INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)

ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue XI November 2025

Factors Affecting Local Acceptance and Resistance to Modern

Filipino Cuisine of Selected Restaurants in Parañaque City

¹Prof. Dolores A. Retirado, LPT, MBA., ²Carlo Gil Celerio., ²Raichelle Memoracion., ²Cindy Salibio.,

²Raven Airra Mari N. Valencia

¹Lyceum of the Philippines University Manila

²STI College Sta. Mesa

DOI: https://dx.doi.org/10.47772/IJRISS.2025.91100305

Received: 22 November 2025; Accepted: 27 November 2025; Published: 09 December 2025

ABSTRACT

The study focuses on understanding how modernization in Filipino cuisine affects local diners’ acceptance or

resistance, specifically within selected restaurants in Parañaque City, Philippines. It explores the dynamic tension

between the preservation of traditional Filipino food and the emerging modern adaptations fueled by

globalization. The modernization of Filipino food is continuously emerging, particularly in Parañaque City,

Philippines. As globalization drives these changes, a tension arises between preserving traditional Filipino

cuisine and embracing modern adaptations within the food industry, making efforts toward food preservation

increasingly necessary. This study focuses on evaluating how these changes affect local acceptance and

resistance toward modern Filipino cuisine in selected restaurants in Parañaque City. Using a self-made

questionnaire consisting of a Likert Scale, researchers gathered data from 400 respondents aged 18 and above

who have dined at notable restaurants such as Manam, Mangan, Fely J’s Kitchen, and Golden Cowrie. The

purposive sampling method was employed to ensure that respondents possessed characteristics relevant to the

study, enabling accurate insights into consumer perceptions. The findings revealed a significant difference in

factors influencing acceptance and resistance. The most important factor driving local acceptance was related to

people—highlighting the importance of excellent quality service—followed by physical evidence and place,

which refer to the restaurant’s ambiance and accessibility, respectively. These elements play a crucial role in

shaping customers’ dining experiences and acceptance of modernization in Filipino cuisine.

Conversely, price and product quality emerged as the primary factors contributing to local resistance. Some

customers expressed sensitivity to pricing and dissatisfaction with the food quality, which hindered their

acceptance of modern Filipino dishes. The respondents displayed diverse perspectives about the factors affecting

both acceptance and resistance, suggesting that modern Filipino cuisine evokes varied emotional and practical

responses within the community. The study’s results provide a valuable framework for restaurants to address

resistance by improving customer experience, while simultaneously enhancing the positive factors that

encourage acceptance. This balanced approach assists in harmonizing modernization with the preservation of

traditional Filipino culinary heritage, ultimately supporting sustainable growth and customer satisfaction in the

local food industry.

Keywords: Modern Filipino Cuisine, Food Modernization, Traditional Filipino Food Preservation, Customer

Acceptance, Customer Resistance, Dining Experience Factors. Food Industry Globalization, Restaurant

Ambiance, Service Quality, Price Sensitivity,

INTRODUCTION

The transmission of recipes allowed food to acquire its own language and grow into a complex cultural product

shaped by climate, geography, and the pursuit of pleasure. Montanari, M. (2006), Food is culture. In numerous

nations, including Italy, Japan, and France, traditional recipes are strongly safeguarded as elements of cultural

heritage. Traditional foods are seen as a significant part of a country's cultural identity, and when recipes are

changed; it can lead to strong reactions. Filipino cuisine evolves by incorporating traditional flavors with modern

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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)

ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue XI November 2025

culinary innovations to adapt to rapidly changing consumer tastes and a larger audience. This brings a mix of

acceptance and resistance, as some people adapt to these changes while others prefer the traditional food.

Food acceptance and resistance are important in determining how consumers react to these changes. Acceptance

refers to a willingness to embrace new ideas, particularly if convenience is improved, health benefits, or sensory

experiences. Consumers reject innovation when they recognize it as a threat to cultural authenticity, due to the

fear that modern influences will weaken traditional flavors and culinary practices. According to Levke (2020),

individuals could benefit from the advantages of innovations, while businesses may maintain or boost their

market share and profitability. However, in the food industry, innovations often experience disapproval and

rejection from consumers, resulting in decreased acceptance of those innovations.

Restaurants in Parañaque City offer modern Filipino cuisine that reflects the city's changing food culture. These

changes are essential to survive in a changing consumer environment, but they also raise concerns about how

locals view these changes. Do they prefer modern flavors or traditional culinary food? The modernization of

Filipino cuisine is becoming popular in cities like Parañaque, which reflects global culinary trends. However,

locals’ reactions to these changes differ. Some of them see modernization of food as a way to improve and

expand Filipino cuisine, being recognized more on the global market. However, others resist this as they are

concerned, these changes might weaken the authenticity and cultural significance of traditional dishes.

This research aims to evaluate the specific factors affecting local acceptance and resistance to modern Filipino

cuisine, providing a deeper understanding to identify key factors that influence consumers in accepting and

resisting modern Filipino cuisine in Parañaque City.

LITERATURE REVIEW

Globalization has significantly influenced culinary practices worldwide, presenting both opportunities and

challenges. Mathew (2024) highlights that globalization enriches culinary experiences by increasing access to

diverse ingredients and techniques but threatens traditional foodways by marginalizing indigenous crops and

local breeds, leading to biodiversity decline. To counteract this, preserving culinary heritage via support for local

farmers and sustainable food practices is crucial. Culinary tourism and educational programs also play important

roles in raising awareness about protecting traditional cuisines.

Innovation in food development is essential to meet evolving consumer demands, yet it creates tension with

traditional culinary practices. Guiné et al. (2021) emphasize that successful culinary innovation respects

tradition, enhancing culinary identity by balancing modernization and preservation. Rajan (2023) further notes

that food culture evolves through globalization, creativity, and historical roots, advocating for embracing this

evolution while preserving cultural authenticity.

Consumer acceptance of food innovations depends on familiarity and integration of traditional elements.

Feldman and Wunderlich (2022) argue that food blending innovation with traditional ingredients resonates more

deeply with cultural groups. Chen and Perez (2021) illustrate continuous culinary evolution through

Mediterranean cuisine, shaped by historical intercultural exchanges, maintaining relevance by blending tradition

with innovation.

In the Filipino context, preservation of culinary heritage is vital amid modernization. Giray et al. (2021) and

Mercado and Andalecio (2020) document the diversity and cultural significance of native dishes such as pancit,

linking them to social, historical, and symbolic identities. UNESCO (n.d.) confirms that culinary traditions

contribute to community heritage but face threats from globalization, requiring preservation efforts.

Innovative Filipino dishes, such as Coconut Meat Sisig (Serato et al., 2024) and Suman Kalabasa (Cajayon et

al., 2024), demonstrate market potential by blending health benefits and tradition. Colonial influences affected

Filipino culinary identity, with resistance to foreign dominance playing a role in preserving food heritage (Caisip,

2023). Education, policy, and technology, like cooking tutorial applications, support culinary preservation

(Gelera et al., 2023).

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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)

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Consumer dining experiences are influenced by food quality, ambiance, price, and location (Valdez et al., 2020;

Khan & Aditi, 2020; Roy et al., 2022). Authenticity, familiarity, and perceived value critically affect acceptance

or resistance toward modern food trends (Kim et al., 2019). Staff responsiveness and physical environment

further enhance customer satisfaction and loyalty (Marković et al., 2019; Ozdemir-Guzel & Bas, 2020)

METHODOLOGY

When collecting primary data from survey questionnaires with closed-ended questions, researchers employ the

descriptive method to expand the understanding of the researchers by describing the present state of the identified

variable for this study. This study uses a descriptive research design, which focuses on observing and describing

a phenomenon with its characteristics. According to Mccombes (2022), Descriptive research is useful for

studying a particular topic, allowing researchers to develop a clear, accurate understanding of data, which

includes identifying patterns and gaining insights from it. Emphasize that this design is suitable for studies that

focus on describing and summarizing characteristics, behaviors, or traits within a population, which involves

using surveys, observations, or data analysis to gather data.

The descriptive research design aligns with the objectives of this study. Using descriptive research can enable

the study to gain information about consumer preferences, particularly in acceptance and resistance factors

within the four restaurants in Parañaque City. This would help the researchers to gain valuable insights into how

locals view modernized Filipino dishes. This approach enables the researchers to measure the acceptance and

resistance factors, identify such patterns, and understand how these factors impact the emerging trends of modern

Filipino cuisine among local consumers, which is essential for the study.

RESULTS AND FINDINGS

Presentation, Analysis, and Interpretation of Data

Subproblem No. 1. What is the demographic profile of the respondents?

Age

Table 1. Respondents as to Age

Age

Prequency

13

Percentage

3.25

51 years old and above

41-50 years old

31-40 years old

21- 30 years old

20 years old and below

TOTAL

51

12.75

27.00

38.25

18.75

100

108

153

75

400

Table 1 shows the age distribution of 400 respondents. The majority of respondents, 38.25 percent, are in the

21-30 age group, followed by 31-40-year-olds at 27 percent. Those in the 20-year-old and below category make

up 18.75 percent of the sample. Meanwhile, 12.75 percent of respondents are aged 41-50, and the smallest group,

3.25 percent, consists of those aged 51 and above. This data reveals that younger adults (ages 21-40) represent

the most substantial portion of the sample, accounting for 65.25 percent of respondents.

A relevant study from Purdue University emphasized that younger generations, particularly Millennials and Gen

Z (ages 18-30), tend to place greater importance on social and environmental responsibility in their food choices,

a trend that aligns with younger adults' significant representation in food-related studies Purdue University

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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)

ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue XI November 2025

(2024). This generational preference for socially and environmentally conscious decisions could be related to

the substantial portion of younger adults (21-40 years) in this study sample, as these age groups are more actively

engaged in food trends that reflect their values and social priorities. Similarly, European research has found that

young consumers are generally more supportive of traditional and local food products, indicating that younger

adults not only prioritize conscious food choices but also maintain interest in culturally significant foods

Vlontzos et al., (2019). This pattern supports this findings, as a substantial portion of the respondents may exhibit

similar openness to modern adaptations of Filipino cuisine while valuing traditional roots.

Sex

Table 2. Respondents as to Sex

Sex

Frequency

220

Percentage

55.00

Male

Female

Total

180

45.00

400

100

Table 2 presents the gender distribution of the 400 respondents, showing that 55 percent are male and 45 percent

are female. This slight majority of male respondents suggests that the study’s findings may be more

representative of male perspectives. However, the relatively balanced gender distribution—only a 10 percent

difference— indicates that both male and female viewpoints are substantially represented, allowing for a fairly

comprehensive analysis of gender-related responses. This balance may enhance the relevance and applicability

of the study's findings across both genders.

This aligns with findings Bilog, D. Z. (2021), where 50.6% were male and 40.4% were female. Although there’s

a slight variation in percentages, the similarity in male predominance reinforces the observation that male

perspectives may be slightly more represented. However, both datasets demonstrated relatively balanced gender

distributions, with differences small enough to suggest that findings are applicable to both genders. This balanced

representation may strengthen the study's relevance and applicability across genders, providing a solid basis for

gender-related analysis.

Restaurant

Table 3. Respondents as to Restaurant

Restaurant

Manam

Frequency Percentage

100

400

25

100

Mangan

Fely J’s Kitchen

Golden Cowrie

Total

Table 3 shows an equal distribution of respondents across four restaurants— Manam, Mangan, Fely J’s Kitchen,

and Golden Cowrie—with each restaurant having 100 respondents, representing 25 percent of the total sample.

This balanced representation across all four restaurants ensures that insights from the study are not skewed

toward any particular establishment. Consequently, the findings will equally reflect the customer experiences,

preferences, and perspectives associated with each restaurant, allowing for fair comparisons and more

generalizable conclusions about the dining experiences across these venues.

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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)

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This aligns with the sampling method that was used in the study which is the purposive sampling method.

According to Etikan,et al. (2019), researchers use purposive sampling or known as judgement sampling because

in some situations, the number of population may not be well defined. Selecting and identifying participants who

have a knowledge and experience in the interest and topic of the study. In addition to this, the study also states

the importance of availability and the willingness to participate of respondents. To conclude, this sampling

method is selecting participants who’s with particular characteristics are perfectly suit on the study.

This also aligns with the theory that was used in the study which is “The 7P’s of Marketing Mix”. According to

the study of Analyzing and Exploring the Effectiveness.

Each Element of 7P’s of Marketing Mix (2022), this theory is used as each element of the marketing mix is

important and this affects not just the establishment or organization itself and its activities, but also the

competition, time, industry and specific sector. This theory was used as a parameter to measure the local

acceptance and resistance of modern Filipino Cuisine in the four restaurants at Parañaque City.

Subproblem No. 2. What are the factors affecting local acceptance of modern

Filipino Cuisine of Selected Restaurants in Parañaque City?

Product

Table 4. Assessment of Product

Indicators

Manam

Mangan Fely J’s Golden

Kitchen Cowrie

Composite Rank

WM VI WM VI WM VI WM VI WM VI

3.17 3.52 SA 3.69 SA 3.40 SA 1.5

1. Modern Filipino food dishes such as 3.21

Seafood Kare-Kare, Chicken Tinola sa

gata, Halo- halo Turon, Cassava Bibingka

with buko , etc. are appetizing and have a

well-balanced flavor, providing a twist that

blends with innovation.

A

2. Food presentation enhances the dining

experience and could lead to Customer

3.18

A

3.16

A

3.46 SA 3.54 SA 3.33 SA

3

satisfaction,

Memorable

dining

experience, and elevate the dining

atmosphere.

3. The restaurant offers creative

modernization of Filipino Cuisine that not

only meets but exceeds customers’

expectations (e.g. Seafood Kare-Kare,

Chicken Tinola sa gata, Halo-halo Turon,

Cassava Bibingka with buko etc.)

3.37 SA 3.16

A

3.45 SA 3.61 SA 3.40 SA 1.5

3.25 SA 3.16 AS 3.48 SA 3.61 SA 3.38 SA

Overall weighted mean

Legend:

Option

4

Range

Interpretation

Strongly Agree (SA)

3.25 - 4.00

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3

2

1

2.50 - 3.24

Agree (A)

1.75 – 2.40 Disagree (D)

1.00 – 1.74 Strongly Disagree (SA)

Table 4 evaluates factors affecting local acceptance of modern Filipino cuisine among selected restaurants in

Parañaque City by assessing product-related indicators. These indicators focus on the flavor and innovation in

modern Filipino dishes, the role of food presentation in enhancing the dining experience, and the creative

modernization of Filipino cuisine to meet or exceed customer expectations.

Modern Filipino food dishes such as Seafood Kare-Kare, Chicken Tinola sa gata, Halo-halo Turon, Cassava

Bibingka with buko, etc., are appetizing and have a well- balanced flavor, providing a twist that blends with

innovation. This indicator assesses whether customers find modern Filipino dishes flavorful and innovative.

Golden Cowrie received the highest weighted mean (WM) of 3.69, interpreted as "Strongly Agree" (SA),

indicating strong customer satisfaction. Fely J's Kitchen follows closely with a WM of 3.52 (SA), also showing

high approval. Manam and Mangan scored lower, with WMs of 3.21 and 3.17, respectively, interpreted as

"Agree" (A), suggesting moderate satisfaction in these areas.

Food presentation enhances the dining experience and could lead to customer satisfaction, memorable dining

experience, and elevate the dining atmosphere. This indicator highlights the impact of food presentation on

customer satisfaction and the dining atmosphere. Golden Cowrie leads again with a WM of 3.54 (SA), closely

followed by Fely J’s Kitchen with a WM of 3.46 (SA), showing that customers strongly appreciate the

presentation at these establishments. Manam and Mangan received WMs of 3.18 and 3.16 (A), respectively,

indicating that while the presentation is positively perceived, it is less impactful compared to Golden Cowrie

and Fely J's Kitchen

The restaurant offers creative modernization of Filipino cuisine that not only meets but exceeds customers’

expectations (e.g., Seafood Kare-Kare, Chicken Tinola sa gata, Halo-halo Turon, Cassava Bibingka with buko

etc.). This indicator evaluates customer satisfaction with the creativity and modernization of Filipino dishes.

Golden Cowrie (WM 3.61, SA) and Fely J’s Kitchen (WM 3.45, SA) again received high ratings, indicating that

customers feel these restaurants offer a highly innovative dining experience. Manam scored a WM of 3.37 (SA),

showing customer agreement with its creative approach, while Mangan’s WM of 3.16 (A) suggests a relatively

lower but positive reception.

The overall weighted mean scores reflect the general satisfaction of respondents with the product quality at each

restaurant. Golden Cowrie received the highest score (WM 3.61, SA), followed by Fely J’s Kitchen (WM 3.48,

SA) and Manam (WM 3.25, SA), while Mangan had the lowest rating (WM 3.16, A). These results suggest that

Golden Cowrie and Fely J’s Kitchen are more successful in providing innovative, well- presented, and flavorful

modern Filipino dishes, leading to higher local acceptance.

Generally, the assessment of product-related factors affecting local acceptance of modern Filipino cuisine in

selected restaurants. The indicators, ranked by their composite weighted mean (WM), reflect customer

perceptions of flavor balance, presentation, and culinary innovation.

Modern Filipino food dishes such as Seafood Kare-Kare, Chicken Tinola sa gata, Halo-halo Turon, Cassava

Bibingka with buko etc., are appetizing and have a well- balanced flavor, providing a twist that blends with

innovation. This indicator ranks highest, tied for 1st place with a composite WM of 3.40, interpreted as "Strongly

Agree" (SA). This suggests that customers find these innovative dishes to be particularly flavorful and

wellexecuted, appealing to a sense of both tradition and novelty.

The restaurant offers creative modernization of Filipino Cuisine that not only meets but exceeds customer’s

expectations (e.g., Seafood Kare-Kare, Chicken Tinola sa gata, Halo-halo Turon, Cassava Bibingka with buko

etc.). Also ranking 1st with a composite WM of 3.40 (SA), this indicator shows that customers highly appreciate

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the creative efforts to modernize Filipino cuisine, indicating satisfaction that these dishes not only meet but often

exceed their expectations in terms of originality and quality.

Food presentation enhances the dining experience and could lead to customer satisfaction, memorable dining

experience, and elevate the dining atmosphere. Ranking 3rd, with a composite WM of 3.33 (SA), this indicator

highlights that food presentation is a valuable factor in customer satisfaction. Though slightly lower than the

other indicators, it still achieves a "Strongly Agree" rating, showing that visually appealing dishes enhance the

dining atmosphere and contribute to memorable dining experiences.

This shows that the respondents highly agreed with the factors affecting local acceptance of modern Filipino

Cuisine of Selected Restaurants in Parañaque City regarding products as manifested by the overall composite

weighted mean of 3.38.

The high ratings across all indicators suggest that the combination of innovative flavors, creative modernization

of traditional dishes, and appealing presentation strongly influences local acceptance of modern Filipino cuisine.

This implies that for continued customer satisfaction and local support, restaurants should maintain or enhance

their efforts in balancing authentic flavors with innovation and ensuring visually appealing presentations. These

elements not only meet but exceed customer expectations, positioning these restaurants favorably within the

competitive dining market.

The results of the assessment of product is supported by Valdez et al. (2020). According to this study, the findings

showed that food is one of the strong attributes to the dining experiences of the respondents. Another study

conducted by Dr. Khan, R. & Aditi, F. (2020) showed that the findings on their study stated that the quality of

food is one of the strong attribute that people look for in a restaurant. These studies shows that the product plays

a significant factor to the dining experience and satisfaction of the customers.

Price

Table 5 Assessment of Price

Indicators

Manam

Mangan

Fely

Kitchen

J’s Golden

Cowrie

Composite

WM VI

Rank

WM VI WM VI WM VI

WM VI

1. The restaurant offers affordable 3.25 SA 3.16

menu options ensuring that customers

can enjoy and experience modernized

Filipino food

A

3.26 SA

3.34 SA

3.38 SA 3.26 SA

2

2. Prices are reasonable based on the 3.20

quality of food offered

A

3.15

A

3.44 SA 3.28 SA

1

3

3. Restaurant offers special discounts

like Birthday

promos, Senior

3.13

3.19

A

3.15

A

3.30 SA

3.33 SA 3.23

A

discounts, and Student discounts that

help to attract price-sensitive

customers.

3.38 SA 3.26 SA

Overall weighted mean

Legend:

Option

Range

Interpretation

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4

3

2

1

3.25 - 4.00

Strongly Agree (SA)

Agree (A)

2.50 - 3.24

1.75 – 2.40

1.00 – 1.74

Disagree (D)

Strongly Disagree (SA)

Table 5 evaluates customer perceptions of price-related factors affecting the acceptance of modern Filipino

cuisine across four selected restaurants. The indicators focus on affordability, price-quality balance, and the

availability of discounts, with responses rated by weighted mean (WM) and verbal interpretation (VI).

The restaurant offers affordable menu options ensuring that customers can enjoy and experience modernized

Filipino food. For this indicator, Golden Cowrie received the highest WM of 3.38, interpreted as "Strongly

Agree" (SA), indicating that customers strongly feel it provides affordable options. Fely J’s Kitchen follows

closely with a WM of 3.26 (SA), while Manam has a WM of 3.25 (SA), also indicating a high level of satisfaction

with affordability. Mangan scored slightly lower at 3.16, rated as "Agree" (A), showing that while customers

find it reasonably affordable, it is perceived as less so than the others.

Prices are reasonable based on the quality of food offered. Golden Cowrie achieved the highest rating in this

indicator as well, with a WM of 3.44 (SA), suggesting strong agreement that its prices align well with food

quality. Fely J’s Kitchen scored similarly high with a WM of 3.34 (SA), followed by Manam at 3.20 and Mangan

at 3.15, both rated as "Agree" (A). This suggests that Golden Cowrie and Fely J's Kitchen are viewed more

favorably in terms of price-quality balance.

The restaurant offers special discounts like Birthday promos, Senior discounts, and Student discounts that help

to attract price-sensitive customers. Golden Cowrie and Fely J’s Kitchen again lead, with WMs of 3.33 and 3.30

respectively, both rated as "StronglyAgree" (SA), indicating strong customer appreciation for discount offerings.

Manam and Mangan received WMs of 3.13 and 3.15, respectively, rated as "Agree" (A), indicating that while

discounts are valued, they may be perceived as less effective at these establishments.

The overall weighted mean for Golden Cowrie is 3.38 (SA), showing it is the most positively perceived restaurant

in terms of pricing factors. Fely J’s Kitchen follows with a WM of 3.30 (SA), while Manam and Mangan received

overall ratings of 3.19 and 3.15, respectively, both "Agree" (A). This suggests that Golden Cowrie and Fely J’s

Kitchen are better aligned with customer expectations for affordability, value, and discount options, which likely

enhances their local acceptance. For Manam and Mangan, focusing on additional discounts or price-value

balances might help strengthen customer satisfaction in price-related areas.

Collectively, the assessment of price-related factors affecting the acceptance of modern Filipino cuisine in

selected restaurants ranked from highest to lowest composite weighted mean (WM). Prices are reasonable based

on the quality of food offered. This indicator ranks highest, with a composite WM of 3.28, interpreted as

"Strongly Agree" (SA). This suggests that customers believe the prices reflect the quality of food provided,

indicating satisfaction with the perceived value of the dining experience.

The restaurant offers affordable menu options ensuring that customers can enjoy and experience modernized

Filipino food. With a composite WM of 3.26 (SA) and ranking 2nd, this indicator shows that customers generally

perceive the menu options as affordable, allowing more people to experience modern Filipino dishes without a

significant financial burden.

The restaurant offers special discounts like Birthday promos, Senior discounts, and Student discounts that help

to attract price-sensitive customers. Ranking 3rd, this indicator received a composite WM of 3.23, interpreted as

"Agree" (A). While customers value the discounts, this factor was rated slightly lower than the other two

indicators, suggesting that discounts may be less essential than affordability and price-quality balance in

influencing customer satisfaction.

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This manifests that the respondents highly agreed with the factors affecting local acceptance of modern Filipino

Cuisine of Selected Restaurants in Parañaque City regarding price as manifested by the overall composite

weighted mean of 3.26.

This result implies that the selected restaurants are generally successful in meeting customer expectations for

reasonable pricing and affordability, which enhances the local acceptance of modern Filipino cuisine. However,

emphasizing more promotional discounts could further attract price-sensitive customers and potentially increase

overall satisfaction.

The findings regarding price perception in this study align with broader research suggesting that pricing directly

influences customer satisfaction and loyalty. Price fairness, when customers perceive that the cost reflects the

quality or value of the product can significantly impact customer loyalty and decision-making. Kotler and Keller

(2016) highlight that price is a core component in customers’ decision-making, as they often assess price based

on perceived value, quality, and available alternatives. This connection implies that when restaurants in

Parañaque ensure a balance between price and quality, they can foster positive customer perceptions, enhancing

local acceptance of modern Filipino cuisine (Bircu Journal, 2023).

Place

Table 6 Assessment of Place

Indicators

Manam

Mangan

Fely J’s Golden

Kitchen Cowrie

Composite Rank

WM VI

WM VI WM VI WM VI WM VI

1. The restaurant’s location is convenient 3.57 SA 3.15

and accessible to visit.

A

3.31 SA 3.49 SA 3.38 SA

3

2. The theme of the restaurant is consistent 3.55 SA 3.15

throughout, from the decor to the layout,

A

3.43 SA 3.50 SA 3.41 SA

3.45 SA 3.57 SA 3.40 SA

3.40 SA 3.52 SA 3.40 SA

1

enhancing

the connection between the

environment and the food served.

3. The modernized design of the restaurant 3.44 SA 3.15

blends seamlessly with the Filipino

cuisine being served, creating a culturally

rich and inviting atmosphere.

A

2

3.52 SA 3.15

A

Overall weighted mean

Legend:

Option

Range

Interpretation

4

3

2

1

3.25 - 4.00

2.50 - 3.24

1.75 – 2.40

1.00 – 1.74

Strongly Agree (SA)

Agree (A)

Disagree (D)

Strongly Disagree (SA)

Table 6 evaluates customer perceptions of place-related factors affecting the acceptance of modern Filipino

cuisine in selected restaurants. The indicators focus on location convenience, thematic consistency, and the

integration of modern design with Filipino culinary elements, rated by weighted mean (WM) and verbal

interpretation (VI).

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The restaurant’s location is convenient and accessible to visit. Among the restaurants assessed, Manam received

the highest score with a WM of 3.57, interpreted as "Strongly Agree" (SA), indicating that customers find it

particularly easy to access. Golden Cowrie follows closely with a WM of 3.49 (SA), reflecting strong customer

satisfaction regarding location. Fely J's Kitchen also scores well with a WM of 3.31 (SA), showing agreement

among customers, while Mangan received the lowest score of 3.15, rated as "Agree" (A), suggesting that while

it is accessible, it may not be as convenient as the others.

The theme of the restaurant is consistent throughout, from the decor to the layout, enhancing the connection

between the environment and the food served. Manam again leads with a WM of 3.55 (SA), indicating strong

customer approval of thematic consistency. Golden Cowrie closely follows with a WM of 3.50 (SA), also

reflecting a positive perception of how well the decor and layout align with the dining experience. Fely J's

Kitchen scores 3.43 (SA), indicating a solid level of agreement, while Mangan again ranks lowest at 3.15 (A),

showing that while the theme is appreciated, it is perceived as less cohesive than in the other establishments.

The modernized design of the restaurant blends seamlessly with the Filipino cuisine being served, creating a

culturally rich and inviting atmosphere. Golden Cowrie received the highest WM of 3.57 (SA) for this indicator,

indicating that customers find the integration of modern design with Filipino culture particularly appealing. Fely

J's Kitchen closely follows with a WM of 3.45 (SA), suggesting that it also creates a strong connection between

its design and cuisine. Manam scored 3.44 (SA), and Mangan received the lowest score of 3.15 (A), both

indicating positive but less enthusiastic responses regarding the blend of design and culinary offerings.

The overall weighted mean for the assessment of place is 3.52, classified as "Strongly Agree." This suggests that

customers generally perceive the selected restaurants positively regarding location convenience, thematic

consistency, and design integration. The strong scores, especially for Manam and Golden Cowrie, imply that a

well-thoughtout atmosphere significantly enhances customer satisfaction and acceptance of modern Filipino

cuisine. To maintain and improve local acceptance, restaurants should continue to prioritize accessibility and

cohesive design that resonates with their culinary themes. As a whole. the assessment of place-related factors

affecting the acceptance of modern Filipino cuisine in selected restaurants ranked from highest to lowest

composite weighted mean (WM).

The theme of the restaurant is consistent throughout, from the decor to the layout, enhancing the connection

between the environment and the food served. This indicator ranks highest with a composite WM of 3.41,

interpreted as "Strongly Agree" (SA). This suggests that customers perceive a strong alignment between the

restaurant’s theme and its culinary offerings, enhancing the overall dining experience.

The modernized design of the restaurant blends seamlessly with the Filipino cuisine being served, creating a

culturally rich and inviting atmosphere. Ranking 2nd, this indicator received a composite WM of 3.40 (SA),

indicating that customers appreciate how the modern design complements the traditional Filipino dishes served,

contributing to an inviting and culturally rich environment.

The restaurant’s location is convenient and accessible to visit. This indicator ranks 3rd with a composite WM of

3.38 (SA). While still rated positively, it reflects a slightly lower perception of accessibility compared to the

other indicators. Customers generally agree that the location is convenient, but it may not be as strong a factor

in their overall dining satisfaction as the thematic and design elements.

This signifies that the respondents highly agreed with the factors affecting local acceptance of modern Filipino

Cuisine of Selected Restaurants in Parañaque City regarding place as manifested by the overall composite

weighted mean of 3.40.

This result indicates that customers generally view the selected restaurants favorably regarding their thematic

consistency, design integration, and location accessibility. The strong ratings highlight the importance of a

cohesive atmosphere and design in enhancing customer satisfaction and acceptance of modern Filipino cuisine.

To further improve local acceptance, restaurants should continue to focus on these elements, ensuring that they

create inviting spaces that resonate with their culinary themes while maintaining convenient access for

customers.

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The results of the assessment of place is supported by Valdez, C., Ahorro, K., Cherry, M., Concepcion, J.,

Zshairamae, A., Malaluan, C., Mendoza, R., Roxas, J., & Apritado. (2020). The findings on this study showed

that physical environment is one of the strong attributes to the dining experiences of the respondents. Similarly,

a study by Dr. Khan, R. & Aditi, F. (2020) also showed that based on the findings, the ambiance of the restaurant

is the top attribute that people look for in a restaurant. These studies shows that the place plays a significant

factor to the dining experience and satisfaction of the customers.

Promotion

Table 7 Assessment of Promotion

Indicators

Manam

Mangan

Fely J’s Golden

Kitchen Cowrie

Composite

WM VI

Rank

WM VI WM VI WM VI WM VI

1. Discounts, early bird specials, or 3.38 SA 3.15

students / senior discount enhances the

overall dining experience.

A

3.26 SA 3.50 SA 3.32 SA 2.5

3.32 SA 3.51 SA 3.32 SA 2.5

2. The restaurant’s advertisement attracts 3.32 SA 3.15

customers to try modernized Filipino

cuisine (e.g. TikTok videos, word of

mouth)

A

3. The restaurant’s online reviews and 3.35 SA 3.15

ratings influence the customers to visit the

restaurant.

A

3.39 SA 3.58 SA 3.37 SA

3.32 SA 3.53 SA 3.34 SA

1

3.35 SA 3.15

A

Overall weighted mean

Legend:

Option

Range

Interpretation

4

3

2

1

3.25 - 4.00

2.50- 3.24

1.75 – 2.40

1.00 – 1.74

Strongly Agree (SA)

Agree (A)

Disagree (D)

Strongly Disagree (SA)

Table 7 evaluates customer perceptions of promotion-related factors affecting the acceptance of modern Filipino

cuisine in selected restaurants. The indicators focus on the impact of discounts, advertising effectiveness, and

the influence of online reviews and ratings, with responses rated by weighted mean (WM) and verbal

interpretation (VI).

Discounts, early bird specials, or student/senior discounts enhance the overall dining experience. Manam

received the highest score with a WM of 3.38, interpreted as "Strongly Agree" (SA), indicating that customers

feel discounts significantly contribute to their dining satisfaction. Golden Cowrie closely follows with a WM of

3.50 (SA), suggesting strong approval of how discounts improve the overall experience. Fely J’s Kitchen scored

3.26 (SA), reflecting agreement among customers, while Mangan received the lowest score of 3.15, rated as

"Agree" (A), suggesting that while discounts are valued, they may not be perceived as impactful as in other

establishments.

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The restaurant’s advertisement attracts customers to try modernized Filipino cuisine (e.g., TikTok videos, word

of mouth). This indicator shows that both Manam and Fely J’s Kitchen received a WM of 3.32 (SA), indicating

a strong agreement that advertising effectively draws customers. Golden Cowrie ranked highest in this category

with a WM of 3.51 (SA), suggesting it excels in attracting patrons through its promotional efforts. Mangan again

scored the lowest at 3.15 (A), indicating a more moderate perception of the effectiveness of its advertisements.

The restaurant’s online reviews and ratings influence customers to visit the restaurant. Golden Cowrie leads in

this category with a WM of 3.58 (SA), demonstrating that customers place significant importance on online

feedback when deciding where to dine. Fely J’s Kitchen follows closely with a WM of 3.39 (SA), showing strong

agreement that online ratings affect customer choices. Manam received a score of 3.35 (SA), indicating a similar

perception, while Mangan ranked lowest again at 3.15 (A), suggesting a lesser influence of online reviews on its

customer traffic.

The overall weighted mean for the assessment of promotion is 3.35, classified as "StronglyAgree." This indicates

that customers generally perceive the promotional strategies of the selected restaurants as effective in enhancing

their dining experience and attracting new patrons. The strong scores, particularly for discounts and the influence

of online reviews, highlight the importance of targeted promotional efforts in improving customer satisfaction

and acceptance of modern Filipino cuisine. To further enhance their promotional impact, restaurants should

continue leveraging discounts and focus on effective advertising and managing their online reputation.

Generally, the assessment of promotion-related factors influencing the acceptance of modern Filipino cuisine in

selected restaurants ranked from highest to lowest composite weighted mean (WM).

The restaurant’s online reviews and ratings influence customers to visit the restaurant. This indicator ranks

highest with a composite WM of 3.37, interpreted as "Strongly Agree" (SA). This suggests that customers believe

that positive online reviews and ratings play a significant role in their decision to dine at these establishments,

highlighting the importance of maintaining a good online reputation to attract patrons.

Discounts, early bird specials, or student/senior discounts enhance the overall dining experience. This indicator

is tied for second place with a composite WM of 3.32 (SA). Customers feel that promotional offers significantly

contribute to their dining satisfaction, indicating that such incentives are effective in enhancing the overall

experience and can encourage repeat visits.

The restaurant’s advertisement attracts customers to try modernized Filipino cuisine (e.g., TikTok videos, word

of mouth). Also receiving a composite WM of 3.32 (SA), this indicator reflects that customers perceive the

promotional strategies employed by the restaurants, such as social media marketing and word-of-mouth, as

effective in attracting them to try modern Filipino dishes.

This asserts that the respondents highly agreed with the factors affecting local acceptance of modern Filipino

Cuisine of Selected Restaurants in Parañaque City regarding promotion as manifested by the overall composite

weighted mean of 3.34.

This indicates that customers generally view the promotional strategies of the selected restaurants as effective in

enhancing their dining experience and influencing their decisions to visit. The strong agreement across the

indicators underscores the significance of effective promotions, particularly discounts and online reviews, in

improving customer satisfaction and acceptance of modern Filipino cuisine. To further capitalize on these

factors, restaurants should continue to focus on their promotional strategies and online presence to attract and

retain customers.

According to Baskovtceva, A. (2020), the respondents would rather go to a restaurant where they have a discount,

18 people said “yes”, and 4 respondents were not sure. This large, but logical figure suggests that it makes sense

for the restaurant to think about a system of discounts or other loyalty for regular customers or, conversely, for

new visitors.

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People

Table 8 Assessment of People

Indicators

Manam

Mangan

Fely J’s Golden

Kitchen Cowrie

Composite Rank

WM VI

WM VI WM VI WM VI WM VI

1. The restaurant’s staff and manager 3.67 SA 3.15

have a nice attitude.

A

3.47 SA 3.51 SA 3.45 SA

1

2. The restaurant staff and manager

have clear/effective communication

with their customers.

3.66 SA

3.16

A

3.50 SA 3.42 SA 3.43 SA

2

3

3. The restaurant’s staff members and

managers are well knowledgeable

about their menu items.

3.65 SA

3.16

A

3.38 SA 3.47 SA 3.41 SA

3.4 5 SA 3.47 SA 3.43 SA

3.66 SA 3.1 5

Overall weighted mean

Legend:

Option

Range

Interpretation

4

3

2

1

3.25 – 4.00

2.50- 3.24

1.75 – 2.40

1.00 – 1.74

Strongly Agree (SA)

Agree (A)

Disagree (D)

Strongly Disagree (SA)

Table 8 evaluates customer perceptions of the "People" factor in the context of modern Filipino cuisine at

selected restaurants. The indicators assess staff attitudes, communication, and knowledge, with responses

indicated by weighted mean (WM) and verbal interpretation (VI).

The restaurant’s staff and manager have a nice attitude. Manam received the highest score with a WM of 3.67,

interpreted as "Strongly Agree" (SA), indicating that customers perceive the staff's demeanor as exceptionally

positive. This suggests that a friendly and welcoming attitude significantly enhances the dining experience at

this establishment.

Golden Cowrie follows closely with a WM of 3.51 (SA), showing strong agreement that the staff maintains a

pleasant attitude. Fely J’s Kitchen scored 3.47 (SA), indicating a favorable perception, while Mangan received

the lowest score of 3.15, rated as "Agree" (A), suggesting that while the attitude is generally positive, it may not

be as strong as at other restaurants. The restaurant staff and manager have clear/effective communication with

their customers. This indicator also reflects strong perceptions of effective communication, with Manam again

leading with a WM of 3.66 (SA). Customers feel that the staff communicates clearly and effectively, enhancing

their overall dining experience. Mangan received a score of 3.16 (A), indicating a more moderate perception of

communication effectiveness, while Fely J’s Kitchen and Golden Cowrie scored 3.50 (SA) and 3.42 (SA)

respectively, suggesting that effective communication is generally well received but varies among

establishments.

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The restaurant’s staff members and managers are well knowledgeable about their menu items. This indicator

demonstrates that customers view the staff as knowledgeable, with Manam achieving a WM of 3.65 (SA). This

high score suggests that customers feel confident in the staff's ability to answer questions and provide

recommendations. Golden Cowrie scored 3.47 (SA), indicating a favorable perception of staff knowledge, while

Fely J’s Kitchen received a score of 3.38 (SA), showing a slightly lower, yet still positive perception. Mangan

had the lowest rating in this category at 3.16 (A), implying that there may be room for improvement in staff

knowledge at this establishment.

The overall weighted mean for the assessment of people is 3.66, classified as "Strongly Agree." This indicates

that customers generally have a very favorable perception of the staff's attitudes, communication, and knowledge

across the selected restaurants. The positive feedback emphasizes the crucial role of attentive and knowledgeable

staff in enhancing customer satisfaction and acceptance of modern Filipino cuisine. To continue improving this

aspect, restaurants should focus on training their staff to maintain high standards of service and knowledge about

menu offerings, ensuring that customers feel valued and informed during their dining experience.

Together, the assessment of the "People" factor regarding modern Filipino cuisine in selected restaurants, ranked

by composite weighted mean (WM) from highest to lowest.

The restaurant’s staff and manager have a nice attitude. This indicator ranks highest with a composite WM of

3.45, classified as "Strongly Agree" (SA). This score indicates that customers perceive the staff's demeanor as

exceptionally positive, suggesting that a friendly and welcoming attitude significantly contributes to a pleasant

dining experience.

The restaurant staff and manager have clear/effective communication with their customers. This indicator

follows closely with a composite WM of 3.43, also rated as "Strongly Agree" (SA). The high score reflects that

customers believe the staff communicates effectively, which is vital for enhancing customer satisfaction and

ensuring that their needs are met during their visit.

The restaurant’s staff members and managers are well knowledgeable about their menu items. Ranking third,

this indicator has a composite WM of 3.41, interpreted as "Strongly Agree" (SA). This suggests that customers

generally feel confident in the staff's knowledge of the menu, which is essential for making informed dining

choices and enhancing the overall dining experience. This shows that the respondents highly agreed with the

factors affecting local acceptance of modern Filipino Cuisine of Selected Restaurants in Parañaque City

regarding the people as manifested by the overall composite weighted mean of 3.43. This demonstrates that

customers hold a favorable perception of the staff's attitudes, communication skills, and knowledge across the

selected restaurants. The positive feedback highlights the importance of maintaining a high standard of service,

as it directly influences customer satisfaction and acceptance of modern Filipino cuisine. To sustain and enhance

this positive perception, restaurants should prioritize staff training in customer service and product knowledge,

ensuring that all team members can create an inviting atmosphere and provide exceptional service to diners.

The results of the studyAssessing people working in restaurant supported by Marković, S. et al (2019), according

to this study ‘responsiveness’, included. items referring to sympathetic and reassuring employees who are

supported by the restaurant and are able to maintain quality of service during the rush time. The study says that

gathered items reflecting employees’ readiness to answer questions, to make extra effort for handling special

requests, as well as the safety of the customers.

Process

Table 9 Assessment of Process

Indicators

Manam

Mangan

Fely J’s Golden

Kitchen Cowrie

Composite

Rank

WM VI WM VI WM VI WM VI WM VI

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1. The restaurant offers an easy, fast, and 3.16

efficient ordering process for customers.

A

3.15 A

3.38 SA 3.59 SA 3.32 SA

3.56 SA 3.52 SA 3.42 SA

2

1

2. The restaurant offers various secure 3.49 SA 3.13

payment options such as credit cards, e-

wallets, bank transfers, and cash.

A

3. The restaurant serves the food on the 2.98

promised serving time.

A

3.13

3.35 SA 3.58 SA 3.26 SA

3.43 SA 3.56 SA 3.34 SA

3

3.21

A

3.14

A

Overall weighted mean

Legend:

Option

Range

Interpretation

4

3

3.25 - 4.00

2.50- 3.24

1.75 – 2.40

1.00 – 1.74

Strongly Agree (SA)

Agree (A)

2

Disagree (D)

1

Strongly Disagree (SA)

Table 9 provides an assessment of the "Process" factor related to modern Filipino cuisine in selected restaurants,

detailing the weighted mean (WM) and verbal interpretation (VI) for various indicators.

The restaurant offers an easy, fast, and efficient ordering process for customers. This indicator received a

composite WM of 3.38, classified as "Strongly Agree" (SA) for Fely J’s Kitchen and 3.59 for Golden Cowrie.

However, Manam and Mangan scored lower at 3.16 and 3.15, respectively, both rated as "Agree" (A). The

variation suggests that while some establishments are excelling in providing an efficient ordering experience,

others still have room for improvement to enhance customer satisfaction in this area.

The restaurant offers various secure payment options such as credit cards, e- wallets, bank transfers, and cash.

This indicator has a composite WM of 3.49 for Manam, indicating "Strongly Agree" (SA), while Mangan scored

3.13, which is rated "Agree" (A). Both Fely J’s Kitchen and Golden Cowrie also received strong ratings of 3.56

and 3.52, respectively, classified as "Strongly Agree" (SA). This suggests a positive reception to the range of

secure payment options, contributing to a more convenient dining experience for customers.

The restaurant serves the food on the promised serving time. The responses varied, with Manam scoring the

lowest at 2.98, interpreted as "Agree" (A), while Fely J’s Kitchen and Golden Cowrie received ratings of 3.35

and 3.58, respectively, classified as "Strongly Agree" (SA). Mangan's score of 3.13 also falls under "Agree" (A).

This disparity indicates that while some restaurants are meeting or exceeding expectations regarding serving

time, others may need to address this aspect of their service to enhance customer satisfaction.

The overall weighted mean for the assessment of the process is 3.21, interpreted as "Agree" (A). This reflects a

generally positive perception of the processes in place, with room for improvement in certain areas, particularly

in the ordering and serving time aspects. Establishments that prioritize streamlining their ordering and serving

processes while maintaining a variety of secure payment options will likely enhance their overall customer

satisfaction and acceptance of modern Filipino cuisine. Improving these elements will be crucial for restaurants

aiming to attract and retain a loyal customer base in a competitive dining landscape.

Generally, the assessment of the "Process" factor related to modern Filipino cuisine across selected restaurants,

highlights the composite weighted mean (WM) and verbal interpretation (VI) for various indicators.

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The restaurant offers various secure payment options such as credit cards, e- wallets, bank transfers, and cash.

This indicator achieved the highest composite weighted mean of 3.42, categorized as "Strongly Agree" (SA),

indicating that respondents perceive the availability of diverse and secure payment methods positively. This is

essential for attracting customers who prioritize convenience and security in their transactions.

The restaurant offers an easy, fast, and efficient ordering process for customers. With a composite weighted mean

of 3.32, this indicator also falls under "Strongly Agree" (SA), suggesting that customers find the ordering process

to be satisfactory and efficient. This aspect is critical for enhancing customer experience, as a smooth ordering

process can significantly influence repeat patronage.

The restaurant serves the food on the promised serving time. This indicator received a composite weighted mean

of 3.26, interpreted as "Strongly Agree" (SA) as well. While this score reflects a generally positive sentiment

regarding timely food service, it ranks slightly lower than the other two indicators, suggesting that there may

still be areas for improvement in consistency regarding serving times.

This means that the respondents highly agreed with the factors affecting local acceptance of modern Filipino

Cuisine of Selected Restaurants in Parañaque City regarding the process as manifested by the overall composite

weighted mean of 3.34.

This overall score indicates a strong positive perception of the processes in place at these restaurants. To maintain

and enhance customer satisfaction, restaurants need to continue focusing on efficient ordering systems, a variety

of secure payment options, and timely food service. Strengthening these processes will likely lead to improved

customer loyalty and a better overall dining experience in the context of modern Filipino cuisine.

The results of the study Assessment of Process supported by Marković, et al (2020), according to this study The

findings of exploratory factor analysis indicated that customers’ expectations regarding restaurant service are

best explained by the following seven factors - “cleanliness and appearance of facilities and staff”, “assurance”,

“individual attention”, “satisfaction and loyalty”, “basic demands”, “responsiveness” and “reliability”. The

results imply that restaurant managers should consider clean and attractive restaurant facilities, timeliness of

service, employees’ empathy and competence, personalized treatment of customers, accurate billing, error- free

service, and customer satisfaction and their positive recommendation to others, when trying to understand

customers’ expectations.

Physical Evidence

Table 10 Assessment of Physical Evidence

Indicators

Fely

Kitchen

J’sGolden

Cowrie

Manam

Mangan

Composite

Rank

W M VI

WM

VI

1. The physical store

showcases restaurant’s

interior design, layout,

and decor that reflects

3.43

SA 3.12 A

3.45

3.47

SA 3.58

SA 3.40

SA

2.5

the

restaurant’s

branding and identity.

2. The restaurant has

exceptional customer-

facing areas such as

dining area waiting

area, and restrooms.

SA 3.12 A

SA 3.40

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3.

Online

presence

through social media

and website showcases

the description of the

restaurant, its menu

items, and customer

review.

3.55

3.47

SA 3.21 A

SA 3.15 A

3.45

3.46

SA 3.54

SA 3.57

SA 3.44

SA 3.41

SA

1

Overall weighted mean

Legend:

Option

Range

Interpretation

4

3

2

1

3.25 - 4.00

2.50- 3.24

1.75 – 2.40

1.00 – 1.74

Strongly Agree (SA)

Agree (A)

Disagree (D)

Strongly Disagree (SA)

Table 10 presents the assessment of "Physical Evidence" for selected restaurants, Generally, the assessment of

"Physical Evidence" for selected restaurants displays composite weighted means (WM) and their corresponding

rankings.

Online presence through social media and website showcases the description of the restaurant, its menu items,

and customer reviews. This indicator received the highest composite weighted mean of 3.44, categorized as

"Strongly Agree" (SA). The positive reception indicates that respondents find the restaurant's digital presence

effective in presenting its offerings and engaging with customers, which is crucial for attracting new patrons.

The physical store showcases the restaurant’s interior design, layout, and decor that reflects the restaurant’s

branding and identity. This indicator shares a composite weighted mean of 3.40, also categorized as "Strongly

Agree" (SA). This suggests that respondents appreciate how the restaurant's physical environment effectively

represents its brand and identity, contributing to an inviting atmosphere for customers.

The restaurant has exceptional customer-facing areas such as dining areas, waiting areas, and restrooms. This

indicator received a composite weighted mean of 3.40, classified as "Strongly Agree" (SA), tying it with the

previous indicator in the score. Respondents expressed satisfaction with the quality and cleanliness of these

areas, reinforcing their importance in enhancing the overall dining experience.

This means that the respondents highly agreed with the factors affecting local acceptance of modern Filipino

Cuisine of Selected Restaurants in Parañaque City regarding the physical evidence as manifested by the overall

composite weighted mean of 3.41.

This strong overall score reflects a generally positive perception of the physical aspects associated with these

restaurants. The data emphasizes the significance of maintaining high standards in both the physical environment

and the online presence, as they play a critical role in shaping customer experiences and perceptions. Moving

forward, restaurants should continue to invest in their branding, decor, and digital engagement strategies to

further enhance customer satisfaction and loyalty. emphasizing the composite weighted mean (WM) and verbal

interpretation (VI) across various indicators.

The physical store showcases the restaurant’s interior design, layout, and decor that reflects the restaurant’s

branding and identity. This indicator received a composite weighted mean of 3.43, categorized as "Strongly

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Agree" (SA). This score suggests that respondents feel positively about how well the physical environment

represents the restaurant's brand and identity, which is crucial for creating a welcoming and cohesive atmosphere.

The restaurant has exceptional customer-facing areas such as dining areas, waiting areas, and restrooms. This

indicator also achieved a composite weighted mean of 3.43, classified as "Strongly Agree" (SA). The positive

perception of these spaces indicates that respondents appreciate the quality and cleanliness of the restaurant's

facilities, which contribute significantly to overall customer satisfaction and comfort during their dining

experience.

Online presence through social media and website showcases the description of the restaurant, its menu items,

and customer reviews. This indicator received the highest score of 3.55, categorized as "Strongly Agree" (SA).

The respondents' strong agreement with this statement suggests that the restaurant's online presence is effective

in communicating its offerings and engaging with customers, thereby enhancing visibility and attracting potential

patrons.

The overall weighted mean for the assessment of physical evidence is 3.47, interpreted as "Strongly Agree" (SA).

This strong overall score reflects a positive perception of the physical aspects associated with the dining

experience in these restaurants. To continue fostering this positive image, restaurants need to maintain high

standards in both their physical environments and online representations. A focus on cohesive branding,

exceptional customer-facing areas, and robust online engagement can significantly enhance customer

satisfaction and loyalty in the competitive landscape of modern Filipino cuisine.

The role of physical evidence, including elements like ambiance, décor, and layout (services cape), is crucial in

shaping customer perceptions in the restaurant industry. This alignment of physical environment with brand

identity helps attract and retain customers by fostering positive impressions Ozdemir-Guzel & Bas, (2020),

additionally, creating a well-coordinated and inviting space increases customers’ likelihood to recommend and

repurchase, which is essential for driving success in the restaurant industry Nguyen & Leblanc (2020), these

findings align with this studies that recognize the importance of the physical environment in influencing

consumer behavior, particularly in service industries like. As businesses continue to focus on consumer

experience, maintaining an effective service scape and a good online presence remains vital for attracting and

retaining customers.

Table 11 Summary of Respondent's Assessment of the factors affecting local acceptance of modern Filipino

Cuisine of Selected Restaurants in Parañaque City

Fely

Kitchen

J’s Golden

Cowrie

Manam

Mangan

Composite

Indicators

Rank

WM VI

W M VI

WM VI

WM

3.38

VI

1. Product

2. Price

3.25

3.19

3.52

3.35

3.66

3.21

3.47

SA

3.16

3.15

3.14

3.15

A

3.48

3.30

3.40

3.32

3.45

3.43

3.46

SA 3.61

SA 3.38

SA 3.52

SA 3.53

SA 3.47

SA 3.56

SA 3.57

SA

4

A

3.26

3.40

3.34

3.43

3.34

3.41

7

3. Place

SA

3

4. Promotion

5. People

SA

5.5

1

6. Process

A

5.5

2

7. Physical Evidence

SA

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Overall Weighted

Mean

SA

3.38

SA

3.15

A

3.40

SA 3.52

SA

3.36

Legend:

Option

Range

Interpretation

4

3

2

1

3.25 - 4.00

2.50- 3.24

1.75 – 2.40

1.00 – 1.74

Strongly Agree (SA)

Agree (A)

Disagree (D)

Strongly Disagree (SA)

Table 11 summarizes the respondents' assessment of various factors affecting the local acceptance of modern

Filipino cuisine in selected restaurants in Parañaque City. The assessment is categorized across several

indicators, each with its corresponding weighted mean (WM) and verbal interpretation (VI). People received the

highest composite weighted mean of 3.66 which is categorized as Strongly Agree (SA). This suggests that

respondents feel positive about the attitude, communication, and knowledge of the staff and management at the

restaurants, indicating that good service plays a crucial role in enhancing customer satisfaction and acceptance.

Place follows with a weighted mean of 3.52, also rated as Strongly Agree (SA). This reflects respondents'

appreciation for the convenient locations and inviting atmospheres of the restaurants, which likely contribute

significantly to their overall dining experiences. Physical Evidence garnered a composite weighted mean of 3.47,

rated as Strongly Agree (SA). This indicates that respondents value the restaurants' decor, branding, and overall

environment, which align with their expectations of modern Filipino dining experiences. The promotion has a

weighted mean of 3.35, categorized as Strongly Agree (SA), showing that effective marketing strategies and

promotions are perceived as attractive to potential customers, enhancing theirwillingness to try modern Filipino

cuisine. The product achieved a composite weighted mean of 3.25 and is rated as Strongly Agree (SA). This

suggests that the quality and innovation of the food offerings resonate well with customers, contributing

positively to their acceptance of modern Filipino dishes. Process received a lower weighted mean of 3.21,

categorized as Agree (A), indicating that while the ordering and payment processes are generally satisfactory,

there may be areas for improvement in efficiency and speed. Price recorded a composite weighted mean of 3.19,

also rated as Agree (A). This suggests that respondents find the pricing reasonable, though there may be mixed

feelings regarding affordability relative to the quality offered.

The overall weighted mean for all indicators across the four restaurants is 3.38, interpreted as Strongly Agree

(SA). This indicates a generally positive perception of the factors influencing local acceptance of modern

Filipino cuisine. The data highlights the importance of attentive service, appealing environments, effective

marketing, and quality food in fostering acceptance among consumers. To further enhance local acceptance,

restaurants should focus on maintaining high service standards, improving processes, and ensuring that pricing

remains competitive while offering innovative and quality products.

As a whole, the summary of the respondents' assessments regarding factors affecting the local acceptance of

modern Filipino cuisine in selected restaurants in Parañaque City. The data is organized by indicators, showing

their composite weighted mean (WM) and rank, with all indicators rated as Strongly Agree (SA). The highest-

ranked factor is People, which received a composite weighted mean of 3.43. This indicates that respondents have

a strong appreciation for the staff's attitude, communication skills, and overall service quality, suggesting that

excellent customer service is crucial in promoting the acceptance of modern Filipino cuisine. Following closely

is Physical Evidence, with a weighted mean of 3.41, ranked second. This reflects the importance of the

restaurant's ambiance, design, and branding, which contribute to the overall dining experience and customer

satisfaction. In third place, Place garnered a mean of 3.40, indicating that the location and accessibility of the

restaurants significantly influence customers' willingness to patronize them. Promotion is ranked fifth, with a

composite weighted mean of 3.34. This suggests that marketing efforts and promotional strategies effectively

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attract customers to try modern Filipino cuisine, enhancing its acceptance in the local market. Tied for fifth place

is Process, which also received a mean of 3.34. This indicates that the efficiency of the ordering and payment

processes is satisfactory, although there is room for improvement in enhancing customer convenience. Product

is ranked fourth with a weighted mean of 3.38, showing that while the quality of food offerings is appreciated,

it falls slightly lower in rank compared to the influence of service and environment. Finally, Price has the lowest

ranking at 3.26, indicating that while customers generally agree on the affordability of menu items, it is the least

influential factor among those assessed. This suggests that pricing strategies may require reevaluation to better

align with customer expectations and perceptions.

This indicates that the respondents highly agreed with the factors affecting local acceptance of modern Filipino

Cuisine of Selected Restaurants in Parañaque City regarding the product, price, place, promotion, people,

process, and physical evidence as manifested by the overall composite weighted mean of 3.41.

The Overall Weighted Mean for all indicators stands at 3.36, classified as Strongly Agree (SA), reflecting a

generally positive perception of the factors that affect the acceptance of modern Filipino cuisine in the selected

restaurants. This assessment underscores the importance of service quality, physical ambiance, and strategic

promotions in enhancing customer acceptance and satisfaction within the local dining scene.

The results of the study about factors affecting local acceptance of modern Filipino Cuisine of Selected

Restaurants in Parañaque City is supported by Guiné, R. P., Florença, S. G., Barroca, M. J., & Anjos, O. (2021).

According to this study, this showed that the value of tradition, recognized in many sectors of society, is also

important in the food sector, which is particularly rich in ethnical elements, local ingredients, traditional

formulations and social aspects, linked not only to the food itself but also to the act of eating and sharing.

However, the food industry seeks development of new products that follow modern trends and are able to

conquer today's consumers, while at the same time maintaining the identity of specific products, valued as

traditional.

Subproblem No. 3. What are the factors affecting local resistance to modern Filipino Cuisine of Selected

Restaurants in Parañaque City?

Product

Table 12 Assessment of Product

Manam

Mangan

Fely

Kitchen

J’s Golden

Cowrie

Composite

W M VI

Indicators

Rank

W M VI

WM VI

1.

Modern

Filipino dishes

overpower the

natural essence

of

food

Losing

Filipino

(e.g.

authenticity,

Confusion in

Filipino food

identity,

2.97

A

2.25

DA 1.57

SDA 1.47

SDA

2.07

DA

1.5

Dilution in key

flavors).

2.

Modern

Filipino dishes

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lack

an

appetizing

presentation

which

2.91

A

2.13

DA 1.54

SDA 1.70

SDA

2.07

DA

1.5

leads

customers to

be hesitant to

try

Filipino

Cuisine

3.

Modernization

of dishes is too

different from

classic Filipino

cuisine.

2.39

2.76

DA

2.11

2.16

DA 1.49

DA 1.53

SDA 1.44

SDA 1.54

SDA

SD

1.86

2.00

DA

1

A

Overall

weighted mean

Legend:Option

4

3.25 - 4.00

Strongly Agree (SA)

2.501.75 –- 3.242.40

1.00 – 1.74

Range Interpretation

AgreeDisagree (A )( D)

32

1

Strongly Disagree (SA)

Table 12 provides an assessment of the factors affecting local resistance to modern

Filipino cuisine in selected restaurants in Parañaque City, focusing specifically on the Product aspect. The

indicators are presented with their respective weighted means (WM) and verbal interpretations (VI) for four

different restaurants: Manam, Mangan, Fely J’s Kitchen, and Golden Cowrie.

The first indicator states that modern Filipino dishes overpower the natural essence of Filipino food, reflecting

concerns over losing authenticity, confusion in food identity, and dilution of key flavors. The overall weighted

mean for this indicator is 2.76 for Manam, categorized as Agree (A), while the other restaurants show

significantly lower means, with Mangan at 2.25 (Disagree - DA), Fely J's Kitchen at 1.57 (Strongly Disagree -

SDA), and Golden Cowrie at 1.47 (Strongly Disagree - SDA). This suggests that while some patrons at Manam

acknowledge this concern, the other restaurants receive strong resistance against the notion that modernization

compromises authenticity.

The second indicator addresses whether modern Filipino dishes lack an appetizing presentation, leading to

customer hesitancy in trying Filipino cuisine. Manam again shows a higher mean of 2.91 (Agree - A), indicating

that customers perceive some value in presentation, while Mangan has a mean of 2.13 (Disagree - DA), with

Fely J's Kitchen and Golden Cowrie scoring 1.54 (SDA) and 1.70 (SDA) respectively. This points to a general

trend where customers at Manam are more receptive to the presentation of modern dishes compared to the other

restaurants, which struggle with this aspect.

The third indicator discusses the modernization of dishes being too different from classic Filipino cuisine, with

Manam scoring 2.39 (Disagree - DA), while Mangan registers 2.11 (Disagree - DA). Fely J's Kitchen and Golden

Cowrie show even lower scores of 1.49 (SDA) and 1.44 (SDA), respectively. This indicates that customers at

these establishments largely find modernized dishes to diverge too significantly from traditional Filipino cuisine,

further illustrating resistance to change.

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The overall weighted means reflect this resistance, with Manam at 2.76 (Agree - A), while Mangan, Fely J’s

Kitchen, and Golden Cowrie show means of 2.16 (Disagree - DA), 1.53 (SDA), and 1.54 (SDA), respectively.

This trend suggests that while some patrons are open to modern Filipino cuisine, there is a significant degree of

resistance among customers, particularly at the other three establishments, due to concerns about authenticity,

presentation, and the modernization process itself.

Generally, the assessment of the Product aspect is related to local resistance to modern Filipino cuisine. The

indicators are ranked based on their composite weighted means (WM) and verbal interpretations (VI).

The first two indicators, "Modern Filipino dishes overpower the natural essence of Filipino food (e.g. Losing

authenticity, Confusion in Filipino food identity, Dilution in key flavors)" and "Modern Filipino dishes lack an

appetizing presentation which leads customers to be hesitant to try Filipino Cuisine," both received a composite

weighted mean of 2.07, categorized as Disagree (DA). This indicates that respondents generally feel that modern

Filipino dishes do not significantly compromise the authenticity of traditional Filipino food nor present an

unappealing aesthetic. These indicators are tied for 1.5 in rank, suggesting that the concerns over authenticity

and presentation are perceived equally among respondents.

The third indicator, "Modernization of dishes is too different from classic Filipino cuisine," has a lower

composite weighted mean of 1.86, also falling into the Disagree (DA) category and earning the rank of 1. This

reflects a stronger sentiment that the modernization of dishes does indeed diverge significantly from traditional

recipes and practices, contributing to a sense of resistance among consumers.

This indicates that the respondents disagreed on the factors affecting local resistance to modern Filipino Cuisine

of Selected Restaurants in Parañaque City regarding products as manifested by the overall composite weighted

mean of 2.00.

This suggests that, while there are reservations regarding the presentation and essence of modern Filipino dishes,

respondents largely do not view these dishes as drastically compromising the authenticity of Filipino cuisine.

The rankings reveal a consistent pattern of mild disagreement across the indicators, indicating an underlying

resistance to accepting the new interpretations of Filipino food, particularly in its authenticity and presentation.

Studies on consumer resistance to modern versions of traditional cuisines highlight the significance of

authenticity and presentation in shaping dining experiences. This view is corroborated by Ha and Jang (2024),

who found that customer resistance to modernized dishes is often linked to concerns over the authenticity of

traditional culinary identities. Similarly, Nguyen and Leblanc (2024), highlighted the importance of visual appeal

and familiarity in determining consumer satisfaction, suggesting that customers are more likely to resist dishes

that deviate too far from traditional recipes. These findings align with the resistance observed in selected

restaurants in ParañaqueCity, where concerns over authenticity and presentation of modern Filipino dishes

contribute to hesitance in embracing the modernized versions of traditional cuisine.

Price

Table 13 Assessment of Price

Manam

Mangan

Fely

Kitchen

J’s

Golden

Cowrie

Composite

Indicators

Rank

W

M

VI

W

M

VI

WM VI

W

M

VI

1.

Modern

Filipino

Cuisine tends

to

3.1

5

A

2.14

DA 1.78

DA 1.87

DA 2.24

DA

1

offer

expensive food

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because of its

innovation.

2.

is

Price

unreasonable

based on the

quality of food

offered

in Modernized

Filipino

2.9

2

A

2.30

DA 1.65

SDA 1.59

SDA 2.12

DA

2

Restaurant

3.

There

are

inconsistencies

about the

special offers

such as senior

discounts,

2.5

0

A

2.14

2.19

DA 1.57

SDA 1.55

SDA 1.94

DA

3

student

discounts,

birthday

promos, etc.

2.8 6

DA 1.67

SDA 1.67

SDA 2.10

Overall

weighted

mean

Legend:

Option Range

4 3.25 - 4.00

Interpretation

Strongly Agree (SA)

Agree (A)

32 2.501.75 - 3.242.40

–

1 1.00 – 1.74

Disagree (D)

Strongly Disagree (SA)

Table 13 presents the assessment of Place regarding various factors affecting the dining experience in selected

restaurants, highlighting the respondents' views on location, decor, and overall ambiance.

The first indicator, "The restaurant’s location is difficult for customers to visit because the restaurant is not

accessible for most of the transportation," received a composite weighted mean (WM) of 2.79 from Manam,

categorized as Agree (A). This suggests that customers perceive the location of Manam as somewhat accessible,

thoughthere are still concerns about transportation options. In contrast, Mangan scored 2.06, Fely J’s Kitchen

received 1.90, and Golden Cowrie scored the lowest at 1.50, all classified as Disagree (DA) or Strongly Disagree

(SDA). This disparity indicates that the latter restaurants face greater accessibility challenges in their locations

according to customer perceptions.

The second indicator, "The decor and layout of the restaurant conflict with the connection between the theme

and modernized Filipino food," had a WM of 2.69 for Manam, also rated as Agree (A). This indicates that

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customers feel the decor aligns somewhat with the modern Filipino theme, albeit with some conflicting elements.

Mangan scored 2.16, Fely J’s Kitchen received 1.70, and Golden Cowrie scored 1.55, all classified as Disagree

(DA) or Strongly Disagree (SDA), highlighting a perception that the decor at these establishments fails to

effectively communicate the theme of modernized Filipino cuisine.

The third indicator, "The restaurant’s ventilation and air quality are insufficient, causing discomfort to

customers," received low scores across the board, with Manam scoring 1.96 (DA), Mangan 2.10 (DA), Fely J’s

Kitchen 1.62 (SDA), and Golden Cowrie 1.41 (SDA). These scores indicate that respondents perceive a

significant deficiency in the ventilation and air quality at these restaurants, leading to discomfort while dining.

Overall, the Overall Weighted Mean scores reflect a Disagree (DA) classification for Manam at 2.48, and a

Disagree (DA) for Mangan at 2.11, while Fely J’s Kitchen and Golden Cowrie scored 1.74 (SDA) and 1.49

(SDA) respectively. This collective assessment suggests that customers generally feel dissatisfied with the

aspects of Place in these restaurants, particularly regarding accessibility and ambiance.

Generally, the first indicator, "The restaurant’s location is difficult for customers to visit because the restaurant

is not accessible for most of the transportation," received a composite weighted mean (WM) of 2.06, which falls

under the Disagree (DA) category, ranking it as the highest among the three indicators. This suggests that

customers perceive significant accessibility issues concerning the restaurant's location, reflecting a clear concern

about the ease of reaching the establishment.

The second indicator, "The decor and layout of the restaurant conflict with the connection between the theme

and modernized Filipino food," achieved a WM of 2.03, also classified as Disagree (DA), ranking second. This

indicates that respondents feel there is a lack of coherence between the restaurant’s decor and its culinary theme,

leading to a disconnect that might affect the overall dining experience.

The third indicator, "The restaurant’s ventilation and air quality are insufficient, causing discomfort to

customers," recorded the lowest score with a WM of 1.77, categorized as Disagree (DA). This reflects a notable

concern among customers regarding the air quality and comfort within the restaurant, which can significantly

impact their dining satisfaction.

This means that the respondents disagreed on the factors affecting local resistance to modern Filipino Cuisine of

Selected Restaurants in Parañaque City regarding place as manifested by the overall composite weighted mean

of 1.95.

Collectively, the data illustrates considerable dissatisfaction regarding accessibility, decor coherence, and

ventilation, suggesting areas for improvement to enhance the customer experience in modern Filipino

restaurants. Place

Table 14 Assessment of Place

Manam

Mangan

Fely

Kitchen

J’s Golden

Cowrie

Composite

W M VI

Indicators

Rank

W M VI

WM VI

1.The

restaurant’s

location

difficult

is

for

to

2.79

A

customers

visit

because

2.06

DA 1.90

DA

1.50

SDA

2.06

DA

1

the restaurant is

not accessible

for most of the

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transportation.

2. The decor

and layout of

the restaurant

conflict

with

the connection

between

theme

modernized

the

and

2.69

A

2.16

DA 1.70

SDA 1.55

SDA

2.03

DA

2

3

Filipino food

3.

The

restaurant’s

ventilation and

air quality are

insufficient,

causing

1.96

2.48

DA

2.10

2.11

DA 1.62

DA 1.74

SDA 1.41

SDA 1.49

SDA

1.77

1.95

DA

discomfort to

customers

DA

Overall

weighted mean

Legend:

Option Range

Interpretation

Strongly Agree (SA)

Agree (A)

4

3.25 - 4.00

32 2.501.75 - 3.242.40

–

1

1.00 – 1.74

Disagree (D)

Strongly Disagree (SA)

Table 14 presents the assessment of Place regarding various factors affecting the dining experience in selected

restaurants, highlighting the respondents' views on location, decor, and overall ambiance.

The first indicator, "The restaurant’s location is difficult for customers to visit because the restaurant is not

accessible for most of the transportation," received a composite weighted mean (WM) of 2.79 from Manam,

categorized as Agree (A). This suggests that customers perceive the location of Manam as somewhat accessible,

though there are still concerns about transportation options. In contrast, Mangan scored 2.06, Fely

J’s Kitchen received 1.90, and Golden Cowrie scored the lowest at 1.50, all classified as Disagree (DA) or

Strongly Disagree (SDA). This disparity indicates that the latter restaurants face greater accessibility challenges

in their locations according to customer perceptions.

The second indicator, "The decor and layout of the restaurant conflict with the connection between the theme

and modernized Filipino food," had a WM of 2.69 for Manam, also rated as Agree (A). This indicates that

customers feel the decor aligns somewhat with the modern Filipino theme, albeit with some conflicting elements.

Mangan scored 2.16, Fely J’s Kitchen received 1.70, and Golden Cowrie scored 1.55, all classified as Disagree

(DA) or Strongly Disagree (SDA), highlighting a perception that the decor at these establishments fails to

effectively communicate the theme of modernized Filipino cuisine.

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