ATALLPA ofrece a sus clientes una experiencia gastronómica saludable con diversidad de sabores peruanos, hechos en base de insumos peruanos acompañados de ensaladas frescas y nutritivas y tubérculos cocidos, pensando siempre en el cuidado la salud. La propuesta va dirigida a personas entre 18 a 55 años de NSE A y B, personas deportistas con hábitos alimenticios saludables y personas que cuidan su salud, con pocas opciones para degustar este plato tradicional y exquisito que optan por el consumo de alternativos como comidas naturistas o preparar sus propios alimentos. ATALLPA cuenta con un mercado nicho de clientes potenciales para lograr un crecimiento de ventas de 3% anual apoyado por el crecimiento del sector de pollo a la brasa que es el plato típico más consumido por los peruanos. Debido a la oportunidad de crecimiento del consumo de este plato, el crecimiento de estilo de vida saludable y la pandemia actual que atraviesa el país; las personas cuidan lo que consumen. Asimismo, las personas valoran más la calidad del producto y los altos estándares de atención respecto al cuidado de la salud por el temor a contraer el nuevo coronavirus COVID – 19. Se planifica poner en marcha el proyecto ATALLPA con una inversión de S/ 89,340.00, los cuales generan un retorno de rentabilidad financiera expresado en Valor Actual Neto de S/ 163, 695.00 y la inversión total se recupera en 1.8 años. / ATALLPA offers to its customers a healthy gastronomic experience with a diversity of Peruvian flavors, made from Peruvian inputs accompanied by fresh and nutritious salads and cooked tubers, always thinking about health care. The proposal is aimed at people between 18 and 55 years of age from NSE A and B, sportspeople with healthy eating habits and people who take care of their health, with few options for tasting this traditional and exquisite dish who opt for the consumption of alternatives such as naturist meals or preparing their own food. ATALLPA has a niche market of potential customers to achieve a sales growth of 3% per year supported by the growth of the grilled chicken sector which is the typical dish most consumed by Peruvians. Seeing the opportunity for growth in the consumption of this dish, and considering the growth of healthy lifestyle; and in turn by the pandemic that we are going through, people worry about what they consume, valuing more the quality of the product and the high standards of care regarding health care for fear of contracting the new coronavirus COVID-19. The ATALLPA project is planned to be executed with an investment of S/ 89,340.00, which will generate a return of financial profitability expressed in Net Present Value of S/ 163,695.00 and the total investment will be recovered in 1.8 years. / Trabajo de investigación

El presente plan de negocios presenta a Healthy Dinner, quien brinda el servicio de atención y entrega de cena saludable a través de nuestra página web y delivery. Es decir, ofrecemos cena beneficiosa para la salud. Nuestro local, para la atención al público, estará estratégicamente ubicado en la Av. Tomas Marsano, Surquillo con el objetivo de atender a los residentes de la zona y a los trabajadores nocturnos de los distritos aledaños que pertenecen a Lima Moderna. Los cuales concentran un gran número de personas que trabajan entre las edades de 20 a 60 años y son del NSE A, B y C. Las estrategias que se aplicarán serán de rapidez en la entrega del producto, información nutricional disponible en la página web por cada producto y la interacción virtual a través de la página web y redes sociales. La Evaluación Financiera estima una inversión requerida para la implementación del presente Plan de Negocios, por un monto de S/70 717, los cuales estarán compuestos por un 54.7% de Financiamiento de terceros y un 45.3% de aportes de los accionistas. La evaluación del proyecto en un horizonte de 3 años, con una tasa WACC de 17.13%, arroja S/. 53,662 como Valor Actual Neto y una Tasa Interna de Retorno de 47.16%, cumpliendo con lo exigido por los accionistas y además creando valor. Podemos concluir que el proyecto es viable y sostenible en el tiempo por lo que para los inversionistas representaría una oportunidad a tomar en cuenta. / This business plan presents Healthy Dinner, which provides the service of care and delivery of healthy dinner through our website and delivery. That is, we offer beneficial dinner for health. Our premises, for customer service, will be strategically located on AV. Tomas Marsano, Surquillo with the aim of attending to the residents of the area and night workers in the surrounding districts that belong to Modern Lima. They concentrate a large number of people who work between the ages of 20 to 60 and are from the NSE A, B and C. The strategies that will be applied will be to quickly deliver the product, nutritional information available on the website by each product and virtual interaction through the website and social networks. The Financial Evaluation estimates an investment required for the implementation of this Business Plan, in the amount of S/70,717, which will be made up of 54.7% Third Party Financing and 45.3% shareholder contributions. The evaluation of the project in a horizon of 3 years, with a WACC rate of 17.13%, shows S /. 71 115 as Net Present Value and an Internal Rate of Return of 81.93%, complying with the requirements of the shareholders and also creating value. We can conclude that the project is viable and sustainable over time, so for investors it would represent an opportunity to consider. / Trabajo de investigación

La presente tesis desarrolla un proyecto de renovación para un mercado improvisado con más de 80 años de antigüedad, ubicado en el casco histórico de la ciudad de Cajamarca, este edificio hasta la fecha presenta franco deterioro en la infraestructura urbana y arquitectónica, perjudicando la seguridad de los pobladores, sin embargo, estos factores no han detenido esta actividad, por el contrario, aún se mantienen vigentes y en constante crecimiento. Como punto de partida, se explica la tipología novoandina, y como logra fusionar la cultura, gastronomía e identidad de una ciudad en un solo espacio. Asimismo, describe los aspectos institucionales encargados, que facilitarían la viabilidad de este proyecto. Se estudia la determinación del lugar justificando el funcionamiento de los mercados de abasto ubicados en toda la ciudad. Se plantea al mercado como difusor de cultura, identidad y turismo. De ese modo la historia tambien entra a tallar en la investigación y como cada factor de diseño fue mejorando progresivamente la tipología de este edificio. En cierta medida se ahonda en el marco conceptual y énfasis (arquitectura flexible), en proyectos referenciales, respecto a aspectos formales, funcionales, tecnológicos y geográficos; y como son usados para el diseño. ​ A continuación, el programa arquitectónico resume características del usuario local y se ejemplifica el programa arquitectónico a través de características espaciales y proyectos referenciales. Por último, el estudio del lugar permite conocer detalles puntuales del proyecto y así tener criterios de diseño finales, para el desarrollo del edificio. / This thesis develops a renovation project for an improvised market with more than 80 years old, located in the historic center of the city of Cajamarca, this building to date shows frank deterioration in urban and architectural infrastructure, damaging the security of however, these factors have not stopped this activity, on the contrary, they are still in force and constantly growing. As a starting point, the Novoandina typology is explained, and how it manages to fuse the culture, gastronomy and identity of a city in a single space. It also describes the institutional aspects in charge, which would facilitate the viability of this project. The determination of the place is justified by justifying the operation of all the supply markets located throughout the city of Cajamarca. It is proposed to the market as a diffuser of culture, identity and tourism. In this way the story also enters into the investigation and how each design factor progressively improved the typology of this building. To some extent it delves into the conceptual framework and emphasis (flexible architecture), in referential projects, regarding formal, functional, technological and geographical aspects; and how they are used for design. ​ Next, the architectural program summarizes characteristics of the local user and the architectural program is exemplified through spatial characteristics and referential projects. Finally, the study of the place allows to know specific details of the project and thus have final design criteria for the development of the building. / Trabajo de suficiencia profesional

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The general aim of this thesis is to use foodwork and cooking in Sweden as a way to better understand theoretical questions about men and masculinities. Paper I discusses how an increased public interest in elaborate cooking and gastronomy in Sweden, a country with a cultural idealization of gender equality, could explain why men in Sweden assume responsibilities for domestic cooking without feeling emasculated. Papers II, III and IV draw on interviews with 31 men from 22 to 88 years of age and with different levels of interest in food. Paper II shows how domestic foodwork and cooking are associated with ideas of Swedish progress in terms of gender equality and culinary skills. Paper III demonstrates further that domestic cooking is not only a responsibility which men assume, but also a way of being sociable with friends, partners and children. Thus, both papers II and III challenge the idea that men only cook at home if they enjoy it. The data rather indicate that domestic foodwork responsibilities are a cultural expectation of men in Sweden, ingrained in desirable masculine practices. Paper IV explores men’s responses to media representations of food. The interviewed men responded to these representations with indifference, pragmatism, irony, and at times even hostility. In general, the responses are based on gender and age-differentiated taste distinctions and notions of masculine and culinary excess. Paper V uses a mix of texts (81 online texts and two magazines) and observations from the food fairs GastroNord (2014 and 2016), Mitt kök-mässan (2014) and the chef competition Bocuse d’Or Europe (2014) complemented with pictures and videos. I argue that a Swedish culinary community that promotes Swedish culinary excellence is constructed by drawing on preestablished national (self-)images. This culinary community is constructed as open and tolerant, with ethical concerns for the environment and for nonhuman animals. Its culinary icons are represented by chefs in whites and the leading restaurants. In sum, this dissertation provides empirical and theoretical contributions to both food studies and gender studies that critically scrutinize men and masculinities. Food-issues are permeated by gender, both in people’s everyday life and in the gastronomic elite.

The thesis deals with the Czech food blogosphere and its development. It describes food studies and theoretical disciplines which had participated on the development. It presents current trends of online gastronomy. It defines blogs with the short note of the Web 2.0, describes their history. Also mentions the authors of the blogs as online influencers who might influence own readers and their opinions. It is followed by the history of foreign and Czech food blogs with their main representatives. Commercial possibility of blog and professionalism of bloggers is also mentioned. Part of the thesis presents the external and internal motivations to write blog. Shortly, the thesis describes the critism of food blogs and also the plagiarism issues. The thesis presents the future of blogging as well. The conducted qualitative research is based on six semi-structured interviews with food bloggers and deals with their opinions of the Czech food blogosphere and creating and maintaining the blogs. It researches their motivation to write and tries to find out the positive and negative aspect of blogging and presumed development of Czech food blogs.

Restaurants are a common form of an entrepreneurial activity, which gives work to thousands of people and which is a choice of many beginning entrepreneurs every year. However, very little attention is paid to this field of business. This work is a reaction to this situation and provides guidelines for compilation of a business plan and describes its specifics in catering. The first part deals with theoretical basis for entrepreneurship in this field, especially running the restaurant and hospitality trends. It is followed by description of general steps of business plan preparation. The second part focuses on practical aspects and provides a reader with a sample business plan of a restaurant with its typical structure and content. It contains description of the business, analyses of the situation in the market; it offers a marketing strategy in a marketing plan and a schedule of activities in an operational plan. It also outline human resource plan and risk analysis. Finally, a financial plan put all of the suggested together and evaluates the entrepreneurial idea from a point of view of money. The thesis discusses broad variety of aspects of foundations of a restaurant and provides the starting entrepreneurs with plenty of recommendations and guidelines how to succeed.

Diploma thesis is on researching new marketing concepts in food services offer, especially restaurants. Aim of the thesis is to gain more detailed information from the field of marketing of food services, analysis of the new concepts and examination of hypothesis of the survey research. The thesis is divided into four chapters. To the forefront of interest are brought above all innovative and experiential marketing approaches, which are introduced in the first chapter. There is also mentioned theory of marketing management and characteristics of services marketing. In the second chapter the thesis focuses on tourism services marketing. In the third chapter are analyzed marketing concepts of restaurant businesses in the Czech Republic and foreign countries. Next, fourth chapter includes analysis of results of the survey that was carried out online. Goal of this research, that was carried out for purposes of this thesis, is to find out how many interviewees have ever been, either in the Czech Republic or in any foreign country, in experiential restaurant and what in particular evoked the experience. The next part of this chapter features two interviews with professionals from the field of tourism and food services.