The growth of a family-run restaurant in Madrid through entrepreneurial innovation

Abstract

Restaurante Manolo was founded in 1934 in Madrid as a family business. For almost a century, four generations of the family have been working there. They have gone through different crises and adapted to the context by creating a new business model. The main objective of this chapter is to study the survival of this restaurant over almost a century through its corporate entrepreneurship actions. Some of the internal corporate entrepreneurial decisions were adopted due to the opportunities arising from the growth of gastronomic tourism in the capital of Spain. However, this business also faced some barriers like the COVID-19 pandemic, which affected this restaurant’s decisions regarding organisation, pricing strategies, and business model. In this case study, the authors describe the process of developing corporate entrepreneurship actions and their concretion in terms of the company’s digitalisation and the digital marketing and human resource management strategies developed by the managers to achieve high satisfaction among their customers and employees. Finally, the main achievements and the lessons learned from these actions are also explained.