Reception of the Gastronomic Culture of Russia by Modern Restaurant Business in a Post-Coffee Situation

Abstract

Relevance. The sphere of the restaurant industry considered in the article is in close contact with the economy of a particular region, as well as the economy of the country as a whole. The authors are convinced that the restaurant business, like many others, has suffered from the conditions of the coronavirus: a number of restrictive requirements were introduced in the service sector, enterprises were limited in the volume of services provided, in the ways of promoting services on the market. It is concluded that the given strategy of reforming the restaurant product in the economic reception of the gastronomic culture of Russia will give an incentive to the development of the domestic restaurant product.The purpose of the article is to provide an economic justification for the reception of the gastronomic culture of Russia by modern enterprises of the restaurant industry. Objectives: study of the theoretical foundations of the gastronomic brand; consideration of the historical aspect; formulation of a strategy for reforming the restaurant product in the economic reception of the gastronomic culture of RussiaMethodology. To analyze the works of domestic specialists who covered various aspects of restaurant services, state statistics and documentation, the authors relied on such methods as statistical and economic analysis, comparative assessment, causal analysis.Results. Based on the study of the theoretical foundations of the gastronomic brand as a phenomenon of economic theory and taking into account the historical aspect, recommendations were formed on reforming the domestic restaurant product at the reception of the gastronomic culture of Russia.Conclusions. The expert assessment of the economic efficiency of the gastronomic culture of Russia at the enterprises of the restaurant business reveals the problems of the domestic restaurant business. The presented reception routes are based on economic factors, the determining indicators of restaurant activity over the past 2 years are taken into account. According to the authors, the main factors of reforming the restaurant business in the post-crisis period are: the cultural and historical potential of the region, the conceptuality of institutions, target (consumer) audiences, the pricing policy of the enterprise, state support. The above justification will give an incentive to the development of the domestic restaurant product and will lead to an increase in the tourist attractiveness of the regions.