Bìznes Inform (Apr 2024)
Marketing Researches as a Tool for Innovative Development of Restaurant Business Establishments
Abstract
The aim of the article is to determine the tools of marketing research for the introduction of marketing innovations in the restaurant business. The authors analyze publications of leading domestic scholars, which are devoted to the issues of introduction of marketing innovations in the restaurant business, allocation of their main directions of development, in particular regarding the conceptions of establishments, pricing policy, promotion, interior design, commodity policy of the restaurant. The article allocates the types of marketing research of innovations in the restaurant business, namely, outlines the following blocks: analysis and development of websites and mobile applications, automation in messengers; analysis and distribution of restaurants on social networks Facebook, Instagram, Tik Tok, etc.; analysis of blogging and creation of user-generated content; evaluation of the use of QR code and Wi-Fi in restaurant business establishments; analysis of the use of visual merchandising; development of an interactive menu; analysis of consumer preferences. In addition, the authors have developed and schematically presented a model of the relationship between the introduction of marketing innovations and research tools, where it is determined that, depending on the environment of innovation, different marketing research tools can be used. Thus, accordingly, for internal innovations (created within the establishment, aimed at improving the efficiency of its activities), it will be optimal for evaluation, analysis and implementation of the use of consumer research and advertising methods, social networks, sales promotion systems, etc. For the introduction of external innovations (created outside the establishment, but directly related to it), the use of the following methods is relevant marketing research: research and analysis of the external market; research of competitive advantages and opportunities of restaurant business enterprises; other studies of the external environment of the restaurant business, etc. On the basis of this, it is concluded that the information obtained in the process of marketing research contributes to the effective introduction of innovations and the development of establishments in the restaurant industry. Directions of innovative development of enterprises of the restaurant business have been proposed, which will contribute to the implementation of marketing pricing policy, achievement of strategic management decisions on the implementation of research and implementation of technologies to attract consumers, and, accordingly, increase competitiveness.
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