Purpose The article is devoted to the problem of expanding the tools of marketing communications for restaurants by adding a new group of communication channels—horizontal ones. Agents of the microenvironment of the enterprises of restaurant business were chosen as sources of information regarding horizontal channels. The key objective of the study was to substantiate the formation of a list of stakeholders specific to the restaurant industry, whose integration into the communication process seems feasible and viable. Design/methodology/approach: The conceptual and theoretical basis of the research is the concepts of integrated marketing communications and marketing management, as well as the theory of stakeholders. The information base of the study is presented by Nielsen analytical reports, as well as the results of the field research conducted by the author. The study was conducted by the method of expert assessments and ABC analysis in order to prioritize stakeholders according to the level of their influence on the communication process. Findings/value: As a result, quantitative estimates of the importance of individual subgroups of stakeholders for participation in brand communications are given, and a matrix of success of stakeholder participation in communications is developed. At the same time, it has been revealed that the most promising participants-mediators of the communication process for the restaurant business enterprises are the following subgroups of stakeholders: opinion leaders, media, consumers, senior and middle management, staff, sponsors, partners, intermediaries.