SMM STRATEGY IN THE DIGITAL MARKETING SYSTEM AS A FACTOR IN ENHANCING THE COMPETITIVENESS OF FOOD SERVICE ENTERPRISES

Abstract

The article presents an analysis of SMM strategies used by network-based food service enterprises in Kyiv under conditions of strong competition, market volatility, and digital transformation. The study focuses on five leading pizza-oriented brands: «Domino’s Pizza», «Yapiko», «Pizza Day», «Il Molino», and «HellBoy Pizza». Although united by product focus, these brands differ in communication structure, platform preferences, and audience interaction, which shape their positioning and recognition in the digital environment. Particular attention is paid to the role of Instagram, TikTok, Facebook, and YouTube as key tools for building guest loyalty, expanding reach, and personalizing communication. The research examines content structure and frequency, visual identity, influencer involvement, gamification techniques, emotional tone, storytelling integration, and video formats — all of which determine engagement levels and emotional connection with target audiences. A comparative analysis of digital activity and financial results for 2023–2024 shows that brands with integrated SMM strategies demonstrate more stable performance, higher engagement, and better competitiveness. In contrast, those with fragmented or formal approaches tend to show reduced profitability despite high revenues, highlighting the limits of superficial digital activity and lack of personalized interaction with guests. Based on these findings, the article offers practical recommendations: strengthen TikTok and Reels presence, ensure platform synergy, use UGC to build trust, introduce gamified interaction, and incorporate emotional and patriotic messaging aligned with local values and social context. The case of «Pizza Hata» illustrates how best practices can be adapted to improve digital efficiency in Kyiv’s competitive market and achieve long-term positioning benefits. The study contributes to the academic discourse on hospitality marketing and provides insights for designing adaptive, personalized, and consumer-focused SMM strategies that align with changing behavior, digital trends, and the growing expectations of modern consumers.