Stamat Viktoriia, PhD (Economics), Associate Professor, Department of Management and Marketing, Mykolaiv National Agrarian University, Mykolaiv, Ukraine

ORCID ID: 0000-0001-5789-4023
e-mail: vmkolesnyk@ukr.net

Sharkova Valeriia, Bachelor Student of Management Faculty, Mykolaiv National Agrarian University, Mykolaiv, Ukraine

e-mail: valerish28@gmail.com

Development of Restaurant Business Marketing in Ukraine

Abstract. Introduction. The restaurant business is an industry that is constantly evolving and adapting to changes in society. In Ukraine, this process is particularly rapid as the country goes through a period of economic and political change. Changes in consumer preferences have had a significant impact on the restaurant business. Customers have become more demanding and are looking for new, interesting dining experiences. Restaurants must be prepared to meet these demands by offering a wide range of dishes and services. Growing competition is also an important factor affecting the restaurant business. The number of restaurants in Ukraine’s major cities is constantly growing, so restaurants need to find ways to stand out from the competition. In the face of these changes, restaurants need to implement new marketing strategies that will allow them to remain competitive and successful.

Purpose. The main objective of the study is to provide a comprehensive analysis of the development of marketing strategies in the restaurant industry in Ukraine. The study examines the implementation of modern marketing tools, from the use of social networks to innovative approaches.

Results. The study revealed a significant shift in marketing strategies in the Ukrainian restaurant sector. The use of social media for promotion has increased, indicating the growing importance of digital presence. Aroma marketing is proving to be an innovative and influential tool that enhances the dining experience. Loyalty programs combined with creative approaches to customer engagement are promising trends. The results underscore the adaptability of restaurants to modern marketing trends, contributing to improved customer engagement and sustainable profit growth.

Conclusions. In conclusion, the dynamic environment of the restaurant business in Ukraine requires a strategic shift in marketing practices. The integration of technology and innovative approaches is proving to be the key to competitiveness and consumer appeal. Establishments that emphasize digital interaction, use sensory marketing, and develop customer loyalty are poised for success. The findings encourage industry players to adopt modern marketing trends for sustainable growth and sustainability in a dynamic market environment.

Keywords: restaurant business, marketing, strategies, social media, innovation, customer loyalty, competition, consumer preferences, evolution, Ukrainian market.

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