Vol. 35 (2025): Volumen 35
Artículos de Investigación

The use of digital platforms and profitability perception in companies of the restaurant sector in Jalisco, Mexico (2019-2022)

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  • Alfonso Navarro Benavides,
  • Ricardo Arechavala Vargas
Alfonso Navarro Benavides
Universidad de Guadalajara, ITESO
DOI: https://doi.org/10.15174/au.2025.4361

Published 2025-12-10

How to Cite

Navarro Benavides, A., & Arechavala Vargas, R. (2025). The use of digital platforms and profitability perception in companies of the restaurant sector in Jalisco, Mexico (2019-2022). Acta Universitaria, 35, 1–17. https://doi.org/10.15174/au.2025.4361

Copyright (c) 2025 Alfonso Navarro Benavides, Ricardo Arechavala Vargas

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Abstract

This research identifies variables influencing profitability in restaurants using digital platforms (e.g., Uber Eats, Didi, Rappi, and others) in the state of Jalisco, Mexico. The source of the data is the Restaurant Survey on the Use of Digital Platforms (2019-2022) prepared by the Institute of Statistical and Geographic Information, which examines the covid-19 crisis. It was modeled through the functions Logit and Probit, in which the dependent variable represents the perception of increased profitability. This approach made it possible to identify the main variables that directly influence this outcome. The main findings suggest that it is more likely to increase profitability in restaurants that use digital platforms when a significant proportion of their revenue comes from sales through these platforms and from rising prices.

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