Restaurant business development with digital marketing tools
Students Name: Khmarskyi Anton Oleksandrovych
Qualification Level: master (ESP)
Speciality: Economics
Institute: Institute of Economics and Management
Mode of Study: full
Academic Year: 2024-2025 н.р.
Language of Defence: англійська
Abstract: This master’s thesis explores the application of digital marketing in the restaurant business in the context of digital transformation and intense competition. The relevance of the topic is driven by the rapid development of digital technologies, changing consumer behavior, and the necessity for businesses to create competitive advantages through the integration of innovative marketing tools. The object of the research is the process of digital transformation of marketing activities in the restaurant industry. The subject of the research is digital marketing tools and their impact on the operational efficiency of restaurant enterprises. The purpose of the study is to develop theoretical, methodological, and applied foundations for the use of digital marketing to ensure the sustainable development of the restaurant business, based on the case of McDonald’s Ukraine Ltd. To achieve this goal, the following tasks were set: • to define the theoretical foundations of digital marketing in the restaurant business; • to analyze the current state and trends of the industry in the context of digitalization; • to evaluate the effectiveness of digital marketing tools based on the case of McDonald’s Ukraine Ltd; • to propose practical recommendations for improving the company’s digital marketing strategy; • to justify the economic efficiency of the proposed measures. The methodological framework of the study includes general scientific methods (analysis, synthesis, comparison, induction, deduction) and special methods of 7 economic analysis (coefficient analysis, ABC-XYZ, SWOT, profitability assessment, regression analysis, forecasting methods). As a result of the study, the author proposes a customized model for improving a company’s digital marketing strategy, incorporating tools such as artificial intelligence, augmented reality, gamification, omnichannel interaction, and an integrated CRM platform. The economic feasibility of the proposed solutions is validated by calculations showing an ROI of over 140% and a payback period of less than one year. Keywords: restaurant business, digital marketing, marketing strategy, CRM, innovations, McDonald’s Ukraine. References: 1. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson Education. 2. Kingsnorth, S. (2019). Digital Marketing Strategy: An Integrated Approach to Online Marketing. Kogan Page. 3. Tiago, M. T. P. M. B., & Verissimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703–708. https://doi.org/10.1016/j.bushor.2014.07.002 4. Kannan, P. K., & Li, H. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22– 45. https://doi.org/10.1016/j.ijresmar.2016.11.006 5. De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798– 828. 6. Pylypchuk, V. O. (2020). Digital marketing in restaurant business development. Marketing i Tsyfrovi Tekhnolohii, 2(4), 34–41. 7. Bodnar, I. S. (2018). Legal principles of internet marketing in Ukraine and the EU. Ekonomika i Pravo, 1(50), 114–118.