This study explored the transformation of the restaurant industry in Santa Cruz, Laguna, from its pre-pandemic state to the challenges posed by the COVID-19 pandemic and subsequent changes. Through survey questionnaire and interview with 61 restaurant owners, this study unravels these businesses complex challenges. Prior to the pandemic, Santa Cruzs restaurant scene was thriving, but sudden lockdowns caused significant financial losses. Extreme financial constraints hindered daily operations and expansion efforts, while digital marketing took dominance and manpower management struggled to adjust to changing protocols. The resourceful restaurant owners demonstrated resiliency by employing various strategies, including innovative operational plans and digital marketing, to overcome these obstacles. These adaptive strategies have emerged as essential recovery drivers. This study illuminates the profound impact of the pandemic on the restaurant industry in Santa Cruz. The findings provide invaluable insights into the industrys longterm viability, revitalization, and expansion.

restaurant industry

covid-19 challenges

resilience

adaption