Estudio de las motivaciones para emprender bajo el modelo de negocio cocina oculta en la ciudad del Guayaquil.

Abstract

The search for innovation in the restaurant industry has generated ingenious proposals to satisfy markets, both classic and emerging, and it is here that a new alternative appears, such as the hidden kitchen. This innovative business model that puts aside direct customer service and opts for a home delivery service has begun to gain followers globally and in Ecuador it is no exception. Food delivery services are being used increasingly in Ecuador and increased during the harshest phases of the Covid-19 pandemic. At present, new entrepreneurs are beginning to join this business model, proposing different culinary alternatives and all the factors that are promoting the opening of this type of business are unknown, that is why this study aims to identify the motivations that lead to new entrepreneurs to venture into restaurants without direct attention to the public. In this research, it was proposed to prepare a list of hidden kitchen ventures under a selection criterion, together with identifying in their entrepreneurs a set of motivations that led them to invest in this type of restaurants, in addition, the use of a focused mixed methodology was proposed. in the bibliographic search of motivational antecedents to undertake together with the application of a Likert scale survey to identify the main motivations and their percentage of participation in the action of undertaking in hidden kitchens. This work was able to identify a percentage of this type of business in the city of Guayaquil, and the lack of studies on this subject and the need to make these ventures visible through their regulation was mainly evidenced.