Креативно-інтелектуальна складова –драйвер ресторанного бізнесу

Abstract

The article considers the current state and role of the creative and intellectual component of the restaurant industry in overcoming the crisis of the service sector in a pandemic and the spread of Covid-19 and the specifics of the restaurant industry in Ukraine in the pandemic and opportunities in accordance with existing corporate assets. The aim of the study was to conduct an analytical review of the state and prospects of the restaurant industry in the country and develop recommendations for the use of internal corporate resources and assets of the restaurant sector in the Covid-19 pandemic. We have used a set of general and special methods in this article (they are historical and logical method, method of analysis and synthesis, diagram method, scientific abstraction). We reviewed the literature and used some staffing interpretations. The carried-out analysis of creative and intellectual capital of the enterprises of the restaurant industry taking into account specifics of the have been used to support existing managerial policies for better retention practices and management of resources, for better management practices of the enterprises. It is established that after the deep crisis of 2020, there is a gradual increase in the volume of services provided to the population by catering establishments. It is proposed at the initial stage of recovery of the restaurant industry to emphasize the importance of increasing intra-corporate resources of food establishments. The results of our study prove the fact that in the period of reformatting the business strategies of restaurants and increasing the adaptability of food establishments during the pandemic, as well as in the future, human resources and intellectual assets will form the dominant entrepreneurial success and the creative space of restaurants. It is determined that the creative and intellectual assets of the restaurant industry are activators of the development of this sector of services, as well as the space for the formation of innovative forms of organization of food establishments.