Strategic Issues of Restaurant Business Development in Pandemic and Post-Pandemic Periods

Abstract

Under new economic conditions caused by pandemic restrictions restaurant businesses have to radically change their development strategy and make serious changes regarding marketing and management policies. In the context of recent events, the article looks into studying and applying new concepts of business development in the field of public catering under self-isolation and quarantine measures, as well as in the post-pandemic period. The conceptual framework regarding marketing tools used in the restaurant business in particular and in the catering market in general was clarified. Thus, the following categories were defined: the restaurant market, strategy of restaurant business development, and transformation of restaurant maintenance during the coronavirus pandemic. By means of statistical and factor analysis methods, as well as quantitative and qualitative empirical indicators, the state of the restaurant business during the pandemic is assessed, and the reasons for the decline in the restaurant services market during the study period are established. Upon analyzing modern literature and statistical data, we proposed prospects for restoration and development of the restaurant industry using marketing strategies in the post-pandemic period. Some possible strategic measures and tactics for adjusting the restaurant business to the conditions of pandemic and post-pandemic periods are examined and analyzed.