Impacto del marketing digital en el Gastrobar “Luna Café” en época de pandemia

Abstract

On January 30, 2020, COVID-19 was declared a pandemic, which has spread rapidly to people around the world. and according to the (OMS, 2020), more than 118,332 positive cases of this disease were confirmed in 114 countries and 4,291 deaths due to this virus. Upon arrival in Colombia, the National Government declared a Health Emergency by means of resolution 385 of March 12, 2020 throughout the country until May 30. This led to the implementation of new preventive measures through a regulatory framework to be applied throughout the territory, in accordance with OMS guidelines and with the support of local authorities. On March 21, 2020 President Iván Duque announced the following measures details on the mandatory preventive isolation supply in an articulated work between the government and the business sector, the production and supply of food and medicines will be guaranteed throughout the country, in addition to the days of preventive isolation it will be possible to order homes to restaurants directly, or through e-commerce platforms. Considering this problem the research seeks a specific case of a restaurant or gastro bar which has survived the pandemic, wanting to understand what administrative, logistical and digital marketing strategies implemented to sustain in the market in 2020 and continue its operation today. The result of the research to the gastro bar Luna Café after the interview with the owner and the review of the figures of the income statement 2019 and 2020, show solid administrative strategies, such as good management of resources, solidarity with its employees of the operational part, closing the premises at the right times to avoid cost overruns and the desire to implement new digital business techniques such as home applications for certain products of its menu