The present research work consisted of analyzing the socioeconomic impact caused by the current health emergency caused by Covid-19 on the fast food business sector of the city of Barrancabermeja, based on the use of PESTEL and Porter strategic planning instruments, focused on the collection, characterization and analysis of information. The research was born from the need to guide the fast food business sector, within the framework of proposing improvement actions aimed at facilitating economic reactivation and empowering business strengthening. To achieve the established purpose, the business sector was studied first from the application of the UNIPAZ 2019 survey, then it was diagnosed from the application of the strategic planning instruments those external and internal factors, which currently affect the business development of fast food restaurants in Barrancabermeja, subsequently a comparative analysis was carried out between the results of the present investigation with the results of the UNIPAZ 2019 investigation, and finally, improvement actions with a greater capacity for average favorability were defined. Thanks to the development of the research, it was possible to identify that the area that most negatively and positively affects the business sector is the economic and technological areas, respectively. At a general level, the Covid-19 pandemic proved to have generated over 42.85% of damage, compared to the 2014 oil crisis. Of the 20 improvement strategies, 40% have a high favorability level (opportunity, acceptability and feasibility), demonstrating its strategic capacity to promote economic reactivation and business strengthening of the fast food business sector of the Special District of Barrancabermeja (Santander).