This presentation aims to understand the importance that the quality of Joaquina s restaurant service had during the crisis period the country underwent, focusing on the city of Rio de Janeiro, that faces daily problems related to violence that reflected on the city s population S expenditure habits. It becomes necessary to understand the weight that the service of a place has on the consumer s decision, understanding the concepts of service marketing and experience marketing, and the reason why Joaquina has not suffered big negative consequences in the past few years of economic instability.