Keywords
information system
automation system
CRM
digital marketing
How to Cite
Abstract
The article examines the features of restaurant business automation systems in Ukraine. General scientific methods were used to achieve the study's goal: comparative, search, analysis, and synthesis. The publication contains information about information systems available on the market that contribute to the automation of the restaurant business, with a particular emphasis on the marketing functions of the software. The main problems in the use of automation systems by restaurant enterprises are: the unavailability of certain foreign programs and the use of russian software. A positive point is the development and distribution of software for the restaurant business from a national manufacturer. A comparative analysis of popular automation systems, namely "Poster" and "Servio", showed that the main marketing functions of the programs are: - customer base management (delivery customers, corporate customers, regular visitors); - loyalty system installation and automation; - customer grouping options to differentiate the discount system; - allocation of goods as exceptions that are not covered by the discount system, if any; - automation of promotional programs; - newsletter settings. Was have expanded the possibilities for implementing marketing tasks by individual digital platforms, in particular the services of the “Choice” system. Its key functions are access to creating a convenient electronic menu or website using certain templates, the ability to manage aggregators ("Glovo", "Bolt Food", delivery and takeaway site, online menu with ordering to the table), etc. Auxiliary platforms for the digitalization of the restaurant business and the provision of marketing functions were implemented by Monobank, which also allows the development of an electronic menu using a template. The findings of this article have the potential to be used in the preparation of educational materials for specialists in the specialty "Hotel and Restaurant Business". Also, a comparative analysis of programs has been developed and the conclusions are relevant for the organizational, management, and communication departments of restaurant business enterprises.
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