Brand Performance Analysis of Selected Casual Dining Restaurants In the Philippine’s National Capital Region: Basis for Proposed Strategic Brand Mechanism Model

Abstract

Sustainability issues for the Philippine casual dining restaurants have been a widespread problem in the current condition of the pandemic. This paper aimed to propose a business approach, with brand standardization and recalibration, to be able to succeed competently in the market. In order to ensure that customer attitudes fulfil their satisfaction and desire, different drivers of brand success, such as marketing, innovation, service qualities, and corporate social responsibility, are essential. A quantitative-descriptive approach was employed with a Cronbach's alpha coefficient yielded a value of 0.982 with 510 respondents located in the National Capital Region with 46 survey questions. The analysis was done using the Spearman Rho Correlation and Analysis of Variance (ANOVA). The findings revealed that there is no significant relationship between the drivers of brand performance and customer attitudes towards brand preference. Furthermore, the findings have shown that the null statement of the large disparity between the customer profiles was rejected and said that at least one of the two samples has a substantially different meaning. The study depicted a brand standard mechanism model which composed of six brand dimensions, namely Brand Management, Brand Service Performance, Brand Safety Protocols and Sanitation, Brand Technical and Operational Design, Brand Menu Selection and Pricing, and Brand Awareness and Sustainability as part of Strategic Brand Mechanism for Casual Dining Restaurants. It is concluded that the well-being and hygiene of casual dining restaurants have been the most difficult in light of the current standard customer support and satisfaction. It is also inferred that the preferences and happiness of the consumer impact.