Desarrollo e implementación de estrategias de marketing para los restaurantes de comidas rápidas de la ciudad de Cali en tiempo de pandemia

Abstract

This documentary review article was aimed at identifying the marketing strategies implemented by fast food restaurants in the city of Cali in times of the Covid19 pandemic. The research is descriptive, with a mixed approach (qualitative and quantitative. As main results, it was identified that during the pandemic companies present several challenges, and in this case SMEs much more, which generate around 80% of formal jobs in Colombia. Businesses such as fast food restaurants were forced some to reinvent themselves and others with less luck to close their establishments due to lack of capital to cope with the economic crisis generated by the confinement; another was the scenario for restaurants that rethought or implemented new marketing strategies to continue operating successfully in the midst of this situation From the research exercise it was concluded that for fast food restaurants in the city of Cali it is essential to implement and comply with biosafety protocols established by the national government and inform your customers about the issue to build trust and continue to provide their services without inconvenience, in addition, create and update their social networks to generate sales by this means, mainly Instagram and Facebook, which according to statistics are the networks most used by the community to search for information regarding restaurants, also, use digital means to interact with your customers and potential customers, finally, implement, improve and maintain the provision of home service. All of the above analyzing and applying marketing strategies such as functional and loyalty strategies.