MARKETING INNOVATIONS IN THE RESTAURANT BUSINESS
Abstract
The purpose of the article is to analyse the current trends and technologies that are being integrated into the restaurant business in order to attract customers, increase their activity and loyalty, and strengthen competitive positions in the market. Modern aspects of the implementation of marketing innovations in the restaurant business are studied in the article. The authors emphasise the relevance of the research topic, which is related to the dynamic development of the hospitality industry, changes in consumer preferences and food consumption format, the impact of global technological trends, and the widespread introduction of digital technologies such as mobile applications, QR menus, delivery through various platforms, etc. The article considers modern approaches and trends that contribute to increasing the competitiveness of restaurant business establishments, improving the quality of service, attracting new customers and forming a high level of loyalty among regular visitors. Successful examples of marketing innovations and their impact on the restaurant business are highlighted. Modern trends, such as the personalised approach to customers, the use of digital platforms, the introduction of gamification elements, the use of mobile applications, artificial intelligence, chatbots for customer interaction and study of consumer behaviour, and interactive marketing (AR/VR for menu browsing or virtual tours) are analysed. Particular attention is paid to the role of social media (Instagram, TikTok, Facebook) in promoting restaurant establishments. Modern content marketing tools, including viral content creation and cooperation with bloggers and influencers, are discussed in detail to build a restaurant brand. In addition, the importance of loyalty programmes and innovative customer experience is highlighted. The article also analyses the environmental and social aspects that influence marketing campaigns. This includes the trend towards sustainable development, the use of local and organic products, the promotion of the "Eco-Friendly" environmental initiative and the "farm-to-table" concept, and the emphasis on social responsibility. The research findings show that adaptation to modern market needs, integration of the latest technologies and an innovative approach to marketing management are key success factors in the restaurant business. The research topic reveals new opportunities for the restaurant business to optimise marketing costs and create unique competitive advantages.
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