The research objective is to determine the influence of marketing in the food and beverage enterprises of Zone 3, formed by the Provinces of Chimborazo, Tungurahua, Cotopaxi, and Pastaza, and to identify if these establishments use marketing strategies to ensure continuity, sustainability, and profitability of the entrepreneurs The informative survey and information systematization was carried out through the use of primary sources, that is, the use of a survey applied to Gastronomic establishments in zone 3, as well as secondary sources, bibliographic review and indicators from official sources, the technique used is the quantitative one through which the generalization of the results to an entire universe is sought from the sample within the margin of error of 5%. According to the National Agency for Health Regulation, Control, and Surveillance ARCSA in zone 3 there are 4395 restaurants and cafeterias of which 70% do not apply marketing as a tool to satisfy the client, which means that the enterprises in the area gastronomy decline in the short time, these establishments do not apply it because 28% do not know the objectives the utility and the benefits of marketing in the gastronomic establishments. The lack of knowledge of marketing means that entrepreneurs do not use it as a fundamental tool that must be directly linked to the gastronomic area, since currently what is sought is to convert the moment of consumption into a memorable experience that exceeds the client's expectations, becoming an important tool both to achieve satisfaction as well as customer loyalty.

Competitiveness, Entrepreneurs, Strategy, Loyalty, Gastronomy, Innovation, Marketing Digital, Marketing Experience, Customer Satisfaction