Diseño de estrategias de posicionamiento de marca para un nuevo restaurante estilo grill en la ciudad de Guayaquil.

Abstract

The present research work aimed to design a comprehensive and differentiating brand positioning strategy for a new grill-style restaurant in the city of Guayaquil, in order to establish a sustainable competitive advantage in the local gastronomic market. The methodology corresponded to a mixed-methods, descriptive, non-experimental and cross-sectional design. For the quantitative component, a structured survey was applied to 390 potential consumers of the grill segment in Guayaquil, using probabilistic sampling with a 95 % confidence level; for the qualitative component, semi-structured interviews were conducted with three key informants from the gastronomy and marketing sectors. The findings reveal a young, mostly single consumer, with a high frequency of consumption of grilled food, who values flavor, product quality, service and the overall experience above price. In addition, Instagram and TikTok are identified as the main discovery channels, and the chef and influencer archetypes as the most consistent with the segment. It is concluded that the positioning strategy must articulate a coherent visual identity, a value proposition based on experience and an organic digital communication that guarantees consistency between the brand promise and the experience lived by the customer at the point of sale.