The humble beginnings of Madge Cafe: A case study

Abstract

This study examined Madge Cafe's evolution from a neighborhood coffee shop to a renowned cafe in Iloilo City. Using a qualitative case study methodology, it explored the factors that led to the cafe's expansion, focusing on the history, traditional methods, and the use of furniture and equipment. Made Cafe, a neighborhood coffee business in Iloilo City, has thrived through a focus on product, service, accommodation, local coffee beans, and employee training. This resilience has allowed them to continue the coffee industry's growth and development, despite limited knowledge about the phenomenon. Explanatory case studies are essential for understanding these success stories. Madge Cafe, founded in the 1940s, expanded the local economy in Iloilo by sourcing coffee beans from other llonggo producers and providing jobs through part-time students. The cafe's cultural heritage attracted foreigners and travelers, boosting the local economy. Since then, it has consistently supported llonggo coffee farmers, preserving its business identity and contributing to the local economy.