Merchandising of dietary food and beverages in the restaurant industry: experience, trends, prospects

Abstract

The article considers modern approaches to the use of merchandising in the restaurant business as an effective marketing policy tool aimed at increasing the profitability of the enterprise, forming a brand image and ensuring consumer loyalty. The theoretical concept of merchandising implementation technology is disclosed, which is of significant importance for improving the results of marketing and economic indicators in the work of enterprises in the industry in modern conditions. At the same time, merchandising aims to improve the enterprise's position relative to competitors, reduce costs, increase the degree of satisfaction of consumers with the products of restaurant enterprises, increase the economic efficiency of the establishment's operation and strengthen the competitive position in the country. The main types of merchandising are identified, in particular cross-visual and communicative, their role in stimulating demand and forming a positive perception of the establishment. Particular attention is paid to the innovative direction - the promotion of dietary and functional dishes and drinks through merchandising tools. Based on the practical experience of the head chef of the Gastro Ukrytny restaurant Dmitry Sapronov, the influence of creative design and presentation of innovative dishes on consumer behavior and sales levels is substantiated. It is proven that the use of the concept of healthy eating as a component of merchandising policy contributes to increasing the competitiveness of a restaurant enterprise and the formation of social responsibility of business.

          It is substantiated that modern trends in merchandising in the restaurant sector are associated with the popularization of healthy eating and innovative dietary products and drinks. In turn, the use of such strategies will allow establishments to increase visitor loyalty, expand the audience and form a responsible image of the establishment. The given practical examples, in particular the work of Dmitry Sapronov's restaurant, demonstrate that tasting events, master classes and active communication through social networks are effective tools for promoting new dietary dishes that combine gastronomic value with aesthetic appeal.