Abstract
The article defines the peculiarities of managing the competitiveness of the enterprise in the field of restaurant services. It was determined that the modern economy of Ukraine determines specific requirements for increasing the level of competitiveness of these enterprises. The peculiarities of competition in the field of restaurant business are defined in detail, taking into account its rapid development dynamics. All specific factors affecting the field of hospitality have been analyzed. The essence and significance of increasing competitiveness, programs for its improvement, as well as managing the competitiveness of a restaurant enterprise are determined. The principles underlying the management of the competitiveness of restaurant business establishments are analyzed and characterized. A program for increasing competitiveness in restaurants has been schematically developed, which includes price and non-price methods of struggle. The method of evaluating the marketing potential of competitors by enterprises of the restaurant business is given. The stages of development of the restaurant competitiveness improvement program are defined in detail and schematically shown. It has been established that the restaurant business has a fairly high level of dependence on all changes in environmental factors, as well as on the conditions for the development of consumers' culture, their level of income and the formation of habits. That is why it is necessary to constantly make changes to the implemented strategy under the influence of factors of the external and internal environment. According to the results of the research, it was determined that the state of competition in the restaurant market is characterized mainly by the development of price competition between individual restaurants of the same price niche. The reason for this is the relatively low level of income of the majority of Ukrainians, as well as the undemanding quality of restaurant service. Therefore, it was determined that modern business conditions are related to the high dynamism of the external environment of restaurant business enterprises, the complexity of information technologies, the globalization of business, which actualize the issue of managing the competitiveness of the enterprise.
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