer the Togo/delivery experience.

Newton (2021) shared that, COVID-19 has had a significant impact on the

The restaurant industry, yet this is a lively industry full of innovative individuals. The

pandemic has made working in a typically highly competitive industry much more

difficult, and when we emerge from the other side, it will not be the same world. People

will, however, continue to prefer dining out or preparing a meal at home that they do not

have to cook themselves. In the meanwhile, it is up to them in the food service industry to

adapt, be decent citizens who take precautions to protect their staff and customers, and

most importantly, do everything we can to keep the economy expanding, people

employed, and people’s nation well-fed. Amazon Web Services (2021) added that

adopting technology that aid in data collecting, assist in forecasting consumer behavior,

improve safety, and more is critical for restaurants. To stay current with industry trends,

improve customer experience, and make the most of the wealth of data available to guide

company choices, having a dedicated cloud service is essential.

Restaurant Branding

According to Restaurant Branding (2021), restaurant branding conveys the

personality and identity of an establishment. A restaurant brand expresses the restaurant's

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values and mission. Its brand should be noticeable as soon as you walk into the restaurant

and should remain consistent throughout the service style, type of food, and marketing

efforts. Quality restaurant branding not only increases loyalty, but also attracts new

customers who may be drawn to the brand through marketing. Moreover, Kotler and

Keller (2016, p 323, as cited by Wildfeuer, 2018) branding “is the process of endowing

products and services with the power of a brand”. Nevertheless, Kapferer (2012, p 31 as

cited by

Wildfeuer, 2018) says that “branding means much more than just giving a brand name

[...]. It requires a corporate long-term involvement, a high level of resources and skills to

become the referent”.

Van Duyne (2021) also shared that restaurant brand and ways of branding a

restaurant are having a clear vision or concept for their restaurant, creating a mission or

vision statement for their restaurant, understanding market positioning and competition,

developing a brand voice and tone for restaurant brand, using design, branding (logos,

merchandise, colors), and aesthetic to create a cohesive visual brand, and constantly

trying new ideas and evolving a brand with a brand book are all ways to develop a

restaurant brand.

Restaurant Branding (2021) added that cohesion also extends to the online

presence. When they launch a new aspect of the brand, they should always double-check

the brand messaging to ensure it fits within the existing context. Strong restaurant

branding establishes an emotional connection with the customer base and can have a

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significant impact on the success of the business. Restaurant branding is designed to

change over time.

Then, as their client’s relationship with their brand evolves, they can adapt their branding

as well. Their entire brand, including their mission, positioning, voice, style, and

consistency, as well as high-quality cuisine and exceptional service, is what creates a

memorable experience and a wonderful restaurant that draws and retains people (Van

Duyne, 2021).

Restaurant Survival Guide In Time of COVID-19

A study published by Online Philippines. Privacy Policy. in 2021, due to the

compulsory implementation of heightened quarantines across the country as a result of

covid-19, companies have seen a significant drop in sales and operations, with restaurants

becoming essential take-out-only establishments. For restaurant owners who are used to

running their kitchens, though, social media may be a difficult jungle to navigate.

Restaurants should follow food safety and handling procedures, such as hand washing,

wearing protective equipment, wearing hairnets, and sterilizing workstations, especially

during Covid-19. Burton and Zhang (2020) shared that there are several fundamental

standards and guidelines that everyone should follow: obtaining information from the

local health department to see whether an area is witnessing a drop-in cases; maintaining

good infection control practices such as hand cleanliness, and ordering takeout or delivery

if you are at risk or live with someone who is positive with COVID-19.

According to Mortimore (2021), customers desire openness. Customers want to

know that their food is safe and produced sustainably, especially amid the pandemic. The

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most important component in selling is trust, and if you can get the customer's trust that

you are being hygienic and preparing food safely, then sales will be the least of your

concerns. DeFranco (2020) suggested that restaurants should utilize the economic

downturn as a chance to develop genuine relationships. The restaurants should be in the

business of offering experiences - human relationships and encounters that go beyond

food and dollars. COVID-19 is an odd catastrophe in that it robs the people of the only

thing that enables them to adopt adversity: one another. The restaurant might be the

destination for those seeking to re-establish that connection.

Create Branding To Drive Restaurant Sales and Growth

Egbert (2021) stated that she safety and restriction provisions and measures that

any restaurant would implement during this period of upheaval are not specifically

correlated with the branding and trademark of the establishment. Nevertheless, branding is

the strategy that these establishments use is intended to facilitate the company in building

its own brand image and reputation. Before such initiatives in the growth of a company

are performed, branding, or the establishment of a personally distinctive and powerful

personality, is required. This will be the vision that clients and consumers will

contemplate of the company, and it will be leveraged to expand and promote the company

in many domains.

One of the merits of being successful in developing a brand today is that it will be

faster for a company to stand out in a highly competitive business environment. Because

the 'brand' is promoted across a range of outlets, more customers will be enticed to return

to the very same brand. However, if the products, business, or service that is being
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promoted is no significant impact on the effectiveness, these branding efforts may have

adverse implications. Businesses must not only stress the importance of developing a

strong image and identity, but they must also place a significant emphasis on maintaining

the quality of services, the value of the products, and even the management and

supervision of their customers' needs and demands. A good brand image can only be

attained if most of the essential elements and components of the business are operating at

peak performance levels. However well-known a company's brand is, its prestige may still

be tarnished by bad performance and product quality when services or goods are offered

(Rosenberg, 2021).

According to Occhiogrosso (2018), restaurants must break through the clutter in

today's dynamic advertising atmosphere with a cohesive advertising and marketing

strategy. Franchised and chain-leading companies devote a large amount of time, effort,

and budget to this fundamental aspect of their business model. It really is necessary for

their sales department to create and maintain their brand image. Smart restaurant

marketers understand the importance of a consistent brand voice and a well-defined

marketing strategy. This consistency is crucial because all locations in the chain must

provide images and messages to consumers to prevent misunderstanding and brand

dilution.

Pittman (2019) shared that for every concept, scaling up is a difficult task. Brands

seeking to grow must examine a variety of growth possibilities, and each type of timely

service requires its own distinct development plan. The most satisfying step in the growth

process is opening the doors to a new store (or several new stores), but it's also the final
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step—one that comes after several months of mentally, physically, and emotionally

preparing for brand expansion; tirelessly scoping out the best markets and sites, and

establishing a strong team and customer base. Traditional advertising isn't the only way to

build a brand. Although branding characteristics are being used in advertising, it generally

refers to much more. Branding is the process of making a trademark, symbol, values, and

guest experience stand out in the eyes of the consumer. Leading example: a corporation

and its merchandise have a competitive edge over other firms that sell comparable things

(Occhiogrosso, 2018).

Furthermore, Occhiogrosso (2018) also stated that many customers need to know

what a financial institution stands for, its purpose, how it conducts business, and whether

they should enjoy a meal at a particular restaurant. Due to the obvious necessity for guest

commitment, restaurant marketers have shifted their attention from traditional advertising

to creating a comprehensive restaurant experience. Added by Sun (2020), these

experiences include the guests' engagement in community concerns, their

communications with friends and family via social media, and their connection to a

community. Social media platforms such as Facebook, Instagram, and Twitter are

expanded. Today's chain restaurants deploy approaches including traditional advertising,

internet advertising, and community engagement. Social Media is transforming into a

tremendous leveler of the playing field, offering small businesses an advantage over large

businesses. A restaurant doesn’t need a large marketing expenditure to get a customer in

the door with a well-crafted restaurant marketing strategy.

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A restaurant must appeal to the consumer's way of life. The first phase is to

develop a different identity, image, and promotional content. Generally, the restaurant's

owners and a branding team meet to discuss and establish what the restaurant will

represent to its prospective customers. This component should be undertaken at the

beginning of the planning process because competition is bloodthirsty, and branding is

more essential than ever. It takes more than outstanding cuisine and service to captivate

clients and build loyalty and repeat business if they own a franchise or an independent

restaurant. A brand is fundamentally the industry's personality. Furthermore, its worth is

derived from the connection humans form with it. In today's overcrowded restaurant

industry, when numerous chain restaurants provide identical menus, the ability to

distinguish yourself may make or break your career (Occhiogrosso, 2018).

According to brand matters (2018), the business strategy is enabled, expressed,

and brought to life by the brand strategy and brand. As a result, branding is the expression

of an organization's, product's, or service's essence - its purpose for being. Branding

conveys the traits, values, and attributes that an organization or product represents, how it

differs from rivals, and why a buyer would purchase it. The brand's marketing strategy

must provide a distinct image, feeling, and message to its target audience. The techniques

adopted will be determined by the idea, cuisine, target audience, location, human

resources, and budget of the restaurant. Furthermore, Ochiogrosso (2018) said that when

planning and developing, one of the most important factors to consider is the target

audience. When introducing a new product, one of the most important things to consider

is the target audience. For example, if a quick-service restaurant's target demographic is

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elderly customers, a print and television approach emphasizing affordability, value, and

convenience may be the most effective way to reach out to the potential customer.

Restaurant Branding Tips to Create Brand Awareness for Restaurant

The reality that the outbreak appeared to be under the regulation is that consumer

preference did not immediately revert back — that consumer demand will not instantly

rebound when restrictions are withdrawn. Foodservice operators that plan ahead to adjust

and strengthen their restaurant models for the "new baseline/normal" will be better

situated to reestablish sales volumes that were previously achieved before the recession

and crisis began. Due to COVID-19's dining limits, several alternative techniques were

taken to modify company structures (Aaker, 2020).

According to The Restaurant Times. Restaurant Branding: How to Brand A

Restaurant Business. (2021), there are around 15,000,000 restaurants, pubs, and cafés

around the globe, and when it includes disorganized small-scale hotels, the numbers may

be beyond our imagination. So, as yet another restaurant in the vast hospitality universe,

how can they set themselves apart from the competition? The solution is in restaurant

branding and marketing.

Brand image is essentially concerned with providing a consumer impression of the

brand. Basically said, first perceptions are an element and fundamental in establishing

one's long-term identification. This is not the same thing as producing leads to enhance

brand recognition and market presence. Brand awareness programs that are

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comprehensive and excellent will aid in the generation of spontaneous page views.

Branded exploration is one of the most critical indicators for assessing brand awareness,

and it is among the most regularly utilized (Labrecque, 2021).

However, restaurant branding isn't as simple or straightforward as they may

assume. Arnett (2018) shared that restaurant branding is the process of generating a

distinct name and image for the restaurant in the minds of the customers in order to

distinguish themselves from the competitors. This distinct identity will not only set it out

from the crowd but will also establish it as a distinct entity. It enables potential customers

to instantly recognize your concept and brand identity from a distance, long before they

take a step into your restaurant. A logo and a brand name communicate the essence of

your business and are frequently the first engagements a customer has with your business.

McCarthy (2020) stated that restaurants must adapt to changing times and put their

best foot forward to brands both online and off. It has evolved into one of the most

important foundations of restaurant brand recognition in the modern-day. Implementing a

strategic restaurant brand awareness campaign will provide your restaurant with the

consistency it needs to enable guests to readily recognize your company and establish

brand loyalty. It cannot be emphasized how significant it is to keep your brand consistent

as you expand your business and reach new consumer bases while still engaging your

loyal regulars. Restaurant branding elevates a household name. When consumers identify

as a brand rather than simply another food chain, they know they've arrived at the proper

spot to match their gastronomical expectations and create unforgettable experiences.

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Starbucks, for example, greets us with the same logo and storefront design no

matter where we travel around the globe. If it intends to expand, having the correct

branding in place is critical. People cherish benevolence and are willing to travel into

uncharted territory. As Smith (2021) stated in her article, due to a sensory element of

restaurant dining, the brand must incorporate a variety of components that affect the

customer. A great restaurant brand is obvious in every interaction with a customer, from

ads to the presentation of food. The visual aesthetic and writing style is carried over to

marketing materials such as the website, menu, take-out orders, commercials, and

business cards. To enhance the brand, even more, include the same visual design in the

interior and staff’s attire. A restaurant that advertises itself as “fine dining with a touch”

may outfit its servers in formal attire and use vibrant plating designs.

As a restaurant expands, so does its branding. It takes years to establish a

reputation. But keep in mind that branding only works if we have a fantastic product and

exceptional customer service (The Restaurant Times. Restaurant Branding: How to Brand

A Restaurant Business, 2021).

Synthesis

Opening a new restaurant under normal conditions is difficult enough; opening

and managing a food company in the midst of a pandemic is on a completely different

level. Existing restaurants are still attempting to adapt to the new normal, which includes

following health and safety guidelines, training employees while keeping them safe,

implementing strict sanitization procedures, and developing a COVID-19 plan in case

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anyone tests positive inside the establishment. Quality restaurant branding not only

increases customer loyalty but also attracts new customers who may be drawn to the

brand due to marketing.

The overall goal is to capitalize on established brand recognition while meeting

specific local demands. The brand strategy and brand enable, express, and bring to life

business strategy. One of the most important factors to consider when planning and

developing is the target audience. This study intends to determine the impact of guest

interpretation and the relationship between safety and restrictions on branding. Therefore,

in order to address this study, the researchers will give out survey questionnaires to the

respondents, study-related literature, and understand the data.

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CHAPTER III

This chapter presents the Research Design, Locale of the Study, Sources of Data,

Data Gathering Procedure, Research Instrument, and Data Analysis.

Research Design

This study will use a quantitative research design as it will be easier to collect,

formulate, and transpose data. It can be used to find patterns and averages, make

predictions, test causal relationships, and extrapolate results to a larger group of people

(Bhandari, 2020). For descriptive, correlational, and experimental research, you can use

quantitative methods. Whereas, in social science, qualitative research collects and

analyzes non-numerical data in order to gain a better understanding of social life through

the study of a specific population or a specific location.

According to Bhandari (2020), A correlational research design does not allow the

researcher to control or manipulate any of the variables being studied. Two or more

variables can be shown to be linked by a correlation, which indicates the strength and/or

direction of a relationship. It is possible to have a correlation that is both positive and

negative.

For the purpose of strengthening the link between Guest Interpretation and

Branding, the researcher will utilize correlation. In particular, the importance of 'Safety

and Restrictions in Restaurant Branding' will be demonstrated. Customers of the recently

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introduced restaurants will be required to complete survey questionnaires, which will

allow the investigators to get valuable insight into their experiences. The respondents will

be prompted to complete a questionnaire, the findings of which will be used to verify and

validate the study's conclusions. Using reliable and legitimate data collection instruments

will help to guarantee that the critical information is appropriately generated.

Sampling Technique

The non-probability snowball sampling method will be used by the researchers.

The characteristics of networking and referral are central to snowball sampling, one of the

most popular sampling methods in qualitative research. A small group of people who

meet the criteria for the study is selected as "seeds" and invited to participate as research

participants. Following the agreement of the participants, they are then asked to

recommend other contacts who fit the research criteria and who may also be willing

participants, and so on. As a result, researchers make use of their personal social networks

to form the first links in a sampling chain, capturing a growing number of participants.

(Parker et al., 2019).

As a result of the high variation associated with locating and choosing

respondents in this research, the sampling approach used is reasonable. Finding a subset

of participants is challenging and complicated for the researchers, which is why referrals

from other respondents will be required in order to obtain and collect the necessary data.

Obtaining more participants via recommendations will be less difficult and more

convenient for the researchers.

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This sampling technique will be beneficial to the investigation considering this is

all about safety and constraints in order to determine the restaurant brand identity and

position. Responses from study participants who have had a positive dining experience at

some restaurants will facilitate the researchers by disseminating information about the

restaurant's amenities, product lines, and brand identification, as well as any supplemental

information that is relevant to determining the restaurant's corporate identity.

Locale of the Study

The study will be conducted in the City of Dasmariñas, Cavite within the

academic year 2021-2022. The city was dubbed the “University Capital of Cavite” since

it has the highest number of universities in the province. It has a wide variety of

commercial establishments, including retail malls, fast food chains, groceries,

convenience stores, restaurants, etc.

The place was selected as the researchers are updated and know the city if it has

new or starting up restaurant businesses that will help the study as well as the researchers

and as it is the nearest city to all of them. The researchers gathered participants with the

help of the internet and personal sources. The participants of this research study are the

customers of the newly opened local restaurant in Dasmariñas, Cavite.

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Sources of Data

The researchers will gather data from primary sources and secondary sources. The

primary sources are the participants of the study which are the customers who have

experience in dining at a restaurant and are residing in the city of Dasmariñas, Cavite.

The researchers will utilize a premade questionnaire in this study. The secondary sources

of data will be the information gathered from journals, articles, and newspapers.

Participants of the Study

The participants of the study are restaurant consumers consuming newly opened

restaurants specifically in the year 2020-2021. The participants should have experience

dining in a restaurant inside the city of Dasmariñas. The participants should be of legal

age and are residing in Dasmariñas, Cavite.

Data Gathering Procedure

After the researchers collected the approved letter to conduct a survey. The

researchers will utilize the research instrument proposed by Julia Wildfeuer to ensure the

credibility of the study, moreover, the research instrument highlights the role of

customers in determining restaurant branding. Subsection moderators gave their

permission and authority for the transmission of links to the questionnaires via the use of

the survey methodology, that the researchers used. The instructions were sent out to the

participants who had been shortlisted for the survey data. Furthermore, the researchers

will draft a letter of permission for the study that will be done on the respondents who

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have been chosen. The researchers opted to store the data on Google Drive so that it could

be accessed from any location that was convenient for them. One of the researchers was

tasked with storing all of the data in case there will be an event of an emergency. This

study will need a major investment of time, effort, and skill on the part of the researchers.

Research Instrument

The research instrument used in the study is a premade survey questionnaire

used and proposed by Julia Wildfeuer. The researchers will be conducting this study

using survey questionnaires. A survey is a collection of questions that have been

methodically created to be completed by a particular population indispensable to

gathering facts and data for the research. The survey questions that will be completed by

the participants will aid in identifying the feasible alternative to the study's main subject

and will also provide information about the relevant facts that will be essential to be

determined in order to corroborate the study's findings.

Five facets were employed in the investigation. Part I: The Front Page of the

Survey Form, Part II: Items Collecting Respondents' Demographic Profiles, Part III:

Questionnaires regarding 'how guest interpretation and/or customer satisfaction affects

the restaurant branding' Part IV: Questionnaires regarding 'the safety and restriction, and

restaurant branding having a relationship', and Part V. Affirmative Letter.

During data collection, the researchers took into account the health standards and

safety requirements that were in practice. Due to the sheer outbreak, it is vital to establish

indirect contact with the participants; thus, an online survey is the most practical method

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of collecting information. In addition to being flexible and readily accessible by

participants, online surveys and questionnaires are helpful for researchers since it presents

a system that allows them to acquire and interpret data without a lot of hassle.

Participants' willingness to participate, their availability, and their confidential

interactions were all considered carefully by the researchers.

Data Analysis

The researchers analyze the data collected from participants using statistical

analysis. The process of gathering and analyzing data to uncover patterns and trends.is

known as statistical analysis. It is a strategy of using statistics to eliminate biases in

reviewing information. It can also be viewed as a scientific tool that can aid in decision-

making. (Brooks, 2020) Statistical analysis will cover the frequency, weighted mean,

Mode, Likert scale, and Pearson r. This study is going to be a correlational study thus, the

significance of statistical analysis.

Statistical Treatment of Data

The following statistical methods will be utilized to analyze the data collected from the

study's respondents.

1. Frequency. A frequency will be used to analyze the demographic profile

variables of the respondents.

2. Mean. This statistical tool will be used to compute the average of the responses in

the questionnaire assigned by the respondents during the actual data collection

procedure. The following is the mean formula:

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Where:

= Mean score

∑ = Summation symbol

N = Total number of respondents

3. Mode. The mode value is the one that appears the most frequently. A particular

collection of data may contain multiple modes or none at all. While extreme

values do not affect the mode in data comparisons, the usefulness of mode in

data comparisons is diminished when more than one mode exists.

Where:

I = lower limit of modal class h = size of class interval

(assuming all class sizes to be equal) f1 = frequency of the

modal class f0 = frequency of the class preceding the modal

class f2 = frequency of the class succeeding the modal class.

4. Likert Scale. The following Likert Scale serves as the guide for interpreting the
data gathered.
Scale Mean/Equivalent Corresponding Remarks

4 3.51-4.50 Strongly Agree

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3 2.51-3.50 Agree

2 1.51-2.50 Disagree

1 1.00-1.50 Strongly Disagree

5. Pearson R

Where:

r = correlation coefficient x1 = values of

the x-variable in a sample x̄ = mean of

the values of the x-variable y1 = values

of the y-variable in a sample ȳ = mean of

the values of y-variable

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