Elements of marketing communications of restaurant enterprises

Abstract

The paper is devoted to the adaptation of marketing communication tools in accordance with the needs of domestic restaurants. The study identifies the features of the formation and promotion of a restaurant product, which is a combination of products and services. Detailing of the functional components of the restaurant industry product allowed for a qualitative adaptation of marketing communications in on-line and off-line formats. It is established that the main functions of the restaurant product are consumer, economic, socio-cultural and aesthetic. The study details the functional components of the restaurant product, which allows for a better understanding of the essence of the activity of restaurant establishments. Thus, the use of marketing communication tools should be aimed at informing customers about these features and competitive advantages, convincing consumers of the quality of food and services, motivating the target audience to visit the institution and turning visitors into regular customers of the restaurant. The essence and examples of the use of such basic tools of marketing communications as advertising, sales promotion, public relations, personal sales and direct marketing. Endogenous and exogenous factors that have a significant impact on the choice and implementation of marketing communications are identified. The formation and implementation of a complex of marketing communications at domestic restaurant enterprises is designed to inform existing and potential customers about the establishment's activities, interesting events and promotional offers, to form positive public opinion and a loyal audience, and to motivate consumers to visit the establishment.