Effectiveness of the business plan for strengthening the gastronomic sector in Bahía de Caráquez, Ecuador

Abstract

The present study analyzes the effectiveness of business plans in the gastronomic sector of the Bahía de Caráquez parish, with the aim of identifying the factors that influence their development and execution. The research is important due to the need to strengthen business management in a key sector for the local economy. A mixed methodology was applied, combining qualitative approaches through direct observation and quantitative ones through rating scales, which allowed for a comprehensive view of the phenomenon. The descriptive analytical method facilitated the detailed examination of the observed reality and the interpretation of the collected data in its context. Three main instruments were used: the observation technique, which revealed weaknesses in biosafety, technology, and brand positioning; the PESTEL analysis, which highlighted the most influential factors as the social environment and economic uncertainty; and the Customer Journey Map, which identified deficiencies in initial attention, ambiance, and payment methods. Each of these instruments provided a different perspective on the effectiveness of the business plans and allowed for the identification of both structural shortcomings and opportunities for improvement. In conclusion, the urgent need to professionalize restaurant management through the implementation of business plans that integrate customer service strategies, process digitalization, brand image strengthening, and adaptation to the external environment is highlighted. These actions are key to achieving a solid and sustainable positioning in the local gastronomic sector.