Flavor Of The Past, Taste Of Tomorrow: Business Resilience And Sustainability Of Laguna's Heritage Food Establishments

Abstract

Laguna’s heritage food establishments are more than businesses; they are the living memory of a province served on a plate. Yet, the individuals who preserve these recipes operate family-owned establishments in an environment that is increasingly Brittle, Anxious, Nonlinear, and Incomprehensible (BANI), where authenticity must compete with disruption on a daily basis. This study examined how five long-standing heritage food establishments—Pancit Maciang and Universal Bakery in San Pedro City; Mang Tony’s Original Pospas and Nila’s Puto in Biñan City; and Aling Taleng’s in Pagsanjan—demonstrate resilience, sustainability, and cultural continuity within this operating context. Anchored in SERVQUAL Theory, Resilience and Sustainability Theory, and the UNESCO 2003 Convention for the Safeguarding of Intangible Cultural Heritage, the research adopted Creswell’s convergent parallel mixed-methods design. Quantitative data were collected from 150 customers using a SERVQUAL-based satisfaction survey, while qualitative data were obtained through in-depth phenomenological interviews with five owner-managers. Findings indicate that customers are highly satisfied across all dimensions, with food quality (M = 3.49) and reliability (M = 3.54) emerging as the strongest indicators, while tangibles and cleanliness (M = 3.32) were identified as the most visible vulnerabilities. The study also found no significant differences in satisfaction across establishments suggesting that legacy, authenticity, and personal accountability function as shared, culture-driven quality standards. Owner narratives confirmed that resilience is present but volatile, sustained primarily by family legacy rather than formalized systems. Drawing from the integrated findings, the study proposes the Heritage Food Resilience and Sustainability Framework (HFRSF), built on four pillars: Authenticity Custodianship and Heritage Mapping, Relational Service Culture, Physical Heritage Stewardship, and Capacity and Succession Systems, with the NCCA, NHCP, DOT, LGU Laguna, and TESDA serving as institutional anchors. The HFRSF offers a practical, culturally grounded pathway for safeguarding Laguna’s culinary heritage while preparing it for future sustainability.