Análisis del estado situacional de los restaurantes de Cuenca. Ventajas competitivas y debilidades

Abstract

As a consequence of covid-19, many mobility restrictions and social distancing policies were implemented. These policies affected a large part of the economy, and mainly the restaurant sector. Thus, this study describes the current situation of restaurants, taking as a sample 38 representative restaurants of the City of Cuenca. Among the main findings, it stands out, for example, that there were restaurants that lost up to 60% of their customers as a result of the pandemic. As another finding, it is worth mentioning the fact that an integration to digital platforms and greater training of human talent does not necessarily translate into better income or more clients. For their part, the restaurants whose business lines and strategies are mainly aimed at the upper middle strata, managed not only to stay in the market, but also to increase their customers in some cases. In other words, in the case of these restaurants there are high loyalty strategies. A general weakness is that there is no restaurant that focuses on meeting international quality standards. This study, without a doubt, provides guidelines for restaurants in general, regarding their administrative part, strengths and weaknesses.