Digital marketing strategy for a typical restaurant in Bogota

Case study: Origen Bistró Restaurant. Current economic development policies, together with the free trade agreements that the Colombian government is pursuing and that have led to the globalisation of markets, have led to the need for small entrepreneurs to generate new, better and more efficient business strategies that contribute to their economic strengthening, generating greater acceptance and loyalty from customers, who are becoming more demanding and better informed every day (Economic Cooperation and Development Organisation, 2014). Within the fulfilment of these strategies, more and more companies in all economic sectors must be concerned about innovation, so as not to be left behind in a diverse world that is beginning to move around technology. The gastronomy sector offered in the centre of Bogotá is a clear example of this reality, since this is a sector that has a low use of technology and is also subject to a rapid growth in demand from thousands of diners who come to visit or settle in the city to study or work (Jara Guerrero et al, 2014).