STRATEGIC MARKETING COMMUNICATION TOOLS FOR RESTAURANT BUSINESS ENTERPRISES
Authors:   Chernivtsi Institute of Trade and Economic of SUTE, Yurii Chaplinskyі , Olena Bozulenko ,   Chernivtsi Institute of Trade and Economics of SUTE
Published: February 2025

The modern marketing environment is characterized by high levels of
competition in the restaurant industry, which requires companies to develop and
implement effective marketing strategies and use marketing communications to
attract and retain consumers. At the same time, the growing influence of digital
technologies and social networks in advertising, public relations, sales promotion,
and branding requires restaurant businesses to actively use the latest marketing
communication tools to operate successfully in the market. Changes in consumer
preferences and the emergence of new trends in the restaurant business require
constant analysis and adaptation of marketing strategies. Therefore, the study of
strategic tools for marketing communications in the restaurant business is of great
importance for understanding current market trends and improving practical
approaches to managing companies in this industry. The study concludes that the
implementation of management measures aimed at the creation of strategic
marketing communications will allow restaurant business enterprises to maintain and
improve their position in the competitive struggle in the long term. The main ones The modern marketing environment is characterized by high levels of
competition in the restaurant industry, which requires companies to develop and
implement effective marketing strategies and use marketing communications to
attract and retain consumers. At the same time, the growing influence of digital
technologies and social networks in advertising, public relations, sales promotion,
and branding requires restaurant businesses to actively use the latest marketing
communication tools to operate successfully in the market. Changes in consumer
preferences and the emergence of new trends in the restaurant business require
constant analysis and adaptation of marketing strategies. Therefore, the study of
strategic tools for marketing communications in the restaurant business is of great
importance for understanding current market trends and improving practical
approaches to managing companies in this industry. The study concludes that the
implementation of management measures aimed at the creation of strategic
marketing communications will allow restaurant business enterprises to maintain and
improve their position in the competitive struggle in the long term. The main ones are: active influence on the target audience using the maximum number of
communication channels, development and maintenance of a strong brand,
maximum use of online channels for transmitting communication messages,
implementation of sales promotion measures, ensuring feedback from consumers,
establishing communication with current and potential partners, strategic analysis of
the effectiveness of marketing communication. The implementation of these tools in
practice will allow restaurant business enterprises to increase the efficiency of long-
term management in the field of marketing communication, which in the future will
make it possible to bring the management of the company in general and marketing
activities in particular to a new qualitative level.