Choripán express: diseño de un modelo de negocio gastronómico generador de valor orientado a mejorar la experiencia del cliente mediante la optimización de tiempos de atención en Bogotá D.C.

Abstract

The Colombian food service sector has experienced sustained growth in recent years, driven by changing consumer habits, urbanization, and the increasing demand for food services adapted to fast-paced lifestyles. In cities such as Bogotá D.C., where a significant proportion of the population combines academic and professional activities with limited time available for meals, opportunities arise for business models capable of integrating rapid service, operational efficiency, and a differentiated value proposition. The purpose of this research was to design a value-generating business model for the entrepreneurial initiative Choripán Express, based on optimizing service times and improving customer experience in Bogotá D.C. A mixed-method, descriptive and proposal-oriented research design was implemented through three stages: a market study based on surveys applied to thirty potential consumers located in the Calle 72–Carrera Novena business district; a benchmarking analysis of specialized choripán establishments operating in Bogotá; and the design and validation of a business model supported by operational, strategic and financial analyses. The findings revealed that students, office employees and workers primarily value rapid service, product quality and competitive prices when choosing food alternatives during their daily routines. Based on these findings, a specialized business model was designed, focused on only two choripán varieties (baguette bread and Arabic-style bread) supported by a single strategic sausage supplier, standardized operational processes and a self-service toppings bar that minimizes preparation time while improving customer experience. Finally, benchmarking results and a five-year financial projection demonstrated that the proposed model presents favorable conditions for long-term sustainability through an optimized cost structure, rapid investment recovery and positive cash flows. The study concludes that the innovation lies not in the product itself but in the business model, which integrates value creation, operational efficiency and customer experience as strategic factors for achieving competitive advantage in Bogotá's urban food service market.