Synergy of digital technologies and H2H communications in the marketing policy of the restaurant business

Abstract

The article reveals the peculiarities of the transformation of the global and domestic restaurant market in the context of digitalization and modern global challenges of 2025-2026. It is noted that the successful adaptation of enterprises depends on a complex of internal resources and external factors that determine their viability. The expediency of implementing marketing strategies based on H2H communications, emotional storytelling, and predictive analytics as tools for overcoming technological fatigue and economic pressure is substantiated. Purpose: to conduct a comprehensive analysis of the transformation of the global and domestic restaurant market in the period 2025-2026, to systematize key industry trends, and to determine the role of marketing strategies as a decisive tool for adapting enterprises to the fundamental challenges of the modern economic and social environment. Materials: the study is based on an analysis of global and domestic restaurant market reports for 2025-2026, statistical data on industry digitalization, and analytical reviews from leading consulting groups and industry experts. Methods: terminological and comparative analysis in the processing of definitions "restaurant business adaptability" and "marketing transformation strategy"; theoretical generalization and systematization to identify key categories of restaurant trends for 2025-2026 and factors influencing the readiness of enterprises for innovation; classification when grouping modern digital tools and marketing solutions by their functional purpose; logical modeling to justify the transition from traditional management models to H2H communications and predictive analytics strategies; as well as the abstract-logical method for forming author's conclusions regarding the role of authenticity and storytelling as means of leveling technological fatigue and economic pressure. Results: the key trends in the transformation of the global and domestic restaurant market for 2025-2026 are systematized, emphasizing that modern establishments should develop as complex ecosystems that combine technological progress with deep changes in consumer psychology. The factors of adaptability of restaurant enterprises are determined, under which they are able to respond flexibly to market and crisis challenges, balancing internal resource potential and external regulatory pressure. The trajectory of a restaurant brand development in the digital environment is outlined through the implementation of H2H communications and emotional storytelling to maintain the "human face" of the service. The possibilities of leveling economic pressure and the creativity crisis are considered, which, combined with an emphasis on national identity and authenticity, ensures the formation of a unique customer experience and the business's ability to differentiate in a competitive environment. Conclusions: conclusions are drawn regarding the possibilities of strategic adaptation and marketing transformation methods that are advisable to use in the activities of modern restaurant enterprises. Attention is focused on the fact that business owners must balance technological progress with the H2H communications concept to overcome the risk of consumers' "technological fatigue." For a profound organization of a marketing strategy, it is necessary to implement emotional storytelling and predictive analytics tools, which allows building trust through process transparency and service personalization. In our opinion, the most effective is the "pragmatic transformation" model, which combines operational automation with authenticity and national identity, ensuring brand viability in conditions of economic pressure and global instability.