Customers’ Preferences on Food Serving in Sorsogon City

Dining in a food-serving business strengthens the bond and relationship with friends and family members. Customer desires are the top priority of every business owner in offering products and services. This research explores what customers in Sorsogon City prefer as far as food service establishments are concerned and utilizes a descriptive design together with quantitative means to identify factors influencing customer choices among restaurants, fast food chains, and food stalls. Data was collected through surveys and interviews with fifty customers including three food business owners or managers using purposive and convenience sampling. The research focused on customer preferences in food variety, product price, promotion, and customer service. It also examined how food businesses ensure customer satisfaction in these areas. It was found that to keep the customers satisfied, food-serving businesses should have diverse menu selections, use social media to promote the business and offer good services too. The study concluded that customers prioritize local cuisine, reasonable prices, and good service. It recommended promoting local cuisine, integrating technology, and prioritizing location selection. The research also suggests training food businesses in marketing strategies and adopting the proposed strategic business plan. Finally, it proposes further research on the food preferences of specific customer segments and the influence of culinary travel.