Advisers

Randy C. Villasenor

Discipline

Hospitality Management

Abstract

This study compared the food and beverage menus of Charnest Café and Retro Coffee House in Novaliches, Quezon City, to examine menu design, product offerings, pricing strategies, customer satisfaction, and purchasing behavior. Charnest Café emphasized affordable offerings for younger consumers and students, whereas Retro Coffee House used a nostalgic theme and classic comfort food and beverages to attract customers seeking a vintage dining experience. The study used a quantitative research design. A structured survey questionnaire was administered to 30 respondents who had visited one or both cafés. Purposive sampling ensured that participants had relevant experience with the establishments. Frequency counts, percentage distribution, weighted mean, and t-test were used to analyze and compare assessments. Both cafés received favorable assessments for ambiance and overall customer appeal, although their menu presentations differed. Respondents valued Charnest Café’s modern menu style and affordability, while Retro Coffee House was recognized for thematic consistency and comfort-oriented offerings. Both establishments nevertheless faced concerns related to menu differentiation and consistency of product availability, which could affect repeat patronage and customer loyalty. The findings indicate that menu development should respond to customer preferences. Product innovation, clearer menu organization, and alignment between price and perceived value may strengthen competitiveness. The results provide a basis for menu-development strategies intended to improve customer satisfaction, sales performance, and long-term business sustainability.

Keywords

customer satisfaction, purchasing behavior, menu development, menu presentation style, pricing strategy, product differentiation