ABSTRACT
Food is a basic good and fundamentally determines human well-being and health. Nowadays, digital technologies open new, previously unknown, and inaccessible opportunities to learn about and meet the needs of consumers. The analysis of big data sets through guest reviews on companies in aggregators of opinions such as TripAdvisor, Google, Facebook, Pyszne, and Uber, which are also available to users in the form of mobile applications, has particular potential. World statistics point to the huge development and interest in mobile applications. The aim of the research was to present digitization as an element of creating a personalized offer and the possibility of using it in the process of customer relationship management in the catering industry. Analysis of research results has shown that the use of digital technologies in the gastronomy industry allows deep understanding of clients’ needs and ultimately satisfying them. Analysis of large data sets has particular potential. The mobile channel has become the main source of information about interests and preferences. On the other hand, profiled data allow the implementation of an advertising campaign of the restaurant aimed at a specific target group.
