MARKETING PATTERN EVALUATION OF ETHNIC CUISINE CATERING SERVICES IN RUSSIAN MARKET

UDC 339.138:338.47
DOI: 10.36871/ek.up.p.r.2025.06.07.028

Авторы

Joseph Jazzmine,
Peoples’ Friendship University of Russia named after Patrice Lumumba

Аннотация

This article examines the marketing strategies that contribute to the success of ethnic cuisines in the Russian restaurant sector, focusing on Italian, Georgian and Indian cuisines. Consumer demand factors are analyzed, including cultural associations, adaptation to local preferences and the impact of digitalization. Based on a SWOT analysis, key competitive advantages and barriers for each cuisine are identified. Italian cuisine dominates due to recognition and associations with a healthy lifestyle, Georgian cuisine — due to nostalgic connections and emotional branding, and Indian cuisine — through a niche focus on wellness trends.

Ключевые слова

ethnic cuisine, marketing in the restaurant business, consumer preferences, Russian market, Italian cuisine, Georgian cuisine, Indian cuisine, SWOT analysis, cultural adaptation, digital marketing strategies