MARKETING IN THE RESTAURANT BUSINESS: ADAPTING TO CHANGES IN CONSUMER BEHAVIOR

The article analyzes the current trends in the development of marketing activities of restaurant business enterprises in the context of digitalization and transformation environment. A comprehensive analysis of contemporary research conducted by domestic and foreign specialists in the field of marketing activities, restaurant business operations, and development has been conducted. The present study analyzes the dynamics of the restaurant business’s development in Ukraine under martial law. A decline in the number of establishments was observed in 2022, with a subsequent recovery that was characterized by gradual improvement in the 2023– 2024 period, particularly evident in the western regions of the country. In the context of mounting competition, evolving consumer preferences, and the volatility of the economic environment, marketing in the catering sector transcends its traditional role as a mere promotional instrument, metamorphosing into a pivotal strategic management component. This transformation encompasses branding, analytics, service policy, and digital communications. A particular focus is placed on the vegan food segment, as it is an innovative trend that is gradually gaining popularity among Ukrainian consumers. A comprehensive empirical study was conducted to ascertain the key motivational factors for the consumption of vegan dishes, the frequency of consumption, preferences and barriers to their choice, and expectations from the menu range. The study surveyed 150 respondents in Kharkiv. A comprehensive review of the extant literature reveals that the predominant factors influencing consumer preference are taste, health benefits, aesthetic presentation, and accessibility. Concurrently, the barriers to acceptance of new culinary traditions remain substantial, including but not limited to: limited awareness, distrust, and a general lack of interest. Consumer expectations regarding the introduction of vegan breakfasts, desserts, and local menu items are generalized, which opens up opportunities for innovative development of restaurant concepts. The study yielded a series of recommendations for the implementation of a vegan menu option. These recommendations include the following: menu labeling, the establishment of partnerships with local suppliers, the integration of gastronomic design principles, the utilization of digital communication channels, and the application of CRM technologies. The integration of vegan options within the restaurant industry necessitates a methodical approach, underpinned by a multifaceted strategy encompassing marketing instruments, ethical frameworks, and service innovations. The results of the study indicate a growing interest in healthy and ethical nutrition, which creates prerequisites for expanding the gastronomic offer and forming sustainable competitive advantages in the restaurant business.