Handuraw Case Study

I.
Situation Analysis:
BACKGROUND
Handuraw Pizza is a local pizza restaurant operated by the Kasidlakan Inc., owned by the
Pestano-Smith company. The restaurant offers thin-crust pizzas, below-zero beer, finger foods
rice bowls and more. Events café concept. The brand goes by the taglines “The best-tasting thin
crust” and “Share A Slice, Share A Story”.
HISTORY
In 2004, Kasidlakan Inc. opened the Handuraw Events Cafe in Mabolo. The café’s facilities included
an internet café, a jamming room studio, and a karaoke room. It was widely popular among local
artists and music enthusiasts. However, in May 2007, the company had to close down Handuraw
Mabolo since the building’s owner had decided to redevelop the property into a high-rise
commercial building. In the same year, prior to the closing of Handraw Mabolo, the company
opened Handuraw Pizza in a two-storey 1950’s house in Gorordo. Similar to Handuraw Mabolo,
Handuraw Gorodo atook on an events café concept and also became a hot spot for local artists
to hang out or perform. Events in the local music acts every night of the week from live piano
afternoons, acoustic band nights, open-mic Tuesdays, Artist-of-the-Month features, 60’s Nights,
and local bands on weekends.
In subsequent years, the company opened several other branches, namely, Handuraw JY Square
which primarily caters to the BPO community, Handuraw Mango, Handuraw Kasambagan which
was subsequently transferred to White Gold Club in the North Reclamation Area, and Handuraw
NorthPark. In June 2017, the company closed Handuraw Gorordo since the house’s owner had
decided not to renew the lease contract. With the closure of Gorordo branch, Handuraw lost a
significant number of patrons as the other branches were not able to replicate the success of
Handuraw Gorordo.
MISSION AND VISION

According to Handuraw’s website:
“Kasidlakan Inc. envisions Handuraw Pizza as a Filipino pizza restaurant that would foster a strong
sense of friendship and community brought out by great food, artistic and homey ambiance,
positive energies and unhurried, joyful conversations.”
“We are committed to becoming the leading Cebuano pizza chain in the country, serving more
than just the best-tasting thin-crust pizzas in a venue supportive of local music and the arts.”
CURRENT STRATEGY AND TACTICS

Handuraw implements a “Good neighbor policy” in all of its branches where customers affiliated
with nearby institutions receive a 10% discount on their orders. Handuraw also holds various
events, particularly in Handuraw Mango, such as Chillout Sundays, Senior Night, Acoustic Open,
Mic Night and Theatre Thursdays. Happy Hour
GOALS
Kasidlakan currently has no plans of opening new branches. Instead, it will focus on its
remaining two branches, Handuraw Mango and Handuraw JY. Kasidlakan Inc. in the hopes of
bouncing back from the previous year’s low sales.
II. Problem Identification

What customer engagement strategies should Handuraw Pizza develop and implement to foster
brand loyalty and a sense of community among customers in order to increase sales?
III. Critical Success Factors

A. Aligned with VM
B. Immediate results
C. Low cost
D. Easy implementation
IV. Alternatives Presentation

 Offer discounts and promotions for frequent visitors.
 This alternative leverages on the existing customer base of Handuraw. Over the
years, Handuraw has accumulated a number of loyal customers who often bring
their family and friends to the restaurant. Handuraw can generate goodwill
among their regular customers by rewarding their loyalty with generous
discounts and other incentives. It can also provide rewards to new customers and
to the people who invited them to the restaurant. This alternative requires
Handuraw to maintain a customer database to keep track of visitors and the
frequency of their visits. The database can also include other customer
information such as their favorite food item which can be gathered through a
survey. This will help Handuraw know their customers better. This alternative also
entails Handuraw’s customer service to randomly survey customers dining in the
restaurant to identify first-timers and to gather relevant information to update
the database.
 Feature interesting and relatable content in official website and social media pages.
 Instead of just promotional pictures of products and events,, Handuraw’s official
website and social media pages can include more interesting, relatable and
engaging content. For instance, their fb page can include pictures and videos of
actual people enjoying Handuraw’s food and events. Moreover, its website can
include features on thriving local musicians and artists who Handuraw aims to
support. The website can even allow for limited-time streaming of music and
videos. Furthermore, the website can include a forum or comments section
where people can talk about various subjects, particularly music, art and pizza.
This can help boost Handuraw’s reputation among music and art enthusiasts. This
alternative requires Handuraw to assemble a team of social media content
creators and administrators to ensure that its social media activities do not
remain stagnant.
 Launch interactive, promotional events or activities such as contests, quizzes, polls, etc.
 Handuraw can organize interactive events that will enhance customer
experience with the brand such as battle of the bands, logo design competition,
pizza recipe contests, life story contests, art/music/pizza/ trivias, online polls,
etc. This alternative entails Handuraw to reach out to probable contestants
though intensive promotion and lucrative prizes.
IV.
Alongside the growth of the Events Café was the development of our own line of thin-crust pizzas.
Through the efforts of siblings Gina Pestaño-Castro and Marissa Pestaño-Basilad, we developed an
original and unique recipe of thin-crust pizza doughs. Pizza became the food of choice for us when
research indicated that pizza had become a universal comfort food, craved for by people all over the
world with each country putting their own stamp to its identity. It was also learned that the dining
experience of eating pizzas (regardless of pizza size and diners’ age and interests) is generally a
communal or group experience, and serves to foster friendship and camaraderie.
In 2007, Handuraw Pizza opened in an old house along Gorordo Avenue. The Gorordo branch continues
the Events Café concept catering to local music acts every night of the week from live piano afternoons,
acoustic band nights, open-mic Tuesdays, Artist-of-the-Month features, 60’s Nights, and local bands on
weekends. Its second floor also caters to functions and has been the venue for free movie showings, gay
pride gatherings, and senior citizen nights. Starting in November 2014, the branch hosts the Saturdays
Cebu Farmers’ Market where local, fresh and organically grown & produced fruits, vegetables &
products from local farmers in Cebu can be purchased.
In 2012, we opened a branch in JY Square, Cebu City catering primarily to the BPO community. And in
2013, Kasidlakan Inc. opened another branch in Kasambagan, Cebu City however this was closed in 2016
transferred to the White Gold Club, in the North Reclamation Area between SM City and Robinsons
Galleria. Prior to this latest branch, Kasidlakan returned to the scene at Mango Avenue in December of
2015 at the ground floor of the Mango Square mall. View current list of branches here.
Handuraw Pizza also prides itself for being one of the first local business establishments to showcase
music videos of local artists in our TV screens. We also have a “good neighbor policy” that gives
preferential discounts to neighboring schools and universities in the vicinity of our branches.
We are committed to becoming the leading Cebuano pizza chain in the country, serving more than just
the best-tasting thin-crust pizzas in a venue supportive of local music and the arts. Come dine with us at
any of our branches nearest you and share a slice, share a story with Handuraw Pizza!
© 2020 Handuraw Pizza www.handurawpizza.com
STRENGTHS:
 Tasty pizza and food menu

 Below zero beer
 Live band
 Spacious function rooms
 A number of frequent and loyal customers
WEAKNESSES:
 Pricey
 Out of 4 branches, only two branches will remain in 2020
 Low overall sales
 Low delivery sales
OPPORTUNITIES:
 Eat-out and delivery lifestyle

 Social media marketing
THREATS:
 Cheaper pizza options

 Numerous competitors
REFERENCES:
https://www.philstar.com/cebu-entertainment/2007/05/29/2912/so-long-handuraw
https://news.abs-cbn.com/life/06/15/17/last-look-cebus-handuraw-pizza-on-gorordo-closes-its-doors
https://weekend.sunstar.com.ph/blog/2017/07/16/farewell-handuraw-gorordo/

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I.

MISSION AND VISION

CURRENT STRATEGY AND TACTICS

II. Problem Identification

III. Critical Success Factors

IV. Alternatives Presentation

© 2020 Handuraw Pizza www.handurawpizza.com

 Tasty pizza and food menu

 Eat-out and delivery lifestyle

 Cheaper pizza options

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