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A presente dissertação, realizada no âmbito do Mestrado em Gestão Hoteleira, tem
como objetivo analisar a aplicação de ferramentas de gestão estratégica e operacional no
setor da alimentação e bebidas, com enfoque particular no grupo de restaurantes liderado
pelo Chef Júlio Pereira, localizado na cidade do Funchal, na Ilha da Madeira. Este grupo
distingue-se no mercado regional pela sua abordagem inovadora e pela elevada qualidade da
experiência gastronómica proporcionada.
Através de uma metodologia qualitativa, foi realizado um estudo de caso recorrendo
a três fontes: uma entrevista ao Chef Júlio Pereira, análise das reviews de clientes na
plataforma TripAdvisor, com o apoio da ferramenta de Inteligência Artificial (IA), Julius, e
análise das demonstrações financeiras da empresa JLP Food, Unipessoal Lda. No final, os
dados foram todos triangulados e procurou-se compreender de que forma as ferramentas de
gestão estratégica e operacional contribuem para a sustentabilidade e crescimento destes
estabelecimentos.
Os resultados evidenciam a adoção de práticas de liderança transformacional e de
valorização do capital humano, com enfoque na criatividade e inovação, na formação
contínua e na construção de uma cultura organizacional centrada nas pessoas. A conjugação
entre tradição e inovação, bem como a utilização de produtos regionais e tecnologia de ponta,
demonstram uma orientação estratégica para a diferenciação e para a criação de valor na
experiência do cliente. No plano financeiro, verifica-se que, ao contrário da tendência do
setor, o grupo tem margem para privilegiar estratégias de crescimento económico em vez de
uma contenção de custos.
Conclui-se que o caso do Chef Júlio Pereira constitui um exemplo relevante de como
a gestão estratégica e operacional, aliada à inovação e liderança eficaz, pode ser determinante
para o sucesso e posicionamento sustentável de restaurantes de gastronomia contemporânea,
oferecendo aprendizagens valiosas para outros negócios do setor.
This thesis, carried out as part of a master’s degree in Hotel Management, aims to analyze the application of strategic and operational management tools in the food and beverage sector, with a particular focus on the group of restaurants led by Chef Júlio Pereira, located in the city of Funchal, on the Madeira Island. This group stands out in the regional market for its innovative approach and the high quality of the gastronomic experience it provides. Using a qualitative methodology, a case study was conducted using three sources: an interview with Chef Júlio Pereira, analysis of customer reviews on the TripAdvisor platform, with the support of the Artificial Intelligence (AI) tool, Julius, and analysis of the financial statements of the company JLP Food, Unipessoal Lda. In the end, all the data was triangulated to understand how strategic and operational management tools contribute to the sustainability and growth of these establishments. The results highlight the adoption of transformational leadership practices and the valuing of human capital, with a focus on creativity and innovation, continuous training, and the building of a people-centred organizational culture. The combination of tradition and innovation, as well as the use of regional products and cutting-edge technology, demonstrate a strategic orientation towards differentiation and value creation in the customer experience. On the financial point, contrary to the trend in the sector, the group has room to prioritize economic growth strategies rather than cost containment. It can be concluded that the case of Chef Júlio Pereira is a relevant example of how strategic and operational management, combined with innovation and effective leadership, can be decisive for the success and sustainable positioning of contemporary gastronomy restaurants, offering valuable lessons for other businesses in the sector.
This thesis, carried out as part of a master’s degree in Hotel Management, aims to analyze the application of strategic and operational management tools in the food and beverage sector, with a particular focus on the group of restaurants led by Chef Júlio Pereira, located in the city of Funchal, on the Madeira Island. This group stands out in the regional market for its innovative approach and the high quality of the gastronomic experience it provides. Using a qualitative methodology, a case study was conducted using three sources: an interview with Chef Júlio Pereira, analysis of customer reviews on the TripAdvisor platform, with the support of the Artificial Intelligence (AI) tool, Julius, and analysis of the financial statements of the company JLP Food, Unipessoal Lda. In the end, all the data was triangulated to understand how strategic and operational management tools contribute to the sustainability and growth of these establishments. The results highlight the adoption of transformational leadership practices and the valuing of human capital, with a focus on creativity and innovation, continuous training, and the building of a people-centred organizational culture. The combination of tradition and innovation, as well as the use of regional products and cutting-edge technology, demonstrate a strategic orientation towards differentiation and value creation in the customer experience. On the financial point, contrary to the trend in the sector, the group has room to prioritize economic growth strategies rather than cost containment. It can be concluded that the case of Chef Júlio Pereira is a relevant example of how strategic and operational management, combined with innovation and effective leadership, can be decisive for the success and sustainable positioning of contemporary gastronomy restaurants, offering valuable lessons for other businesses in the sector.
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Gestão estratégica e operacional Inovação Competitividade Gastronomia contemporânea Revenue management Strategic and operational management Innovation Competitiveness Contemporary gastronomy Gestão Hoteleira . Escola Superior de Tecnologias e Gestão