The success of one of the famous Batchoy in Iloilo: A case study

Abstract

This study explores the success determinants of Deco's Original La Paz Batchoy, a renowned eatery in Iloilo City, Philippines. Based on a qualitative case study approach, the study investigates significant aspects such as food quality, service levels, and promotional activities that propel customer satisfaction and business viability. Data were gathered through in-depth semi-structured interviews with Deco's owner, employees, and regular customers who provided vivid accounts of how recipe consistency through standards, customized service, and cultural appropriateness impact brand longevity and customer loyalty. The study also employs the Resource-Based View (RBV) framework theory to explore how Deco leverages intangible assets like heritage, tradition, and trust with customers to ensure competitive superiority. Findings reveal the importance of recipe standardization, staff performance, and quality customer service in maintaining brand integrity while also highlighting areas for possible improvement in infrastructure and staff presentation. The study offers pragmatic implications for hospitality businesses seeking to blend traditional means of practice with modern service expectations in order to ensure long-term success.