Author

Mark Anson Abad Unarce*
Capiz State University – Main Campus, Roxas City, Capiz, Philippines

Abstract

The rapid expansion of food chains has significantly transformed the local food industry in Capiz, affecting small food enterprises and local culinary traditions that contribute to community identity and economic growth. This study addressed the research gap on the lived experiences of local food entrepreneurs in Capiz, particularly regarding their operations, adaptive strategies, and sustainability amid growing competition from food chains. It explored the effects of food chain expansion on competition, customer retention, market opportunities, sales performance, and business strategies, while also identifying challenges and needed interventions. Using a qualitative phenomenological research design, the study involved 10 local food entrepreneurs operating near food chains in Roxas City, Mambusao, and Sigma, as well as 10 government agency representatives who provided institutional perspectives. Data were gathered through in-depth interviews conducted in English, Filipino, or Hiligaynon and analyzed using thematic analysis, supported by triangulation and member checking to ensure credibility. Findings revealed that food chain expansion intensified competition, resulting in reduced customer flow, declining sales, and increased pressure on pricing and marketing strategies. Customers were drawn to food chains because of their strong branding, consistent quality, and modern dining environments, particularly appealing to younger consumers. Despite these challenges, local entrepreneurs showed resilience by improving product quality, offering unique local dishes, strengthening customer relationships, and using basic digital marketing. Government representatives emphasized the need for training, financial support, and marketing assistance. The study concluded that sustainable coexistence is possible when local entrepreneurs receive adequate resources, skills, and institutional support.

Keywords: Food chain expansion, local entrepreneurs, competition, business sustainability, Capiz.

*Corresponding author / Email: maaunarce@capsu.edu.ph
DOI: http://doi.org/10.69651/PIJHSS05021079

Recommended citation:
Unarce, M. A. A. (2026). Is there room for all? Exploring the influence of growing food chains on the local entrepreneurs in Capiz. Pantao (The International Journal of the Humanities and Social Sciences) 5 (2), 3005-3038. http://doi.org/10.69651/PIJHSS05021079

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