The study shows the Volga region restaurant services market, on the one hand, the openness of business to innovations, on the other hand, a lack of understanding of its own marketing potential and priority areas for improvement. The situation is aggravated by the proliferation of restaurant chains, as a result of which perfect competition in the market is turning into an oligopoly. The problems of marketing innovations are becoming particularly relevant for non-chain restaurants. The survey of industry experts allowed us to determine the importance of certain areas of marketing activity for their business and assess the marketing potential of the leading players in the regional restaurant services market. Interviews with representatives of the regional restaurant business confirmed that most of them associate innovations with the company?s software and technical equipment and digital marketing technologies. At the same time, organizational aspects and innovative marketing management remain overlooked, ensuring the effectiveness of activities not only at the micro level, but also in the macro environment. In this regard, it is proposed to structure innovative marketing solutions that meet the best international practices within the framework of individual components of an expanded marketing mix. The degree of dissemination of innovative marketing solutions is determined by the expediency and specifics of the restaurant service format.