Thriving Against the Odds: A Multiple Case Study on the Opportunities and Challenges in the Halal Dining Industry

Abstract

This qualitative multiple case study aimed to explore the opportunities and challenges faced by five halal restaurant owners or managers in Davao City coming from different types of restaurants: catering and banquet, fast-food, café bistro, grill restaurant, and restaurant inside the hotel. They were chosen through purposive sampling. The experiences and coping strategies of the five cases were examined using in-depth Interviews. Triangulation of the gathered data was done in each case by interviewing their cooks, waiters, or supervisors. It was analyzed using thematic analysis resulting in three emergent themes on the opportunities: growing halal and health-conscious market, halal certification as business enabler, and leveraging delivery platforms and digital contents. The emergent themes for challenges included the Fragmented, Costly, and Unreliable Halal Certification Ecosystem, Difficulty of Maintaining Halal Integrity and Standards, and Operational and Cost Crisis. The five cases were generally similar in their declaration of satisfaction with the quality of their work life. As regards their coping strategies on the challenges of their experiences, five emergent themes have been drawn: Utilizing Available Certification Resource, Ensuring and Upholding Halal Integrity, Reduction of Overhead Costs, Secure the Supply Chain, and Maximize Market Reach.