Enhancing Restaurant Performance: Ahp-Based Evaluation of Improvement Strategies for Muy Sabrosa Restaurant

This study examined the challenges faced by Muy Sabrosa Restaurant, a small family-owned establishment in Liki, Sogod, Cebu, struggling with low customer traffic and sales due to poor location and limited brand visibility. Using the Analytical Hierarchy Process (AHP), the research evaluated five key strategies: enhancing marketing and online presence, introducing delivery services, offering special promotions, partnering with nearby businesses, and improving accessibility. A quantitative research design was utilized, gathering data from 349 respondents, including customers, restaurant management, industry experts, and local business owners. The findings revealed that the restaurant’s primary customers are young adults (18-35), predominantly female, comprising students and working professionals who dine infrequently. Poor accessibility and visibility were major barriers, with accessibility receiving the lowest rating (4.69). Customers also expressed concerns about pricing fairness (4.79), portion sizes (4.84), and value for money (5.15), though the restaurant was positively rated for ambiance, service quality, knowledgeable staff (5.81), and comfortable seating (6.00). The likelihood of returning was moderate (5.14), while delivery services were well-received (5.84). AHP ranked enhancing marketing and online presence as the most effective strategy, followed by delivery services and special promotions. To further support these initiatives, the restaurant can implement a loyalty card system and referral program with small rewards. Targeted promotions, such as bundle deals and special event offers, can attract more customers. For long-term growth, relocation or renovation should be considered if short-term efforts prove insufficient. These findings highlighted the importance of data-driven decision-making in improving customer engagement and sales.