Abstract

Small and family-owned restaurants tend to use traditional marketing approaches, which can be a limitation in terms of competitiveness in a technology-driven market. The research study was conducted to evaluate the marketing strategies of Ponciana’s Kitchen based on the AIDA Model (Attention, Interest, Desire, and Action) and the Integrated Marketing Strategy (IMS) framework. The research study was conducted to determinethe effectiveness of the marketing practices adopted by the restaurant and areas that require improvement. This research work employed a quantitative descriptive type of research design. Data were collected using a structured survey questionnaire with variables based on AIDA. The respondents were customers of Ponciana’s Kitchen, and the sampling technique used was simple random sampling. The instrument used measured the four aspects of AIDA, and the results were analyzed using frequency, percentage, mean, and ranking to establish the level of effectiveness of the variables. The results showed that among the variables of AIDA, Action has the highest mean score of 3.52, which indicates that customers are ready to buy and come back to the restaurant. On the other hand, the lowest mean score of 3.47 was received by Attention, which indicates that there is a lack of visibility and exposure to marketing. The results indicate that despite customer satisfaction with the products and services of the restaurant, the marketing approach of the restaurant is mostly traditional and lacks digital interaction. Based on the results, this study concludes that Ponciana’s Kitchen has high customer loyalty but low promotional visibility. The recommendation for Ponciana’s Kitchen is to adopt better digital marketing approaches that fit IMS, such as reviving social media accounts, incorporating QR codes for customer feedback, and increasing online visibility to improve attention and interest. The proposed digital marketing strategies is the result of this research work, providing practical solutions to enhance awareness, engagement, and overall business development.