Judy Ann A. Galleno (Author)
Abstract
Over the past decade, the Philippines has witnessed a remarkable surge in the popularity of coffee shops, marking a cultural shift in the way Filipino socialize and consume beverages. This qualitative study explored the evolving environment of coffee shops in Capiz, examining the initiatives that shaped the business dynamics. The participants of the study were the 22 coffee shop owners/managers in the Province of Capiz who were registered in the Department of Trade and Industry. Data analysis underwent two phases of data collection and was conducted using Braun and Clarke’s five stages of thematic analysis. All audio recordings were transcribed verbatim. One-on-one interviews using a researcher made 15 – item interview guide was employed. Based on the results, Coffee shop owners in Capiz were driven by the following initiatives when they established their business: diversification and expansion, adaptation to trends and customer preferences, passion and personal interest, Community engagement and support, learning and development, and entrepreneurial spirit and planning. The study concluded that Capiz coffee shop owners are well-positioned to thrive in a complex and evolving industry landscape, emphasizing a blend of passion, strategic planning, and community-oriented approach.
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Keywords: Coffee Shops, Initiatives