Strategic planning as a factor of competitiveness in the restaurant sector in Quito

Abstract

This research analyzed the role of strategic planning (SP) as a key factor in the competitiveness of Quito's restaurant sector. Using a non-experimental cross-sectional design, a mixed-method approach and descriptive exploratory scope, objective matrices, structured surveys, and SWOT analyses were used in a stratified sample of 196 restaurants from the Pichincha Restaurant Association, categorized by categories 3, 4, and 5. The results showed that strategic planning is related to the establishment's categorization level, being more frequent and systematic in five-star restaurants. The SWOT analysis placed the sector in the adaptive quadrant, suggesting the need to transform structural weaknesses such as informality, low professionalization, and limited digitalization into opportunities through training strategies, formalization, and the use of accessible technologies. The main barriers identified were lack of training, limited resources, and operational overload, especially in micro and small businesses. It is concluded that strengthening strategic planning is essential to improve the sustainability, operational efficiency, and differentiation of restaurants in a competitive environment. The proposed improvement plan focuses on training, digital transformation, and partnerships as key elements to promote the professionalization of the sector and its integration into the formal economy.

Keywords: Strategic Planning, Competitiveness, Restaurants, Business Management