EXPERIENCE OF USING THE LOCAL MENU AS A MODERN TREND ON THE EXAMPLE OF LEADING DOMESTIC AND FOREIGN RESTAURANT ESTABLISHMENTS

Abstract

The research examines aspects that study in detail the concept of a local menu, its advantages, challenges and opportunities for implementation, as well as practical examples and recommendations for restaurateurs. Concepts such as “local cuisine”, “local menu” and the possibility of its implementation in domestic restaurants are considered. Outstanding local dishes of different countries of the world and regions of Ukraine were studied. The concept of food “from the farm to the table” is considered and its characteristics are provided. It has been established that price is one of the key factors affecting competitiveness. It has been proven that developing a menu based on local and farm products is a real and promising strategy based on small conceptual establishments that will be able to more easily adapt to all the nuances of localization. Practical recommendations are provided that can help to correctly and effectively implement the “local menu” strategy, and the positive impact of the implementation of this strategy is given, which is reflected not only in the restaurant industry, but also reflects the importance of local products, promotes culinary diversity and supports the local community and develops the economy. The restaurant industry is constantly developing and changing, and modern trends affect its dynamics and direction. One of the most relevant and significant trends of recent years is the popularization of local menus in restaurants. Consumers are increasingly interested in the origin and quality of the products they consume. The local menu meets this need as it offers dishes made with local, fresh and quality ingredients. Restaurants that offer a local menu can have a competitive advantage because they meet consumer demand and differentiate themselves in the market. This can lead to an increase in the popularity of the establishment, an increase in the number of customers and an increase in profits. The obtained results of this study can have important practical significance for restaurateurs and restaurant industry specialists to improve business strategies, develop new menus and attract more customers, meet modern consumer needs for quality and authentic food products.