Digital Marketing & Marketing Decisions after Two Years of Covid-19. The Case of Latin America's 50 Best Restaurants 2020 & 2021

Abstract

This study seeks to analyze DIGITAL MARKETING & MARKETING DECISIONS AFTER TWO YEARS OF COVID-19. Latin America's 50 Best Restaurants for the period 2020 and 2021 is selected as a case, because: (1) it is an international ranking that unifies and selects the best restaurants in a specific geographical sector, (2) each of the restaurants on 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 gastronomic experience, (3) before the Covid-19 pandemic, given the differentiated product offerings by each restaurant, the restaurants did not work with food delivery applications (4) before the Covid-19 pandemic, their menus were printed on paper and not in digital format through the use of mobile technology, (5) the preparations and presentations they offered before of the Covid-19 pandemic were intended for consumption at the point of sale service and not for delivery. To carry out the study, an analysis was carried out comparing various variables that later allowed us to evaluate whether archive technologies were opportunities for the enterprises of our sample. We found that the offer of this type of restaurant had to adapt to the new scenario, going 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. The methodology consists of reviewing the list of the 50 best restaurants in Latin America in 2021 and making a comparison with the 2020 list based on predefined parameters, based on the study through their websites and social networks.