Estrategia digital "Del casca a tu casa" como medio promocional del nuevo modelo de negocios de reparto a domicilio del restaurante El Cascajal

• Autor: Aliaga Pajares, José Antonio
• Formato: tesis de grado
• Fecha de Publicación: 2021
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/13901
• Enlace del recurso: https://hdl.handle.net/20.500.12724/13901
• Nivel de acceso: acceso abierto
• Materia: Corporate image; Digital communications; Restaurants; Imagen corporativa; Comunicaciones digitales; Restaurantes; https://purl.org/pe-repo/ocde/ford#5.08.00

The following professional work had the purpose of developing the digital strategy "Del Casca a Tu Casa" as a promotional medium for the new business model of home delivery of the restaurant El Cascajal, offering quality food and fast delivery, while maintaining biosafety protocols. Because of the influence of the pandemic in the city of Lima, the business sector had to rethink its business models for not close its doors. El Cascajal Restaurant allowed applying different strategic approaches by starting with a study based on the preferences of two customer segments (corporate and diners). Conducting an analysis of the operating conditions of the market and competition, applying key elements of digital communication strategy. Ranging from the definition of a strategic plan, the new corporate identity, visual image, distribution channels, media strategies, and the relationship of projected versus actual budgets; in turn, an evaluation to decide the implementation of its own delivery service. Loyalty, engagement, KPIs, were key elements in this digital communication proposal, to make decisions that fit the reality and the positioning as a reference in the gastronomic sector. The creation and benefits of these strategies allowed the restaurant to continue working in time of COVID-19.