MARKETING COMMUNICATIONS MODEL IN THE RESTAURANT BUSINESS

Abstract

The article examines contemporary trends in the development of marketing communications in the restaurant business under conditions of digital transformation and identifies the main factors influencing their effectiveness. Particular attention is paid to the analysis of common mistakes that reduce the effectiveness of communication activities, including the absence of a clear strategy, low-quality content, insufficient integration of technological solutions, limited use of analytics, and organizational issues. Based on a systematic analysis of recent studies in the field of marketing communications, the article reveals the essence of marketing communications, their role in creating competitive advantages for enterprises, enhancing customer satisfaction, and ensuring customer loyalty. Particular attention in the study is devoted to the personalization of marketing communications as a key factor in enhancing the effectiveness of interaction between restaurant enterprises and customers in the digital environment. It is substantiated that the use of data on consumer behavior, order history, visit frequency, and responses to communication messages enables the development of individualized offers that demonstrate significantly higher conversion rates compared to mass communication approaches. The article proposes a model of effective marketing communications, which includes a cyclical process of organizing communication activities: market and target audience analysis, formulation of strategic goals and KPIs, development of a content strategy, implementation of technological solutions, integration of communication channels, launch of communication campaigns, analysis of results, and strategy adaptation. The central element of the model is the customer, their needs, and preferences, which ensures personalized, contextually valuable, and prompt interaction with the audience, as well as contributes to the increased efficiency of marketing resources. The implementation of the proposed model allows for improving the effectiveness of digital marketing communications, strengthening customer loyalty, increasing brand awareness, and enhancing the financial performance of restaurant businesses. The article may be useful for practitioners and researchers in the field of marketing and restaurant management, and it also contributes to the development of theoretical approaches to organizing digital communications in the hospitality sector and improving customer interaction tools in the modern digital environment.