Formation of the Concept of Digital Marketing in the Restaurant Business

The study considers the restaurant business as one of the segments of the economy of impressions and digital marketing in this area. Due to the fact that today the process of promoting restaurants by marketers is built intuitively, the author hypothesized that using different types of restaurants their own marketing tools based on their target audience, their needs and preferences will be more effective promotion than the general approach for all types of institutions. The work identifies five types of restaurants in St. Petersburg and discusses the features of the promotion of each type by statistical analysis. With the help of expert interviewing identified features of the target audiences of five types and the most effective methods of promotion. Based on a comparison of modern digital marketing tools and target audiences of various types of establishments, promotion concepts were developed for five types of restaurants.