Diseño de un plan estratégico de comunicación digital para el restaurante “Picantería Cordero”.

Abstract

In Guayaquil, Picantería Cordero challenges itself with its digital communication that restricts the restaurant's position in the gastronomy market, as well as customer retention. While their encebollado is famous, it unfortunately lacks the right digital approaches to strengthen customer relationships and even attract new buyers. This project sought to develop a strategic digital communication plan in order to improve the interaction and service provided to customers. The research was carried out through quantitative and qualitative methods such as a customer survey, interview with the administrator, content analysis of social networks, as well as Google reviews and comparison of the restaurant with other similar establishments. The analysis showed that 66.7% of customers are most likely to receive information through Instagram, which is the preferred social media platform, but the restaurant's account is empty, with very little activity and no coherent images. Additionally, customer service performance was rated 3.8/5, indicating the need to focus on customer experience. Considering this information, a strategic communication plan was developed that will help enhance the digital brand and brand identity. The new plan is expected to help increase the restaurant's digital presence, engage customers more effectively and drive customer loyalty in an increasingly competitive environment.