The location of an SME is a crucial factor that can determine its ability to stand out in the market; for restaurants, it becomes one of the most important aspects for success. This study employs the TOPSIS Multicriteria Model to identify the optimal location for a restaurant within a shopping center. The methodology used is quantitative in nature and focuses on analyzing seven existing shopping centers in the community of Ciudad Juárez. A multicriteria approach was adopted, evaluating 30 relevant aspects for choosing the location. Mahalanobis and Minkowski similarity functions were applied for the analysis, along with Dummy variables and a Sankey diagram to visualize competitive strategies. Additionally, market segmentation was conducted using the Kriging method, integrating geographic and demographic factors. The study results highlight the importance of location, identifying Plaza Juárez Mall as the best option. In conclusion, this study demonstrates the effectiveness of multicriteria techniques for data driven decision making.