Small and medium enterprises in Croatia, but also in the world, are dominated by the increasing total number of economic entities and have greatly contributed to the creation of products and offer which increases the total national income of countries. Both types of companies evaluate their business in the domestic and foreign markets, of course, they contain segments of the domestic population. Small and medium enterprises have their advantages and disadvantages of doing business, but the advantage dominates because such companies have quick access to exit the market, which means that there will be a lack of demand in that same market, which reduces costs less. Especially important is the marketing part that is applied in small and medium enterprises, and today marketing is a water discipline in creating products or services and only sales. Of course, quality will always be and always will be in the first place, but also the distribution, price and promotion of the three components that have a quality form and the final result. The main objective of this study is to determine the factors of marketing that set the crucial development of small and medium-sized enterprises in the catering economy. Creating a specific offer they responded to the requirements of the guest, they achieved a positive result. Given the dynamism of the market, it is interesting to explore how small and medium-sized family businesses are able to delay the time and resources to make their product or service recognizable in the market.