The fast food industry is a direct reflection of the changes in the society in which they

operate. Society has shifted to a more advanced and more complicated social order

that involves a movement away from mass-produced food to mass-produced food

because user demands have changed.

The objective of this analysis is based on exploring and applying product and price

decisions in the formal and informal hotel industry (Pizza Restaurants) in

Barranquilla. Analyzing their Competencies: Practical Thinking, Creative Thinking,

Critical Thinking, Teamwork, and Communication. For the development of this

activity, two restaurants El punto multiple del flavor and Fiordi were taken into

account, both well-known restaurants in Barranquilla, known for their products, which

are pizzas, but to analyze more in depth we will begin with the description of the

different segments of consumers (target market) that could be observed in the

comparison experience of both points of sale in Barranquilla.

The multi-point flavor target market is aimed at the general public in the city of

Barranquilla. Its niche is made up of people with a medium-high purchasing power,

who belong to strata 4, 5 and 6. Of different ages from 10 years to 70 years. While

the target market of Fiordi presents these characteristics: public between 15 - 50

years of the city of Barranquilla, its niche is made up of strata 4, 5 and 6, young

people who go to fast food establishments as a way to meet with their friends and

that it does not cost them too much money, workers who eat out. The number of

people who eat outside the home has increased due to the incorporation of women

into the labor market, people who at a certain moment do not feel like cooking or do

not have time for it, and tourists and weekend public . 1
Continuing with the description of its product and brand strategy, the multi-flavor

pizzeria has a wide variety of products where, among them, tropical pizza that is

made with cheese, pineapple, plum, mushrooms and mango, is the pizza of Meats

that is made with cheese, ham, pepperoni, salami, chicken and ripe tomatoes, there

is the vegetable pizza that is made with cheese, sweet corn, mushrooms, tomatoes,

onion and paprika, there is the House pizza that is made with cheese, sweet corn,

ham, ripe banana, chicken and ripe tomatoes and finally there is the Hawaiian pizza

that is made with cheese, pineapple and ham. 2

And continuing with the Fiordi pizzeria they do not have a great variety of pizzas,

they have the most essential pizzas which are chicken pizzas (Teriyaki, Mustard,

Alfredo, Chicken BBQ, Texmex, mushrooms), meat pizzas (Madonna, Romagna,

Panceta, Iberian, Mediterranean), seafood pizzas (Octopus, Caruso, Anchovies,

Salmon Carpaccio) and vegetarian pizzas (Mamma mia, Napolitana, vegetarian,

Funghi). 2

Fiordi's marketing strategy is based on determining different sales tactics, focusing

mainly on homes, since it is a fundamental factor to achieve recognition in the

market and to be able to create, maintain and retain relationships with its customers

and satisfy their needs with products that help them generate competitive

advantages. These tactics include: Create tasting stands, in order to publicize the

product to the target customer, Offer discounts for quantity, or discounts for special

seasons, allowing to stimulate demand for the product. 3

For this reason, it seems relevant to us to place an important emphasis on the

market panorama because the pizza market, worldwide and in Colombia, is one of

the most versatile, since it falls into almost all categories of the catering sector: food

fast, casual food, homes, take out and gourmet. According to a study carried out by

the firm CID Gallup Latin America, and known exclusively by the magazine La Barra,

pizza represents 17.5% of the restaurant offer in the country, and is the fourth

preferred food by Colombians at the time eating out. Similarly, the consumption of

pizza, unlike chicken, for example, is constantly present during the week with a slight

increase on weekends. According to the same study, consumption is concentrated in

the upper strata of capitals such as Bogotá and Medellín. Currently, pizzerias are

undergoing a menu transformation, as they have had to incorporate products such

as hot wings and other types of food - Mexican, fast food and even chicken itself.

This has rethought the way to put together an offer for the segment, given that the

current consumer is more attentive to expanding their palate and having more

options. In the United States it is increasingly common to see pizzerias with hot

wings; the large chains in the country have been updated in this regard, and in their

restaurants the consumer has also witnessed that behind a pizza, something else is

coming. 3
The growth of pizza as fast food and casual food has remained constant. However,

significant growth has occurred through home delivery and very strongly in gourmet

pizza. In the first, chains such as Domino's, Pizza Pizza and WOW, are expanding

strongly with the aim of saving costs in opening points of sale, and to spread the

natural and profitable trend of pizza as a product for homes. For its part, in the

gourmet category, pizza has gained considerably more ground with chains such as

Pizza 1969, which have managed to massify a product with special ingredients,

giving the segment new flavors. Consumption in this category is on the rise, and

strengthening gourmet pizza homes would be highly profitable management.

If we focus on the multiple point price strategy of the flavor, we see that their strategy

is based on having their products available to the customer by locating their points of

sale in strategic places in the city in order to generate development in different

places where they carry out commercial tasks. , since it is essential that your product

is available when the customer wants to buy it and where they want to buy it. Among

other strategies we can highlight offers such as 2x1, or being able to acquire a

second product at half price, for the purchase of the first, in addition to happy hour.

Grant coupons or discount vouchers on products with less turnover. Create activities

or events in order to persuade, motivate or induce the purchase of the product and

Design the presentation of the product in a way that is attractive to the consumer.

Continuing with the analysis, we proceed to the service strategy that in the multi-

flavor pizzeria we can highlight: offering the customer a guarantee for the service

since it allows them to increase market share, retain customers and improve the

profitability of the company. Know what the exact needs and expectations of

customers are, this in order to develop a customer service strategy that always
manages to satisfy their needs and that generates great brand valuation. Ask

customers for their opinion about the product, if possible to allow them to answer a

short questionnaire, let them know that the objective of the questionnaire is to

improve the product in order to better serve them. Offer the customer a fresh product

with the best ingredients, which in addition to its high quality, takes care of their diet

and in turn benefits their health. And the Fiordi company acquired a new service

permanently the restaurant, included in its menu, breakfasts and lunches. The

initiative was born on the occasion of the 2018 World Cup Russia season, and

remained on the menu even after said event ended. Pedro Salzedo said that the first

meal of the day is available from the first hour and lunches from 12:00 m. until 4:00

p.m.

After seeing everything that has been analyzed so far, we can see that the way of

eating will vary over time, since every day people think more about their health and

the selection of food is based on this concept. This is why it is considering creating

new light products for both pizzerias given that a new style of consumption based on

healthy food is beginning to be developed, each time manufactured with fresher,

organic and healthier products. In the modern world, people seek more what pleases

them and produces enjoyment, such as good food. Going out to eat or lunch has

become everyday, it is no longer something to celebrate. In the big cities of the

country, people work away from their homes and find a space to socialize and do

business. The fast food industry is a direct reflection of the changes in the society in

which they operate, society has changed to a more advanced and more complicated
social order that involves a movement away from mass-produced food to give way to

Foods produced for the masses because the demands of users have changed, the

way of eating will vary over time, since every day people think more about their

health and the selection of food is based on this concept. This is why a new style of

consumption or consumption trends based on LIGHT food is beginning to develop,

each time manufactured with fresher, organic and healthier products; 4

Continuing with our analysis, we turn to the pricing strategy, the price of multi-point

flavor products ranges between 8,000 and 21,000; This being very reasonable for all

clients according to the consumer segment where they operate, the product, the

location and comparing the price with that of the different companies that are their

competition, it is too affordable and competitive. Fiordi, on the other hand, finds itself

with quite high prices for both pizzas and other products, for example Pizza Sushi

with fresh Salmon $ 22,000. Seafood Casserole $ 55,000. Grilled octopus $ 38,000

and Pizza Sushi de Palmito de crab $ 22,000, which in our opinion are excessively

high prices for strata 4 and 5 of the city of Barranquilla, it would be recommended to

lower the prices a little more especially to the pizzas that is the product that the

citizen would most look for in the restaurant. 5

In our experience doing this analysis, we were able to observe two completely

different sectors in these two pizzerias, the multiple point of flavor if you think more

about the common citizen who only seeks a moment of satisfaction alone or with

friends enjoying a good pizza in the case of Fiordi. think more of the high-ranking

citizen for the prices and the facilities of the place, his business is more aimed at a

high-ranking particular class that is good but would also generate more if he focused

on another market or included it at least by making Their products are a little more
accessible because Colombia is experiencing a huge recession and if they do not

make the correct adjustment to expand their customer market a little, they may lose

a specific sector of the market, therefore, it is a point to take into account in the

following years. 5

We can conclude that from this research and taking into account the analysis of the

fast food sector in Colombia, we can conclude that it is a sector with high and stable

yields, which makes the entry of other competitors attractive. On the other hand, the

growing obesity, in contrast to the cult of the body and beauty that are very

fashionable in the country today, are a threat to the sale of caloric products, with high

fat content, which is presented as an opportunity to develop a new business that

satisfies the need for price and speed that other fast food competitors offer, but with

a healthy and low-calorie product. As a result of the above, it is considered feasible

to develop a business of this nature and the strategic design that is needed should

consider a generic approach with differentiation, because this type of product does

not reach all consumers in a massive way, they are defined operational strategies

that include good initial publicity to publicize the product and achieve customer

loyalty. 6