PECULIARITIES OF COMMUNICATIONS IN THE MARKETING OF SMALL ENTERPRISES IN RESTAURANT BUSINESS

Abstract

The article investigates the peculiarities of communications in the marketing of small enterprises in restaurant business which influence the choice of marketing instruments and communication technologies. It generalizes and comments on trends of marketing activities for small business according to John Yunch approach stating that the creation of an effective marketing budget requires a deep immersion into the sales funnel, a change in approaches to its understanding, integration of marketing with sales, communicational preparation of the consumer to buy. Emphasis is placed on the expediency of small enterprises in the restaurant business to use local marketing tools, which is aimed at effective communication with the target audience in a certain "ideal" place. It is established that restaurants owners should form their competitive strategies and communication campaigns taking into account the preferences, needs and advantages of new generations of consumers. It is concluded that a small business that partially or completely runs its business online should have a digital marketing strategy. New communication tools as well as low-budget technologies of marketing communications are considered. Perspective directions of improvement of marketing communication policy of small enterprises of restaurant business are determined.The following should be noted as promising areas for improving the marketing communication policy of small enterprises in the restaurant market: the use of digital marketing tools and the development of digital marketing strategy; integrated application of low-budget funds and traditional technologies of marketing communications; creation of a platform for service (ordering and delivery) of local restaurants; development and promotion of new proposals with an emphasis on combined, group, special orders; use of "guerrilla marketing" tools; orientation of communications to emphasize the hygiene and safety of customers; introduction of augmented reality technologies in communication; PR-companies of social responsibility of small business in local markets.