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Liburkina L. M.

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The Modern Methods of Promoting Restaurant Services
Reshetnyak O. I., Samilkina A. V., Nesterenko A. O.

Reshetnyak, Olena I., Samilkina, Alina V., and Nesterenko, Alina O. (2022) “The Modern Methods of Promoting Restaurant Services.” Business Inform 11:292–297.
https://doi.org/10.32983/2222-4459-2022-11-292-297

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 3

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UDC 658.8:640.432

Abstract:
Restaurant enterprises should strive to constantly adapt to customer needs and ever-changing market conditions, offering appropriate services, identifying adequate methods of communication and promotion. The article is aimed at studying modern methods of promotion and determining the most appropriate restaurant services for this in wartime. The article discusses the essence and directions of application of modern methods of promotion. It is proved that promotion methods are very important both during the COVID-19 pandemic and during the war, and the variability of the market environment necessitates the innovative orientation of the restaurant business. The relevance of the creation and use of modern methods of promotion in restaurant facilities is substantiated. The definitions of the essence of the concepts of «promotion», «traditional forms of promotion» have been improved. Promotion of restaurants is one of the mandatory directions of successful business. It is determined that the pandemic and martial law have significantly changed the conditions of existence of the restaurant business in Ukraine, but the current trends in the development of promotion methods can improve the state of this area, i. e.: automation, which has become a key trend in visitor service procedures – from receiving orders to calculating visitors; personalization – the possibility of the visitor feeling of interest on the part of the institution to his preferences in food and service, special needs, etc.; playing on the feelings and emotions of visitors – the main share of the content; influencer marketing, that is, using the authority of popular bloggers, sites and pages in social networks of famous people, which allows creating and conveying to the target audience the content that is better remembered due to its emotional component; charity and volunteering that help raise the image of the restaurant. Complete and reliable information about customers and their preferences plays a significant role in promotion. The main modern methods of promotion are highlighted, with the help of which the enterprise will not only earn decent money, but also become popular in the city. Each of these methods is unique and requires the attention of marketers, you also need to have a specific strategy on how to use each method. The modern consumer has become more demanding both to the product itself and to the ways it has to be presented. Therefore, the more unique the method of providing information, the more successful the advertising will be.

Keywords: promotion, advertising, marketing, marketing communication, marketing tool, promotion methods, innovations.

Bibl.: 17.

Reshetnyak Olena I. – Doctor of Sciences (Economics), Associate Professor, Head of, Sector of Industrial Policy and Innovative Development of the Department of Industrial Policy and Energy Security, Research Centre for Industrial Problems of Development of NAS of Ukraine (2 floor 1-a Inzhenernyi Ln., Kharkiv, 61166, Ukraine)
Email: [email protected]
Samilkina Alina V. – Masters Student, Faculty of International Economic Relations and Tourism Business, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Nesterenko Alina O. – Masters Student, Faculty of International Economic Relations and Tourism Business, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

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