This research article presents the analysis of strategies for positioning a gastronomic brand. Based on the interviews conducted to restaurant owners, participant observations and the semantic analysis performed to advertising pieces of the restaurants in Provenza neighborhood in Medellin (Colombia), it is evident that the positioning of these gastronomic brands lays on an element that takes part of the preparation of a dish or its respective culture. For this, these restaurants keep in mind their value promises in order to develop a visual corporate and experiential identity. Similarly, it was found that the current positioning of these brands on the market is based on communication tactics through their social networks. These are directed to a target that has been born surrounded by the growth of globalization as a cultural phenomenon; that generates affinity and reliability on these new social media. These restaurants also perceive traditional social mass media as inefficient channels, in terms of their return on investment.