Analysis of restaurant service consumers' preferences: marketing research to increase competitiveness

The article presents the results of a marketing research aimed at analyzing the preferences of restaurant services consumers. The research focuses on identifying the key criteria that guests take into account when choosing an establishment: from the quality of cuisine and service to prices, atmosphere and online reputation. Based on the data received from the target audience, the authors formulate specific recommendations for restaurant owners and managers. These recommendations relate to improving the quality of services, effective positioning, working with reviews and promotion in the digital environment. The aim of the work is to provide restaurateurs with tools to increase guest satisfaction and strengthen their competitive position in the market.