Análisis de las estrategias de marketing aplicadas en los restaurantes mejor posicionados en Cuenca, Ecuador, durante el período 2020-2024

Abstract

This research analyzes the marketing strategies implemented by the best-positioned restaurants in the city of Cuenca, Ecuador, during the period 2020–2024. Under a qualitative approach, four outstanding establishments were selected, considering criteria such as the level of engagement on social networks, ratings on TripAdvisor, business trajectory and awards obtained. Through structured interviews with the managers of these restaurants, the marketing practices used were identified and their perceived effectiveness was evaluated. The results show that the most successful strategies are not based on massive advertising investments, but on the creation of memorable experiences, the authenticity of the gastronomic proposal and positioning through word-of-mouth marketing. BTL (Below The Line) strategies predominate, focused on personalized attention, environment design and emotional connection with the client. Although digital marketing is valued and applied by some establishments, others opt for a discreet digital presence or focused on alternative channels. Collaborations with influencers and loyalty programs are implemented selectively, privileging consistency with the brand identity. It is concluded that the success of these restaurants lies in their ability to connect with customers from an emotional and experiential proposal, generating valid recommendations and lasting relationships with the brand.