Actual problems of innovative economy and law

Journal "Actual problems of innovative economy and law" is included in category B for specialties: in the field of knowledge "Management and administration": 073, 076 (order of the Ministry of Education and Science of Ukraine dated 23.08.2023 No. 1035) and 071, 072, 075 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543); in the field of knowledge "Social and behavioral sciences" 051 (order of the Ministry of Education and Science of Ukraine dated August 23, 2023 No. 1035); in the field of knowledge "Law" - 081 and "Public management and administration" - 281 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543).
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Marketing strategy for promoting a restaurant business in the digital environment

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УДК: 658.8:640.43:004

DOI: https://doi.org/10.36887/2524-0455-2025-5-20

Priadko Olhaґ,
PhD, Sc. Associate Professor, Department of Marketing, Reputation and Customer Experience Management,
State Biotechnological University,
https://orcid.org/0000-0002-1065-5567
Mikhailova-Sopa Sofia,
student of the first (bachelor’s) level of higher education, specialty “Marketing”
State Biotechnological University

The article examines the theoretical and practical aspects of developing and implementing a marketing strategy to promote a restaurant business in a digital environment. The relevance of the study is determined by the rapid pace of digitalization of the economy, the transformation of consumer behavior models, and the growing role of social media as a key channel of communication between the brand and the consumer. The paper analyzes modern approaches to using SMM, content, and performance marketing tools, and identifies the main trends in digital promotion in the restaurant business. Based on a marketing study conducted for the Roll Club (Kharkiv), the effectiveness of existing SMM campaigns is assessed, the dominant communication channels are identified, the level of audience engagement is assessed, and the factors shaping customer loyalty are identified. According to a questionnaire survey of 120 respondents, more than 75% of consumers learn about the brand through social networks, confirming the leading role of digital channels in shaping demand. The article outlines steps to improve a restaurant’s marketing strategy, including introducing social listening and analytics tools, using short-form video formats, personalizing content, incorporating gamification elements, and leveraging CRM technologies. The implementation of the proposed measures will increase brand awareness, foster sustainable customer loyalty, and enhance the competitiveness of restaurant businesses. The presented tools will help increase loyalty among existing customers and attract new Roll Club customers, thereby improving the restaurant’s commercial results.

Keywords: marketing strategy, restaurant business, digital environment, social networks, SMM, consumer loyalty, digitalization, brand.

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The article was received 22.08.2025

Quote article, APA style

Priadko O. , Mikhailova-Sopa S. 22.08.2025. Marketing strategy for promoting a restaurant business in the digital environment. Actual problems of innovative economy and law. 2025. №5. 88-91 pp. https://doi.org/10.36887/2524-0455-2025-5-20

Quote article, MLA style

Priadko O. , Mikhailova-Sopa S. Marketing strategy for promoting a restaurant business in the digital environment. Actual problems of innovative economy and law. 22.08.2025. https://doi.org/10.36887/2524-0455-2025-5-20