ASSESSMENT OF PROMOTIONAL STRATEGIES AND CUSTOMER SATISFACTION OF DR BURGER IN STA. LUCIA, QUEZON CITY: BASIS FOR ENHANCEMENT

Abstract

DR Burger began in 2013, initially sold from the owner’s garage in San Pedro. As its popularity grew, the business relocated to Paguio Compound in 2016. Specializing in flame-broiled fast-food hamburgers, DR Burger offers a variety of options but is best known for its signature giant burger, which serves 4 to 6 people. Despite its established presence, the business struggles to consistently meet its daily sales quota. Researchers observed that a lack of effective promotional strategies may be limiting its customer reach and market engagement. This study aims to explore and recommend strategic promotional enhancements to help DR Burger attract more customers, increase sales, and strengthen its competitive position. The researchers utilized a quantitative descriptive method to assess DR Burger’s promotional strategies and customer satisfaction. Convenience sampling was employed to provide respondents with an equal opportunity to participate. The study involved 23 respondents, including 20 customers and 3 employees of DR Burger in Sta. Lucia, Quezon City. Data collection was conducted through survey questionnaires, enabling researchers to efficiently gather insights and analyze key factors influencing customer engagement and business performance. The findings suggest that while DR Burger effectively leverages its product offerings, there is a notable discrepancy in customer perception regarding affordability. Although customers find the products appealing and satisfactory, a significant portion expressed concerns about pricing, perceiving the offerings as relatively expensive. Additionally, the study found no statistically significant difference between promotional strategies and customer satisfaction. However, it highlights the need for DR Burger to improve its service efficiency, particularly in reducing serving time, to maintain and enhance overall customer satisfaction.. The researchers recommend that DR Burger adjust its pricing to better align with customer budgets, expand its menu offerings, and enhance food quality and presentation. Improving service efficiency by reducing wait times without compromising food quality is crucial to elevating the overall dining experience. Additionally, introducing promotional strategies such as combo meals, discounts, and free samples can incentivize repeat visits and attract new customers. Leveraging social media advertising will further enhance brand visibility, engage potential customers, and strengthen relationships with existing patrons. By implementing these strategies, DR Burger can improve customer satisfaction, increase retention, and drive overall business growth.