The marketing potential assessment of the restaurant business

The interpretation ambiguity of the concept “marketing potential” and the variety of its assessment approaches, as well as the need of the restaurant business for a relevant methodology for determining the directions of further development confirm the relevance of the research topic. The theoretical and methodological analysis made it possible to compare the concepts of “marketing audit” and “marketing potential assessment”. The study of the conceptual framework and existing methods for evaluating the research subject revealed both a different pieces of emphasis in the interpretation of the category “marketing potential” and the desire for their integration: high-quality resource support for the organization strategic competitiveness in a dynamic marketing environment. The author’s definition of marketing potential reflects his commitment to a resource- based approach, as it offers the most comprehensive and effective use of restaurant marketing tools. It is noted that the modern restaurant business operates in the physical and digital space, which determines the list of parameters for evaluating the marketing tools. The author suggests a basic algorithm for assessing the marketing potential of a restaurant business enterprise, which is recommended for use in the absence of relevant research experience. It is recommended to evaluate the catering marketing potential in the context of the elements of an expanded marketing package for restaurant services. Based on the results of regional market experts’ survey, the importance of the parameters for assessing marketing potential has been ranked. The template form for assessing the marketing potential of the restaurant business, created using digital services, is editable despite its versatility and is subject to further personalization, taking into account the marketing characteristics of a particular research object.