Author

Judy Ann A. Galleno*
Capiz State University – Main Campus, Roxas City, Capiz, Philippines

Abstract

Over the past decade, the Philippines has witnessed a remarkable surge in the popularity of coffee shops, marking a cultural shift in the way Filipino socialize and consume beverages. This qualitative study explored the evolving environment of coffee shops in Capiz, examining the initiatives, adversities, and prospects that shaped the business dynamics. The participants of the study were the 22 coffee shop owners/managers in the Province of Capiz who were registered in the Department of Trade and Industry. Data analysis underwent two phases of data collection and was conducted using Braun and Clarke’s five stages of thematic analysis. All audio recordings were transcribed verbatim. One-on-one interviews using a researcher made 15 – item interview guide was employed. Based on the results, Coffee shop owners in Capiz were driven by the following initiatives when they established their business: diversification and expansion, adaptation to trends and customer preferences, passion and personal interest, Community engagement and support, learning and development, and entrepreneurial spirit and planning. The adversities faced by these businesses included: intense competition and pricing pressures, supply chain vulnerabilities and environmental challenges, customer preferences and adaptation to trends, navigating economic fluctuations and operational challenges, and pandemic adaptation and resilience. The prospects of coffee shop owners for the sustainability of their business are evident in their: innovative product development, social media monitoring and engagement, market responsiveness and flexibility, local government support and promotion, tourist engagement and marketing, tourist feedback and support, Employee well-being and continuous improvement, environmental responsibility and resource management, and adaptation and innovation. The study concluded that Capiz coffee shop owners are well-positioned to thrive in a complex and evolving industry landscape, emphasizing a blend of passion, strategic planning, and community-oriented approach.

Keywords: Coffee shops, Adversities, Initiatives, Prospects.

*Corresponding author / Email address: judyanngalleno@deped.gov.ph
DOI: https://doi.org/10.69651/PIJHSS05021160

Recommended citation:
Galleno, J. A. A. (2026). Emergence of coffee shops in Capiz: Initiatives, adversities, and prospects. Pantao (International Journal of the Humanities and Social Sciences) 5 (2), 4419-4438. https://doi.org/10.69651/PIJHSS05021160

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