The main objective of this work is to explore how ventures have adapted their commercial proposals after the changes brought upon by Covid-19. We selected The Latin America's 50 Best Restaurants list as a case study, (1) due to it being an international ranking that unifies and selects the best restaurants in a specific geographic sector, (2) each of the restaurants in the list have a tradition of providing a service that is consumed or experienced locally as it allows them to control all aspects of the dining experience, (3) prior to the Covid-19 pandemic, given the differentiated offer of products offered by each restaurant, the restaurants did not work with food delivery applications (4) prior to the Covid-19 pandemic, their menus were printed on paper and not in a digital format through the use of mobile technology, (5) the preparations and presentations offered prior to the Covid-19 pandemic were intended for consumption at the point of sale service and not delivery. To conduct the study, an analysis was carried out, comparing various variables that subsequently made it possible to assess whether mobile technologies were opportunities to the ventures in our sample. We found that the offerings of this type of restaurants had to adapt to the new scenario, moving from seeing mobile technology as a simple marketing tool to a new commercial ally, adapting to the needs of each of these technologies and therefore adapting their respective product mix and packaging.
Pareti, StefaniaMonllor, Javier Antonio Kraft, Irene
Oxford Brookes Business School
Year of publication: 2021Date of RADAR deposit: 2021-11-15
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