TOOLS FOR FORMING THE MARKETING COMPLEX OF RESTAURANT BUSINESS ENTERPRISES IN THE CONDITIONS OF DIGITIZATION

The use of digital marketing tools in the formation of the marketing complex of restaurant business enterprises increases the competitiveness of establishments, optimizes customer interaction and increases profitability. The integration of modern digital technologies into marketing activities will increase the effectiveness of advertising messages, adapt to changes in consumer behavior, and ensure long-term customer loyalty. In this regard, the study of effective marketing tools for the formation of a marketing complex is extremely relevant for restaurant business enterprises. The article is aimed at substantiating the effectiveness of the use of digital technologies in the marketing activities of enterprises in the context of digitalization, as well as identifying new approaches and tools for forming a marketing complex for restaurant business enterprises. In the context of digitalization, the traditional concept of the 4P marketing complex (Product, Price, Place, Promotion) is constantly transforming. Digital technologies provide new opportunities for product management, pricing, sales channels, and communication with consumers. In the midst of the current trends in the formation of new approaches to the marketing activities of restaurant business enterprises in the context of digitalization are: personalized marketing; automation of interaction with customers, in particular through CRM systems, omnichannel communications and gamification. The article describes the transformation of the components of the 4P marketing complex under the influence of digitalization, which determine the main approaches and strategies for running a restaurant business in modern conditions. Among the promising tools for forming a marketing complex for restaurant business enterprises in the context of digitalization are: the use of artificial intelligence; integration of voice assistants such as Google Assistant, Amazon Alexa and Apple Siri; use of virtual and augmented reality (VR/AR) technologies; use of blockchain technologies аж marketing; interactive content; environmental friendliness and sustainable development. In this way, restaurant business enterprises that can adapt to rapid technological changes, implement innovative approaches and use the digital tools proposed by the authors to improve the marketing mix will have significant competitive advantages in the market and prospects for sustainable development.