Keywords
marketing
collaboration
experience economy
attention economy
competitiveness
How to Cite
Abstract
Modern restaurant marketing tools have expanded significantly, considering the digital transformation of the industry and the economy. The industry continues to recover from the negative effects of the past pandemic. The search for creative and at the same time cost-effective ways to attract customers is becoming particularly relevant in the context of the struggle for the cognitive resources of the target audience. The prospects of collaborative projects are currently the most discussed and popular from the point of view of scientific and applied research at the junction of two economic paradigms: the economy of impressions and the economy of attention. Interaction with the consumer of catering services, due to the specifics of their implementation, is mostly carried out in the physical space of the restaurant, and, accordingly, imposes certain obligations to provide guests with the emotional component of the restaurant service. The theoretical core of this research consists of the author’s interpretation of collaboration as a restaurant marketing tool, highlighting the key characteristics and marketing goals of collaboration in the restaurant business. The fundamental differences between collaborations and traditional cooperation in business systems have been established due to the temporary nature of the collaborative project, the mandatory participation of all its participants in the creation of a joint unique product or event, the interconnection and interdependence of partners in the context of cost management and various types of risk. The paper examines the features and formats of collaboration of restaurant business organizations with various partners, the achieved effect for all partners. Russian and foreign cases are considered. Practical recommendations have been developed for the development and implementation of a collaboration strategy for restaurateurs and marketers.
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