Promocja na rynku usług gastronomicznych
Promotion in food service market

Summary/Abstract: The aim of the study was to determine the scope, instruments and promotional activities undertaken by the company in food service market. The survey was conducted on the sample of 56 respondents (owners or managers of catering locals) using combined method consisting in conjunction the questionnaire interview with in-depth individual. It was found that in comparison to other marketing instruments promotional activities have the greatest impact on increasing the number of customers and building the company's image. According to the respondents opinions the inspiration for promotional activities derive mainly from observing the competition and their own experience. The most commonly used by the surveyed food service companies promotional activities are include publishing advertising, outdoor advertising, Internet advertising, loyalty cards, promotional price reductions and gadgets. As the most effective were considered promotional price reductions, outdoor advertising and advertising leaflets. The main limitation for promotional activities in food service market is the limited budget and lack of theoretical knowledge in this field.

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