Prospects for the development of restaurant marketing in Kazakhstan
The article describes restaurant marketing, which is aimed at satisfying the needs of customers more fully. In the course of the study, the authors reviewed the current state of the restaurant business in the republic, studied new formats of enterprises, their innovative concepts, taking into account the various target segments and emerging trends. Based on market influencing factors and consumer needs, the authors identify some innovative trends in the restaurant business marketing activities. The current development directions, such as the formation of a service ecosystem, the introduction of Big Data systems are considered. One of the marketing areas is the promotion system, including social networks and instant messengers, whose role will simplify a number of procedures in the restaurant business, improve the ordering process, determine which restaurants have a rating, and simplify the communication process between employees and guests. The authors provide a deeper understanding of the role of innovative technologies, artificial intelligence, augmented reality on the restaurant business, and study the main trends in the development of cuisines, taking into account the national culture, traditions, healthy nutrition in the studied sector, where significant emphasis is placed on the nutrition quality, event marketing as an element and the need to use a form of joint marketing activities. Thus, the use of marketing will improve the restaurants quality parameters and create favorable conditions for the formation of demanded restaurant business enterprises formats.