The Sustainable Catering Service Industry in the Philippines During the COVID-19 Pandemic

Abstract

COVID-19 was the most detrimental pandemic in the 21st century. It challenged the catering industry severely due to various restrictions and economic downturns. Likewise, the catering sector encountered various obstacles to sustaining the business in the rural areas of the Philippines. Nevertheless, there is no in-depth research into the catering industry. Therefore, this study endeavors to evaluate the sustainability of the catering service sector in the Philippines during the COVID-19 pandemic. It considers the guided principles of Michael Porter’s five forces and the generic strategy. The inductive approach and qualitative research strategy are also reflected. Consequently, respondents such as the owner and manager of a case company were interviewed over the phone. Narrative analysis was accomplished to explain the sector's resilience and adaptation strategies amidst the crisis.

The empirical findings show that companies commonly encountered supply chain distribution, financial, and operational issues in the catering service industry in the Philippines during the COVID-19 crisis. To overcome the challenges, the companies successfully implemented business strategies reforming safety measures, product and service innovation, and customer satisfaction. Furthermore, the study indicates that Michael Porter’s five forces and generic strategies must consider the business model elasticity to sustain the businesses in any crisis.

The study suggests that Philippine companies must incorporate sustainable initiatives into their regular business operations, considering flexibility in supply chain management, digital technologies for business operation, employees’ and customers’ hygiene, and customer satisfaction. Finally, continuous innovation in products and services, processes, and business models assist companies in making sustainable and resilient in any disaster like the COVID-19 pandemic.