With Big Data management techniques, companies can optimize their strategic business planning, by taking advantage of market and companies' data.
Big data has emerged as a powerful tool that organizations can use to leverage data-driven decision making for better strategic planning, determine which market niches of their products, are growing or shrinking, obtain traffic data of their stores or website, determining where they come from, what kind of devices they use, dwell time, and foot traffic patterns to help analyze which promotions and efforts are successfully driving their business.
In the last quarter of 2020 and in January 2021 in Panama, Honduras and El Salvador interest in fast food reported a clear rebound, contrary to the situation in Guatemala, Costa Rica and the Dominican Republic, markets where Internet searches decreased.
Through a system that monitors in real time changes in consumer interests and preferences in Central American countries, developed by CentralAmericaData, it is possible to project short and long term demand trends for the different products, services, sectors and markets operating in the region.
In Central America, nearly 13 million people search online and participate in conversations related to pizzas, with Papa John's, Pizza Hut and Domino's Pizza being some of the chains with the greatest presence in consumer interactions.
An analysis of consumer interests and preferences in Central America, prepared by the Trade Intelligence Unit of CentralAmericaData, provides interesting results on people's preferences and tastes in food and all kinds of products or services, as well as restaurant chains and activities.
Starbucks of Condado Concepción, located on the road to El Salvador, Guatemala, is a sales point that at a distance of 15 minutes by car, has a potential market of more than 150 thousand consumers, and of this group of people 43% are interested in coffee.
Using the Geomarketing solutions we have developed for our clients, CentralAmericaData's Trade Intelligence team analyzed the environment of some of the main coffee shop locations in Central America. Below is an extract of the study's findings.
In Central America, it is estimated that nearly 14 million people show an interest in fast food in the digital environment. Pizza, tacos, organic food and snacks are some of the terms that have best positioned themselves in the minds of consumers with high purchasing power.
An analysis of the interests and preferences of consumers in Central America, prepared by the Trade Intelligence Unit of CentralAmericaData, shows interesting results on the preferences and tastes of people in various foods, products, services, restaurant chains and activities.
Due to the global confinement decreed by the covid-19 outbreak, coffee shops, restaurants and tourist establishments reduced the demand for coffee, but increased Internet sales and marketing of the grain in supermarket chains.
Another change that has been reported in the context of the pandemic is the rise in the international price of the quintal of gold coffee, which for the coffee year 2019-2020 stands at $156.48, an amount that is 9% higher than that recorded for the cycle 2018-2019, when it was quoted at $143.90.
The Montblanc Shopping Center, in the Guatemalan city of Quetzaltenango, is a sales point that, at a distance of 15 minutes walking, holds a captive market of 35 thousand people who together spend $11 million, and of them, 11% show interest in Mexican food.
In CentralAmericaData we developed a geomarketing tool based on interactive maps, through which you can identify where people are and what characteristics they have as consumers. The map incorporates, for any Central American country, the variables population, income, average monthly expenditure and consumer interests. With this information it is possible to identify potential customers and define promotional strategies accordingly, or also explore home delivery times from any sales point.
So far this year, interest in fast food in Central American markets has clearly increased, with Guatemala, El Salvador and Costa Rica recording the largest increases in interactions associated with the topic.
Through a system that monitors real-time changes in the interests and preferences of consumers in Central American countries, developed by the Trade Intelligence Unit of CentralAmericaData, it is possible to project short and long-term demand trends for different products, sectors and markets operating in the region.
With the participation of 222 stands, and more than 6,000 products, the ‘Feria Alimentaria’ (Food Fair) 2011 will be taking place in Guatemala until 27 July.
Salvador Contreras, president of the fair’s organizing committee, said they expect some 12 thousand people to visit the event, which is being held at the Hotel Tikal Futura.
"The goal of this activity is to raise the profile and quality of professionals, fostering innovation and creativity in cooking practices in the Central American and Caribbean region.
The fast food chain will open its tenth restaurant in October, located in the сountry's east.
José Antonio Arriga, owner of the company, remarked they are currently looking for strategic locations to open an additional restaurant in the capital city, in no more than two years.
"They are also developing a franchising model, in order to expand further", explained Arriga to Prensalibre.com.
The Guatemalan company will open 5 new restaurants in the country in the first half of next year.
These new restaurants will be located in rural areas and will generate 100 jobs, said José Villalobos, commercial manager of the chain.
"Pollo Campero is in the midst of a global expansion process. In one month it will open a restaurant in India and is negotiating another in Saudi Arabia. It is also located in China", reported Nacion.com.
The domestic consumption of coffee in Guatemala has doubled in the last 5 years from 200,000 to 400,000 quintals.
An article by Cristina Bonillo in prensalibre.com described the growing coffee consumption market in Guatemala, noting the recent proliferation of cafes and coffee shops and analyzing the various companies involved in this sector.
Brands such as Café León, Café Barista, McCafé, El Cafetalito and &café have grown in the number of establishments and plan to continue opening shops.
Wendy's, Taco Bell and McDonald's have launched new advertisement campaigns to attract consumers.
Elperiodico.com.gt reports: "Taco Bell launched its publicity campaign called 'Who said Crisis?' and is offering its tacos and burritos at prices between 6 and 12 quetzales, while McDonald's launched its new hamburger, McChicken Guacamol Jr, at 10 quetzales and will reduce the price of its hamburgers, for example, a Big Mac will go from Q19.25 to Q12 and a McMuffin from Q12.75 to Q9, at its 68 restaurants."