Digitalization of Marketing Strategies in the Restaurant Business: From Online Booking to Personalized Offers

Methods. Using the methods of analysis and synthesis, a detailed analysis of literary sources, scientific articles and practical cases related to marketing communications in the hospitality sector was carried out. The results obtained were synthesized to form a generalized picture of the state of personalization in the industry. The grouping method was used to systematize marketing communications personalization tools by types of communication channels (CRM systems, mobile applications, loyalty programs, etc.). The study was carried out using a systems approach, which allowed us to consider personalized marketing communications as a complex process that includes data collection, customer segmentation, creation of personalized offers and their implementation through various communication channels. Results. It is proven that thanks to the rapid development of digital technologies, the hotel and restaurant industry is introducing innovations such as online booking, mobile applications, automation of service processes, as well as personalized services, which allows to increase the level of customer satisfaction and loyalty. A detailed study of personalized marketing communications tools in the hotel and restaurant business has been carried out. It has been proven that personalized marketing communications are a powerful tool for increasing customer engagement and increasing sales, allowing to create an individual experience for each client, which helps strengthen the brand, increase its competitiveness and long-term consumer loyalty. Novelty. The author's definition of the essence of personalized marketing communications in the hotel and restaurant business is proposed as the process of creating individual marketing messages and offers for specific customers or audience segments based on their preferences, behavior, previous purchases and other collected information. Also, the novelty lies in the development of the author's methodology for personalizing marketing communications, which includes a comprehensive approach to data collection, segmentation, analysis and implementation of personalized offers. The proposed methodology allows you to increase the competitiveness of hotel and restaurant businesses. The practical value of the study lies in the possibility of using the developed methodology by enterprises of the hotel and restaurant business to increase the level of customer loyalty, increase revenues and improve reputation in the market. The methodology can be adapted for different market segments and business scales, which makes it universal for use in modern competition.

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.