Differentiation and positioning in local restaurants: an exploratory study in Macas

Abstract

Introduction. A study was conducted on differentiation strategies and competitive positioning in gastronomic establishments in the city of Macas, recognizing that this sector represents a significant economic activity that contributes to local development. It was concluded that the competitive positioning of restaurants is primarily driven by differentiation strategies, particularly those related to quality and perceived value, brand recognition, and customer experience. Objective. Given the lack of previous research focused on this specific area, the objective was to analyze the relationship between differentiation and positioning variables and to identify the main dimensions that contribute to building a competitive advantage in the market. Methodology. The research adopted a quantitative approach with a non-experimental, cross-sectional, and exploratory design. Data was collected through a Likert-scale survey administered to a sample of 50 restaurants in the city. Results. The results revealed that differentiation strategies based on quality and perceived value, brand recognition, and customer experience contribute to the competitive positioning of these businesses. They also showed a significant gap in the use of digital tools, as well as a disconnect between cultural identity and innovation. Conclusion. It was concluded that the competitive positioning of restaurants is primarily driven by differentiation strategies, particularly those related to quality and perceived value, brand recognition, and customer experience. General Area of Study: Administration. Specific area of study: Administration Type of study: Original article.