ІНСТРУМЕНТАРІЙ ЦИФРОВОГО МАРКЕТИНГУ В СУЧАСНИХ УМОВАХ ФУНКЦІОНУВАННЯ РЕСТОРАННОГО БІЗНЕСУ

Abstract

The article is devoted to the analysis of the use of digital marketing tools in the modern conditions of the functioning of the restaurant business. The study noted that in modern conditions of competition, restaurant business enterprises, including restaurants, are forced to develop and use various technologies to attract customers. Marketing methods play a significant role here, however, conventional advertising in the media is no longer enough. To maintain competitiveness, restaurants develop original and modern methods and approaches to doing business, which are no longer possible without the use of new information technologies. The author analyzed the possibility of using digital marketing tools in domestic enterprises of the restaurant business. The article describes the most relevant areas of digital marketing for enterprises of the restaurant business in Ukraine: self-service terminals, mobile applications, social networks, e-mail, instant messengers, etc. Practical application of the considered tools in the activities of enterprises in the restaurant business provides a number of advantages for both enterprises and consumers of products and services of restaurants. The results of the study show that the use of digital marketing tools by restaurant business enterprises can speed up the process of serving a large number of consumers with a limited time margin; to bring the products and services of restaurant business enterprises closer to consumers; inform consumers about the company's traditional and new dishes and services; attract new consumers; implement a customer-oriented approach; improve the image of the restaurant business; to increase sales and profit of the enterprise. At the same time, it has been proved that the practical use of digital marketing tools by consumers of products and services of the restaurant business should provide: quick and easy access to the goods / services of the restaurant business; saving time; online booking of tables in a restaurant; comparison of prices and offers of all competitors on the market, as well as reviews of other customers about them.