Regional gastronomy generates income for the location in which it is located and promotes regional development, however, like every food service sector, it needs to constantly reinvent itself. This work aims to analyze the challenges and market strategies adopted by the owners of a regional cuisine restaurant to remain competitive in the regional gastronomy sector in the city of Manaus. This is an exploratory and descriptive research and a case study. Primary data were collected through interviews with restaurant owners and through observation. For secondary data, bibliographical and documentary sources were used to support the analysis carried out. The data were analyzed in light of Porter's Five Forces. The results indicate that: the price of the product (regional meal) is a determining factor for the continuity of business in the market; even if there is variation in the supply of inputs by suppliers during seasonal periods (period of ebb and flow of the Amazon rivers), the restaurant maintains balanced prices throughout the year; Due to the challenges of intense competition in the market, the company invests in mapping the customer profile, which is divided into Manaus residents, national tourists and foreign tourists. All of this denotes the restaurant owners’ ability to identify and understand the trends, opportunities and challenges that affect the gastronomy market. This work is justified by contributing to the dissemination of strategic data on the local gastronomic market for academic and market audiences, considering the scarcity of scientific publications or information on this segment in Manaus.
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