Plan de marketing y comunicación digital para restaurante Un Bocadillo

Abstract

Abstract:This Curricular Integration Project aimed to design a strategic digital communication and marketing plan for the restaurant Un Bocadillo, based on a situational analysis and a market study applied to its customers. Through surveys and internal and external analysis, it was identified that the business has a solid base of young customers, with high usage of digital environments and high satisfaction with the service and attention received. However, a deficiency was found in the lack of a formal digital communication structure that would allow these strengths to be extended beyond the physical space, since the results clearly show the audience's willingness to use social media and WhatsApp as communication, information, and ordering channels. Based on these results, an action plan was developed to compete in the areas of sales, customer loyalty, and the restaurant's visibility in digital spaces. The work provides a practical guide for small food businesses seeking to adapt to current market dynamics and enhance their competitiveness through digital strategies.