Plan de comunicaciones para fortalecer la propuesta de valor de The Hub Green Jazz Bar
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Date
2025-06-05
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Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
El presente estudio tuvo como objetivo diseñar un plan estratégico de comunicaciones para fortalecer la visibilidad y posicionamiento de The Hub, un restaurante innovador que destaca por su fusión entre la cultura del jazz y la oferta de una alimentación balanceada. En respuesta a los desafíos del mercado local, como la falta de diferenciación y reconocimiento de conceptos únicos, se empleó un enfoque mixto que incluyó la utilización de Grupos Focales como herramienta, así como encuestas a una muestra representativa de consumidores en el Distrito Central. La investigación permitió identificar los canales de comunicación más efectivos y las preferencias del público objetivo, además de analizar las tendencias actuales en estrategias de posicionamiento para restaurantes con propuestas distintivas. Los hallazgos subrayan la importancia de implementar un plan de comunicación sólido que integre el uso de redes sociales, estrategias de contenido orgánico y pagado, colaboraciones con creadores de contenido, optimización de la presencia digital y campañas experienciales que resaltan la esencia cultural y gastronómica de The Hub. Este enfoque busca no solo aumentar la visibilidad del restaurante, sino también consolidarlo como un espacio icónico para los amantes del jazz y la comida saludable en Tegucigalpa. La propuesta final destaca la necesidad de conectar emocionalmente con la audiencia, posicionando a The Hub como una referencia única en el sector gastronómico, capaz de impactar positivamente en la oferta cultural y en el estilo de vida de la comunidad.
The aim of this study was to design a strategic communications plan to enhance the visibility and positioning of The Hub, an innovative restaurant that stands out for its fusion of jazz culture and balanced cuisine. In response to local market challenges, such as a lack of differentiation and recognition of unique concepts, a mixed-method approach was employed, which included Focus Groups as a tool, as well as surveys conducted with a representative sample of consumers in the Central District. The research identified the most effective communication channels and target audience preferences, in addition to analyzing current trends in positioning strategies for restaurants with distinctive offerings. The findings highlight the importance of implementing a solid communications plan that integrates the use of social media, organic and paid content strategies, collaborations with content creators, digital presence optimization, and experiential campaigns that showcase The Hub's cultural and gastronomic essence. This approach aims not only to increase the restaurant’s visibility but also to establish it as an iconic space for jazz lovers and healthy eating enthusiasts in Tegucigalpa. The final proposal underscores the need to emotionally connect with the audience, positioning The Hub as a unique reference in the gastronomic sector, capable of positively impacting the cultural offering and lifestyle of the community.
The aim of this study was to design a strategic communications plan to enhance the visibility and positioning of The Hub, an innovative restaurant that stands out for its fusion of jazz culture and balanced cuisine. In response to local market challenges, such as a lack of differentiation and recognition of unique concepts, a mixed-method approach was employed, which included Focus Groups as a tool, as well as surveys conducted with a representative sample of consumers in the Central District. The research identified the most effective communication channels and target audience preferences, in addition to analyzing current trends in positioning strategies for restaurants with distinctive offerings. The findings highlight the importance of implementing a solid communications plan that integrates the use of social media, organic and paid content strategies, collaborations with content creators, digital presence optimization, and experiential campaigns that showcase The Hub's cultural and gastronomic essence. This approach aims not only to increase the restaurant’s visibility but also to establish it as an iconic space for jazz lovers and healthy eating enthusiasts in Tegucigalpa. The final proposal underscores the need to emotionally connect with the audience, positioning The Hub as a unique reference in the gastronomic sector, capable of positively impacting the cultural offering and lifestyle of the community.
Keywords
The Hub, Jazz, Comunicación Estratégica, Posicionamiento, Restaurante Temático, Tegucigalpa