EFFECTIVE EVENT MARKETING IN RESTAURANTS: FROM CONCEPT TO IMPLEMENTATION

Abstract

The article highlights the relevance of using event marketing as a strategic tool for promoting the restau-rant business in the context of the digital transformation of the economy. Given the high level of competition in the food service sector, businesses are forced to search for new and effective methods of attracting and retaining customers. Event marketing acts as a powerful instrument for creating an emotional connection between the brand and the con-sumer, forming a positive image of the establishment, and stimulating demand for services. The key functions of event marketing are analyzed, including communication, social, image-building, and promotional functions, as well as their role in creating competitive advantages for restaurant businesses. The article emphasizes the importance of implementing digital technologies in the organization and execution of events. Among the tools actively used in modern practice are social media for event promotion, influencer engagement, CRM systems for personalized customer communication, big data analytics for assessing event effectiveness, and the integration of mobile applications to increase audience en-gagement. Particular attention is paid to the development of the “emotional marketing” trend – creating a unique expe-rience for the customer during events, which helps establish long-term relationships with the brand. A set of practical recommendations is proposed to improve the effectiveness of event marketing activities, including the development of a detailed event plan tailored to the target audience, active use of online communication tools, engaging partners for collaboration, continuous staff training, and systematic evaluation of event results. The article stresses the need for a strategic approach to using event marketing as part of the overall marketing policy of a restaurant enterprise. The ef-fective integration of traditional and digital tools in the preparation and implementation of events not only attracts the attention of potential customers but also increases the loyalty of the existing audience, which is critically important for ensuring the sustainable development of the business in modern conditions.