CUSTOMER SEGMENTATION IN THE RESTAURANT BUSINESS

Abstract

Customer segmentation in the restaurant business is a vital tool for improving the effectiveness of marketing strategies. This article examines the principles of segmenting customers based on demographic, geographic, behavioral, and psychographic factors. The segmentation process allows restaurant owners to gain deeper insights into customer needs, offer tailored services, and run more effective marketing campaigns. The findings indicate that a properly segmented customer base significantly contributes to the sustainable growth of restaurant businesses and enhances customer loyalty.