Features of innovation marketing in the restaurant business industry

The article analyzes the features of innovation marketing in the restaurant business industry. It is revealed that the restaurant business plays a significant role in the development of Russian entrepreneurship, and the development of competition determines the need for constant updating of technologies, products and services. The purpose of the study is to substantiate and disclose the key features of innovation marketing in the restaurant business, the knowledge of which ensures the successful development and implementation of innovative products in the activities of enterprises. As a result of the research, the significant role of the analytical unit in the marketing of innovations has been revealed. The peculiarity of choosing the target market is the orientation towards the functions performed and consumer groups, and the marketing complex is characterized by a combination of 4P and 4C models. The price in the field of restaurant business acts as a cost that determines the customer’s needs. At the same time, the latter has its own assessment of the price level, which determines the need to maintain a clear balance between price and the usefulness of an innovative product/service. The approach to the dissemination of innovation should be combined with the convenience of purchase, which affects the level of customer loyalty to the institution and, accordingly, the speed of distribution of the novelty. The peculiarity of the promotion system is determined by the “unknown” of the novelty for the market, which increases the likelihood of automatically attracting the attention of consumers, but at the same time determines the need to intensify efforts in the form of establishing strong communications with target customers. The effectiveness of innovation marketing is assessed in stages using qualitative and quantitative methods. The work is of interest to representatives of the scientific community, representatives of the educational sphere and employees of enterprises of the real business.