The COVID-19 pandemic has led restaurants in Puebla City to reduce the flow of customers. This is why it is essential to implement the new hygiene and health provisions following the Protocol for the preventive measures against COVID-19...
moreThe COVID-19 pandemic has led restaurants in Puebla City to reduce the flow of customers. This is why it is essential to implement the new hygiene and health provisions following the Protocol for the preventive measures against COVID-19 in restaurants as proposed by the Ministry of Civil Protection and Integral Risk Management of Puebla as well as CANIRAC’s COVID-19 "Safe Table" Prevention Protocol. The use of gastronomic marketing strategies is consolidated as the appropriate means to attract Generation Z clients who are looking for safer, innovative, healthy and low-environmental impact experiences that provides value for what they pay, while using virtual tools that adapt to their needs and tastes. Based on the aforementioned, a cross-sectional and non-experimental study was carried out, and an online questionnaire of 20 items was distributed via social networks among 616 participants belonging to Generation Z. This paper focuses on generating gastronomic marketing strategies for safer consumption in Puebla restaurants that have adopted the new normal. Results obtained revealed that this segment are willing to eat in restaurants as long as they have safety and hygiene measures proposed by the corresponding authorities, in addition to meeting their expectations and demands.