Abstract
The aim of the publication is to present an effective methodology for building a restaurant business development program using the SWOT method and then, as part of empirical research, to practically apply this method. The genesis of the article was the task set for a team of marketing specialists to develop a development program for a specific restaurant in Krakow. The restaurant, which had great location potential, a high-standard building, a beautiful large plot of land, richly developed, did not achieve a satisfactory level of profit, nor was it popular despite being located in a wealthy district.
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