In front of food establishments has always existed a problem of positioning in the market. The determining factors for this situation is the nature of the market and the essence of the institution. The restaurant is not only and not just a place to eat. The restaurant is a place for ritual events (commemoration of the defining event in the circle of friends, love, business meeting, corporate event, funeral, etc.). Therefore, in addition to menus and prices, important components in competing restaurants are: location and equipping of premises, target audience, related services, way to deliver information to the target audience. It makes dining options on the other to use the system of marketing communications. The main tool of informing consumers were advertising. But it should be noted that not all the promotional tools you need to use a single restaurant establishment. It is not always useful. Recruitment advertising tools must be implemented carefully and thoroughly.The article examines the factors that affect this choice the components of marketing communications. Among the factors we have identified the following:- belonging to a certain type of catering industry. The higher the grade of the restaurant, the richer must be consumer oriented communication program of the institution. This means that such institutions must have a unique set of channels for disseminating information to their clients;- the presence of a certain conception of the institution. The concept of the restaurant or bar is a clear vision of the typical customer, understanding his needs and preferences. This knowledge determines the decision on the nature of the institution, its field of expertise, interior and Ekster courier areas, menus, entertainment programs, mode of operation and staff clothing, and many other things – this should meet the intent, concept of operation of the institution. Advertising a restaurant or bar must also be designed in the framework of the developed style. You also need to carry out a careful selection of channels of advertising communication;- the location of the institution. This factor greatly influences the choice of type of institution and the concept of his work and promotion. If the property is in the center of the intersection of routes active pedestrian traffic, the conclusion is the is to provide fast and quality service. As soon as there is a barrier, such as second floor of the premises, then this goal will be harder to achieve. Obviously, you need to move to another level of work with the target audience. And a significant burden will be passed on to advertising communication and other tools of marketing communication. In addition, it will also identify the composition and use of the tools of marketing communications.We determined the principles are: clearly understand the concept of work and concept of the advertising campaign; to know the portrait of his audience, and to navigate the demands and motives of their customers; to use only those communication channels that are in active use by the target audience of the restaurant or bar; clearly articulate goals of the institution.