IMPLEMENTATION OF MARKETING FOR SELECTION OF RESTAURANT DISHES - CASE STUDY OF VRANJAČKA BANJA

Abstract

The names of the dishes in the menus can have different forms. According to the latest research, the promotion of modern names of dishes in the menu can affect the business of the restaurant. The aim of this work is to get acquainted with the influence of the name of the dish on the selection of the dish, how much and why the name of the dish can influence the interest of guests in certain restaurant dishes and how marketing and adequate promotion affect the business of the restaurant. By surveying guests, one gains insight into the assessment of knowledge and monitoring of trends when it comes to food and food offerings in the restaurants of Vrnjačka Banja (Serbia). The paper specifically analyzes the effects of the name of the dish from the marketing and psychological side, that is, how the name itself affects whether the guest will choose the offered dish. The task of the paper is to indicate one of the factors that influence the choice of a restaurant dish, specifically the name of the dish, as well as to indicate the possible type of marketing and sales improvement depending on the name of the dish. The results of the work indicate that well-formed names of dishes with adequate promotion can have a positive effect on the restaurant's business.