DIGITAL STRATEGIES FOR GUEST EXPERIENCE PERSONALIZATION AND BUILDING LOYALTY IN THE RESTAURANT BUSINESS

Abstract

This research article provides a comprehensive analysis of the evolution of guest experience personalization and loyalty strategies within the restaurant industry during the 2025-2026 period. In the current landscape, the industry is shifting away from static, discount-based loyalty programs toward dynamic, hyper-personalized digital ecosystems. These ecosystems are powered by advanced technologies, including Artificial Intelligence (AI), Big Data analytics, and sophisticated gamification mechanics. A central focus of the study is the strategic optimization of the technological stack. The research advocates for replacing generic, cumbersome ERP systems like Odoo with specialized, cloud-based POS and CRM solutions such as Poster, Choice QR, and Syrve. These platforms offer superior localization, faster deployment, and seamless integration with delivery aggregators and banking services, which is critical for the Ukrainian and European markets. The analysis highlights that AI is no longer a luxury but a fundamental necessity for modern hospitality. It enables restaurants to move from rules-based logic to machine-learning-driven recommendations, predicting guest behavior, optimizing Lifetime Value (LTV), and preventing customer churn. Furthermore, the article explores the psychological drivers of loyalty among Gen Z and Millennials, who represent 64,48% of the market. For these demographics, loyalty is built through emotional engagement, instant gratification, and «always-on» interactive experiences. By synthesizing current market data, such as the 17% growth in average check sizes and the 6% revenue increase in 2025, the research demonstrates how digital tools can mitigate the impact of declining foot traffic. The study concludes that the future of the restaurant business lies in creating a seamless omnichannel journey where digital touchpoints work in harmony to deliver a unique experience. Ultimately, this strategic transition allows establishments to convert simple transactional interactions into deep-seated emotional loyalty and long-term brand advocacy.