Advisers

Jennylene A. Abalos

Discipline

Business administration

Abstract

The coffee shop industry in the Philippines has grown rapidly, particularly among young customers who view coffee shops as social and lifestyle spaces. In this competitive market, small coffee shops such as BigBrew at Millionaires Village, Novaliches, Quezon City, must use effective promotional techniques to attract and retain customers. This study assessed BigBrew’s digital and traditional promotional efforts, identified challenges, and proposed improved approaches to strengthen customer engagement and competitiveness. The study used a quantitative descriptive research design. A total of 100 BigBrew customers were selected through purposive sampling. Data were collected using a researcher-developed survey questionnaire validated by experts. Frequency, percentage, weighted mean, and ranking were used to describe demographic profiles, evaluate digital and traditional promotional strategies, and identify promotional challenges. The findings revealed that customers of BigBrew at Millionaires Village, Novaliches, Quezon City, were predominantly female students aged 18–24. Customers considered digital promotional strategies effective, particularly Facebook content, influencer endorsements, and engaging online material that encouraged store visits. Traditional strategies, including in-store promotions, free samples, and discounts, also enhanced shopping experiences and encouraged repeat visits. However, respondents identified limited social media use, a weak online presence, and a lack of personalized and consistent promotional campaigns as challenges. The findings indicate that BigBrew’s promotional strategies were associated with customer awareness, engagement, and retention, particularly among young customers. Although traditional promotions remained important, digital marketing was essential for awareness and customer interaction. The study recommended a balanced combination of digital innovation and engaging promotions to strengthen competitiveness and support growth in the local coffee shop market.

Keywords

promotional strategy, digital and traditional promotion, small coffee shop, bigbrew