НАПРЯМИ ОНОВЛЕННЯ ІНСТРУМЕНТІВ МАРКЕТИНГУ РЕСТОРАННИХ ЗАКЛАДІВ З УРАХУВАННЯМ СВІТОВИХ ТА НАЦІОНАЛЬНИХ ТЕНДЕНЦІЙ РОЗВИТКУ

Abstract

The influence of macroeconomic factors such as war, labor shortages, inflation, rising energy prices and shortages, and work schedule restrictions, coupled with high competition in the restaurant market, declining revenues due to customer redistribution, and the need to follow global gastronomic trends, present challenges for all market participants. These factors require them to quickly adapt their marketing tools to changes in the marketing environment. The purpose of this article is to explore the features of restaurant marketing in terms of developing its tools and technologies in line with current market trends and the development tendencies of the national and global restaurant business. The object of the study is the marketing activities and tools used by restaurant establishments. Methods employed in the research include desk analysis and case study methods, as well as methods of analysis, synthesis, logical generalization, and the generalization of national and global experiences. The research hypothesis suggests that domestic restaurant establishments must update their marketing tools due to the significant impact of global trends in gastronomy, technology, and consumer behavior on the Ukrainian restaurant market. Main Content. The marketing activities of restaurant establishments are aimed at creating unique offerings, expanding the formats of establishments, enhancing the prestige of personnel, and developing customer experience. Special attention is given to branding, the role of the chef, new formats of establishments, and their concepts, which define competitiveness and demonstrate the potential for meeting the growing needs of modern consumers. The authors analyze the impact of marketing strategies on customer retention, emphasizing the importance of focusing on consumer value and maintaining continuous feedback with clients. The article also highlights that modern restaurateurs must adapt to digital marketing tools, social and ethical marketing, and new concepts that form a unique restaurant product. The authors note the integration of the Ukrainian restaurant market with global gastronomic trends, while stressing the importance of considering national peculiarities. Popular concepts, such as eco-responsibility, healthy eating, plant-based food, local and organic products, new customer interaction methods, innovative service formats, and others, are discussed. Originality and Practical Significance of the Study. Through a detailed analysis of current trends and the specifics of restaurant marketing, the article offers practical recommendations for restaurateurs on adapting marketing tools to a changing market environment. Conclusions and further research.. The marketing activities of restaurant establishments should focus on social-ethical and partnership concepts, which will help build long-term, mutually beneficial relationships with customers and partners, foster trust-based loyalty, and ensure stable growth in the post-war period. Given changes in consumer preferences, the importance of sustainable development, and social responsibility, it is advisable for restaurants to adapt their strategies to meet new customer expectations. The development of innovative marketing strategies and the implementation of new marketing tools are critical for building long-term relationships between restaurant establishments and their clients and partners in a rapidly changing market environment, high competition, and social uncertainty. The findings of this study may serve as a basis for future academic developments in marketing and management practices in the restaurant business.