Innovation and its importance in the positioning of restaurants in the city of Quevedo.

Abstract

Innovation is a key success factor that allows restaurants to position themselves, solidify their permanence in the market and reduce discontinuity in the short or medium term of ventures in this industry. The study aims to determine the importance of innovation in the positioning of restaurants in the city of Quevedo. The applied methodology was mixed, exploratory- descriptive. A structured questionnaire was applied to a sample of 384 people to identify the restaurants with the highest positioning in the city and define their innovative characteristics. The restaurants with the highest positioning stand out for the quality of the product in 47% and 36% for the quality of the service. They adapted to market trends and changes in consumer tastes and preferences. The innovation that stands out the most in restaurants is in products and service with 35% and innovation in marketing with 28%. It is concluded that the restaurants positioned in Quevedo adequately manage the quality of the service maintaining the image of their business, the quality of the product, they are strategically located and have trained personnel to provide good customer service.