FORMATION OF COMPETITIVE ADVANTAGES OF RESTAURANT BUSINESS IN UKRAINE UNDER THE CONDITIONS OF EUROPEAN INTEGRATION

Abstract

The article examines the process of intensive development and globalisation of the restaurant business in Ukraine as a part of the service sector of the economy exposed to many factors different in strength, duration and areas of influence in the context of European integration. The article is devoted to the consideration of positive and negative factors influencing the development of hospitality. Among them are extensive and intensive. The development of hotel-restaurant business, its impact on the quality of life of citizens of Ukraine is considered. Particular attention has been paid to the changes and approaches which took place in the work of restaurants in pandemic and quarantine restrictions. The analysis of development of restaurant economy of Ukraine in 2003-2020 was carried out. There was a significant reduction in restaurants during 2014 - 2020. The direct dependence of the state of the restaurant industry of Ukraine on the development of its economy has been substantiated. It has been proved that the enterprises of the hospitality industry are gaining popularity, intensive development in conditions of political and economic stability, stable economic situation of visitors to restaurants, as well as preserved cultural heritage. Thus development of restaurant business is carried out in the conditions of European integration under the approved programmes. There is an introduction of new forms and methods of service. The analysis shows the relationship between the development of the restaurant business and integration processes. As a result of the study, an algorithm for assessing the level of competitiveness of restaurants was developed. The key criteria for the competitiveness of the restaurants have been established, namely: the level of customer satisfaction, quality of services provided, efficiency of management and organization processes in the restaurants, the level of corporate and social responsibility, competitive strategy of the restaurant and the competitive environment.