ORGANISATIONAL SUPPORT FOR THE APPLICATION OF EFFECTIVE MANAGEMENT METHODS IN THE OPERATIONS OF RESTAURANT ESTABLISHMENTS
DOI:
https://doi.org/10.33042/2522-1809-2024-2-183-55-61Keywords:
restaurant businesses, catering, BTL marketing, ATL marketing, TTL marketing, neuromarketingAbstract
The article studies the main aspects of effective management methods for restaurant establishments. Attention is on the issues of content, goals, and advantages of using the mentioned methods. The study aims to systematise methodical approaches for ensuring the effective management of restaurant establishments. The emphasis of the work is on the fact that by February 2022, the establishments of the restaurant sector were actively developing, exerting a positive influence on all spheres of economic life. Russian armed aggression had a devastating effect on economic spheres, including restaurant businesses. To gradually restore their operations, support the state’s economy, and fill the country’s budget, from 2023, numerous restaurants began to resume their work. Today, every restaurant must find innovative forms and ways of functioning. According to the authors, such management tools as catering, BTL, and neuromarketing can act as effective levers for significantly increasing the performance of restaurants.
Catering, as a type of outside restaurant service, is rightfully considered the top flight in this field. Thanks to catering, the restaurant is not limited to just selling food but also can provide services, comfort, and a suitable atmosphere for relaxation. BTL marketing aims at targeted communication with potential consumers at points of sale or during personal contact. The article emphasises that utilising BTL tools by restaurants, such as loyalty programmes, holding various culinary events, leafleting, and neuromarketing in BTL promotions, can ensure the effectiveness of restaurant development. Additionally, the article substantiates the expediency of using ATL and TTL marketing by restaurants.
The authors also explore another tool, namely aroma marketing. As a unique marketing tool for stimulating consumer behaviour, it significantly increases customer satisfaction, affects the productivity of the staff of businesses, and improves the quality and efficiency of work.
The authors emphasise that catering, BTL, and neuromarketing carry the potential to improve the development of restaurant establishments. The practical value of the research lies in the study of organisational aspects of the influence of the specified management tools specifically for enterprises in the restaurant sector.
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