Management of sales strategy in the public food market

the modern public catering market is characterized by high competition, which requires enterprises to implement effective sales strategies. The article examines the main approaches to the formation of a sales strategy in the restaurant business, identifies key factors influencing consumer choice, and analyzes trends in the Russian public catering market. Based on statistical data, a steady growth of the industry has been identified, associated with an increase in demand for fast food services and the development of chain restaurants. The analysis allows us to classify the main sales strategies, including intensive, selective, exclusive, franchise, product-oriented and customer-oriented models, as well as “push” and “pull” strategies. The application of these strategies in the restaurant business is aimed at expanding market presence, increasing customer loyalty and optimizing distribution channels. An empirical study conducted in Omsk made it possible to determine the factors influencing consumer behavior when choosing public catering establishments. Analysis of the results showed that the main selection criteria are the quality of food, level of service, cost and atmosphere of the establishment. The data obtained confirm the need for a flexible approach to the formation of a sales strategy and the use of digital platforms to promote services.

sales strategy, public catering market, services marketing, consumer behavior in the services market, sales channels, sales management in the service sector