Diseño de modelo de negocio para la creación de un restaurante de cocina vanguardista con aplicación de tendencias trash cooking en la ciudad de Guayaquil.

Abstract

The food and beverage offer in Guayaquil city has poor innovation, in addition to the lack of awareness of the endemic products that we have in Ecuador and sustainable gastronomy. As a result, this project is aimed at the creation of a business model of an avant-garde-style restaurant in Guayaquil city, applying trash cooking trends which means to use and take advantage of the endemic products of the country. For the development of this project, a descriptive non-experimental research design, with quantitative and qualitative studies, was carried out. These quantitative studies were about surveys that measure the preferences and the level of acceptance that the target market would have towards this business model, and the qualitative ones were about interviews with the market segment. Also, these interviews allowed to identify the joys and frustrations when the market segment consume in a restaurant. Therefore, we were able to create the client profile. At the same time, interviews with gastronomy professionals expressed their opinion over the Ecuadorian gastronomy panorama from another perspective and over the acceptance of new trends. As a result of these contributions, the value proposal was made.