Creación de un Restaurante-Marisquería en el Norte de Quito

The objective of this thesis was the creation of a seafood restaurant, by using the knowledge obtained during the career of Hospitality at Universidad San Francisco de Quito. The restaurant will be located at Av. Republica del Salvador y Moscu at the north of Quito and it`s focused on a market segment of middle to high socioeconomic status. The feasibility of this project was proven through a study which shows that the macroeconomic environment of Ecuador is in a constant change at the rates and fees as ICE, PIB, IPC, ICC family budget and inflation. Despite this, the service industry has a tendency to increase. The market analysis was possible to obtain after identifying the limits of the neighborhood (at north Av. Portugal, west Av. Shyris, south Av. Eloy Alfaro and east Av. 6 de Diciembre. Based in the market analysis and its limits, a neighborhood analysis was performed. The results showed that the area where the restaurant is located is safe and it has growth trend. It was also possible to identify that the main demand generators are Quicentro Shopping, embassies, government institutions and other businesses in the area. This demand analysis showed that both the project and the location are feasible, favorable and profitable because the target market is willing to pay more for a better product and service