Plan de negocio para la creación de un restobar en la ciudad de Quito

Abstract

CONDITION FOR PUBLICATION OF PROJECT. global restaurant market has grown in recent years, driven by changes in consumer patterns, primarily driven by the habit of eating out. In this context, gastronomic experiences are a decisive factor in choosing an establishment. Analyzing these trends, it was identified that Ecuador has a wide heritage, historical, and cultural diversity, with gastronomy being its greatest exponent. Based on the above, a business opportunity was identified in Quito's Historic Center, where there is currently no such offering. Therefore, the creation of a restobar is proposed, featuring Ecuadorian cuisine with traditional music and dance performances. This will project Ecuador's pride as a country and capture the attention of domestic and international tourists. This will, in turn, generate foreign currency and create jobs, positioning the country as a global benchmark in gastronomy and culture. To validate this proposal, people in the Historic Center were surveyed to identify their leisure patterns, consumption preferences, level of acceptance of the proposal, and average consumption bill. A competition analysis was also conducted using the 2025 National Local Registry, focusing on neighborhoods in Quito's Historic Center classified as Food, Beverages, and Entertainment, and Lodging within the sector. Using the information obtained, optimistic, pessimistic, and normal scenarios were developed to estimate market share and determine the units to be sold per dish for the five years under analysis. A study of input prices was also conducted to budget the cost per dish. MOD, MOI, and CIF costs were also established, as well as administrative, sales, and financial expenses, allowing for an assessment of the project's performance and financial position. Finally, the Projected Investor Cash Flow was developed to analyze the business's future cash flows and discount them to Present Value with a MARR of 20%. The result was a positive NPV of $7,830.42, demonstrating the project's financial viability, with an IRR of 31.37%, demonstrating a return higher than the initial investment.