Abstract
<jats:p>Introduction. To remain competitive, restaurants must respond quickly to new gastronomic trends, deeply analyze demand, and systematically improve their strategies to effectively attract and retain customers using marketing research tools The purpose of the article It consists in conducting a marketing study of the competitiveness of elite restaurants in Lutsk using modern analysis tools, as well as identifying key factors influencing their development. Methods. The use of the desk research method, which included the analysis of restaurant websites, the study of online consumer reviews, and the review of social networks and forums, allowed the authors to offer their own vision of approaches to marketing research on the competitiveness of "elite" restaurants and to suggest ways to maintain its level through marketing. Results. The article conducts a theoretical analysis of literary sources to identify trends and problems in the development of the domestic restaurant business. The features that make restaurants belong to the elite category are identified. Analyzing restaurant websites and studying online customer reviews, the results of which are publicly available in the online environment, provides a direct channel for the restaurant to communicate with its customers, allowing them to collect valuable feedback on various aspects of the food. This review includes: location, appearance, interior, service, quality, price. A comparison of the competitiveness of the leaders of the restaurant business in Lutsk showed that there is no restaurant that, according to the results of a consumer survey, would take first place in all the indicators studied. The importance of conducting various forms of marketing research by surveying restaurant visitors is noted. Based on the results obtained, the main marketing tasks are identified, which marketing research helps to solve. Conclusions. Market research in the elite restaurant sector helps to identify new food trends, technological innovations and competitor strategies in a timely manner. This allows you to quickly adapt your business, improve your offerings and stay relevant in the market.</jats:p>