Сreative Techniques for Сreating a Restaurant Brand (on the Example of Moscow Enterprises of Restaurant Business)

Modern dynamic changes in the restaurant business. It characterized by high speed of innovation processes and growing variety of new institutions that provide creative approaches to provide their service. So, this work is devoted to theme of creativity and innovation in a restaurant business. There are two hypotheses in this study, which are proved. Fhe first hypothesis focuses on the fact that a creative approach to creating the restaurant brand is a competitive factor that able to attract an audience. The second hypothesis is about media personalities and proves that for building really successful restaurant brand, - it is not enough to attract media personalities for advertising of restaurant. This is not the only one way to create a restaurant brand, - traditional advertising, such as TV and magazines also plays an important role. The research will use research methods such as survey and expert interviews with the Manager of the Moscow restaurant, called The Birds. During the survey and interview we will find out some features of attracting an audience with the help of creative approaches in the restaurant business, moreover, we will reveal the attitude of people to media personalities and find out how the particular restaurant is perceived by people, while using the media personalities in the advertising of restaurants.