Restaurant Establishments Research Articles

Abstract In recent years, as consumer income levels have increased, restaurant customers’ preferences have changed, and this is especially reflected in ALCR customers with high service quality. The research was based on the hypothesis that ALCR’s service quality is high. In this study, tourism professionals and academicians aimed to evaluate the product and service quality offered by restaurants — a service sector that aims to provide high-level service — using the secret shopper (SS) method. In the research, 311 restaurant establishments serving in Istanbul, a mega tourism city, were evaluated using the SS method. Since the SS method is an observational technique, the research took a long time (12 months). As a result of the research, it was determined that interaction (p <0.001), physical environment (p < 0.001), management (p < 0.001) and output (p < 0.001) values increased in all restaurant establishments. It was determined that the highest increase was in FDR businesses (p < 0.001). The SS method is commonly used in different service sectors but not in the restaurant industry, and this study applied it here for the first time. The study concludes that inspecting restaurants using SS would increase the quality of the businesses and recommends that tourism professionals apply this method.

Topicality. The relevance of the selected study grounds on the fact that recent global events such as the armed aggression of the russian federation against Ukraine in 2022 and the COVID-19 pandemic have made significant changes to the usual rhythm of life of everyone, regardless of the country of residence. These circumstances form the basis for studying and analysing the development of hotel and restaurant establishments in the face of global threats with the further aim of creating a comprehensive system of sustainable development, which, in turn, will become an important direction in ensuring the national economy’s development. The aim and methods. The aim of the study is to analyse the current situation in the formation of the concept of development and modernisation of competitive hotel and restaurant establishments in the face of global threats. The research methods are based on the analysis of specialised literature on the research problem, covering the basics of the Concept of Development, generalisation and synthesis of the studied material for further work on the problem, data collection and statistical groupings, mathematical calculations, construction of graphic materials, application of economic research methods, systematisation of the obtained material, implementation of research and experimental work. Results. The article studies the activities of the hotel and restaurant industry in constrained conditions based on domestic and foreign experience; describes the concepts of development of the service sector from classical interpretations to modern challenges; describes the organisation of the hotel and restaurant business based on the fundamental principles of the military sphere, and forms a concept of development and modernisation of competitive hotel and restaurant establishments in the context of global threats. Conclusions and discussion. The scientific novelty of the article grounds on the development of scientific and practical recommendations aimed at ensuring the sustainable development of hotel and restaurant establishments in the context of global threats. The practical significance lies in the fact that the scientific and practical provisions of this research can be implemented in the hospitality industry in order to increase resilience in the face of global threats.

Topicality. The research covers a wide range of aspects – from theoretical foundations to practical implementation strategies, with an accent on using promising technologies as cata­lysts for the development of the hospitality industry. The article provides a thorough analysis of scientific and practical studies and methodologies for the implementation of robotics and artificial intelligence, substantiates current tendencies and challenges of the industry according to current conditions. The organisational and economic mechanisms of robotisation of business processes are studied. Their influence on the efficiency of enterprises is assessed. It is proven that the implementation of robotics and artificial intelligence is a key factor in enhancing the competitiveness of establishments in today’s conditions. Aim and methods. The aim of the article is to theoretically ground recommendations for increasing the efficiency of implementing robotisation of service and production processes in the restaurant establishments. The research methods are based on general scientific and special methods of cognition, in particular: system analysis, synthesis, comparison, generalisation, statistical analysis, economic and mathematical modelling and expert assessments. Results. The interrelationship between robotics and artifi­cial intelligence is determined, types of artificial intelligence and methods of their applying in the hotel and restaurant business are considered. It is established that robotics is a key factor in increasing the competitiveness of establishments in current conditions, ensuring the optimis­ation of operational processes and improving the quality of service. The study shows that the successful implementation of robotic systems requires a comprehensive approach that covers technological, organisational and managerial aspects of business process transformation.

The built environment and food environment have been well documented as correlated factors of obesity, but literature has paid less attention to how these environments interact with racial and ethnic composition to affect obesity. This study examines the racial-ethnic context of obesity concerning the built environment and food environment in a racially segregated city, Chicago. The obesity data was sourced from the Healthy Chicago Survey, which gathered information through landline and cell phone interviews with adults aged 18years or older. The built environment was measured by density, diversity, and design: the density was measured in 1000 residents per square mile within a community; the design of the built environment was measured by the intersection density; and the diversity was measured by the entropy index for land use mix. Spatial statistics were used to identify local clusters and outliers of built environments. We used the North American Industry Classification System codes to distinguish different types of food stores. We used ordinary least squares regression models to examine the effects of the built environment on the obesity rate and included interaction terms to investigate how the built environment interacts with racial composition to impact the obesity rate. Our results show that population density had a positive association with obesity rates when the African American population percentage increased. Both intersection density and the land use mix were negatively associated with obesity rates. However, as the percentage of the African American population increased, the magnitude of the negative association between the intersection density and obesity rate decreased, while the magnitude of the negative association between the land use entropy index and obesity rate increased. Besides, built environments are more important than food environments in reducing the obesity rate, although grocery stores showed negative effects on obesity while restaurant establishments showed positive effects on obesity. We provide suggestive evidence that improving urban planning and design to increase the intersection density and land use diversity might significantly reduce the obesity rate, although race was significant in the obesity rate, and the magnitudes of effects of intersection density and land use diversity on the obesity rate differed in African American communities. This evidence highlights the importance of considering demographic factors in designing and planning urban environments to promote public health. Race significantly influenced the obesity rate, with varying effects observed in African American communities. Our findings suggest that tailored urban planning strategies might be necessary to effectively address obesity in different populations.

A modern tool for business development is the transition of enterprises to implementing the initiative and methodology of continuous improvement with the main elements: directing the development vector towards digitalization, integrating modern software products and technical means into the implementation of business processes and implementing the principles of sustainable development. The hospitality industry is a socio-economic phenomenon that is changing towards personalized service. The introduction of artificial intelligence as a component of a technological solution in the technology of organizing the production process and in the process of managing a hospitality establishment has changed the approach to functioning in a competitive environment. Innovation in digital transformation is a factor that determines the level of competitiveness and economic well-being of a hospitality establishment. The competitive struggle for the guest and for the market segment in which the institution operates directs its development to meet the personalized needs of the guest in difficult economic, environmental, social and political situations.. The need to create a quality product or service with a sufficient level of economic efficiency and competitiveness has provoked the search for ways and modern tools that will ensure the possibility of the establishment operating 24/7 with an automated service system and a management system in remote operation mode. Integrating the principle of continuous improvement based on the Deming Cycle and digital transformation tools into the management system has become a modern model of competitive business. The introduction of artificial intelligence-based technologies into the guest service process has completely changed the mechanism of providing a service or preparing a finished product, ensuring a higher level of efficiency and quality. The use of virtual assistants has replaced guest booking services, answering traditional questions, and informing about possible services that the establishment can provide. The implementation of sustainable development goals has become the basis for energy and resource efficiency in hospitality enterprises, which contributes to resource conservation and improved economic performance.. The integration of digital technologies into the business process of hotel and restaurant enterprises has changed not only the technology of service provision, but also the institution's management system, management system, and marketing system.. The gradual improvement of management technology and business processes, based on the principles of the PDCA cycle, is the main approach to the development of hospitality enterprises and a way to meet the demands and needs of modern guests. Intensive digitalization has become an indispensable tool for effective personalized service for visitors to hotel and restaurant establishments.

The tourism and hospitality industry was adversely impacted by the COVID-19 pandemic. Restaurants were affected greatly as businesses shut down because of the lockdown restrictions and limited movement within the country. There were distinct customer behavioural differences when visiting and dining in restaurants. These establishments were expected to execute the recommended safety protocols. Due to the lack of South African studies of this nature, this paper explores the shifts in customer behaviour when customers paid visits to various restaurant establishments in the Gauteng province of South Africa. Using the convenience sampling technique, the study achieved a valid sample size of 156 respondents by visiting ten restaurants. A quantitative research method was applied for an existing questionnaire that included Likert scale questions as well as open ended questions. The data was analysed using an exploratory factor analysis (EFA) as well as a dimension reduction technique. Findings indicate that customers’ behaviour has radically changed when dining out as a direct result of COVID-19. Quantitative analysis illustrates three factors: delivery service option, hospitality establishment hygiene and cleanliness and safety measures are viewed as the distinctive behaviours that customers were gravitating toward as lockdown restrictions eased. Open-ended responses were analysed using content analysis whereby three themes emerged, namely: feelings of being unsafe; fear of contracting the virus and willingness to return to restaurants. Aspects such as cleanliness, physical environment and availability of delivery services are significant when it comes to customers’ willingness to dine in hospitality establishments during the COVID-19 pandemic.

Ensuring food safety is a fundamental priority for public health. The catering sector has become prominent as a convenient and cost-effective method of food supply worldwide. Adherence to proper food hygiene practices is crucial for preventing foodborne diseases. The inspection of food items is a key component of internal controls that enables the identification of non-compliance with food hygiene standards. The present study aims to assess Attica restaurant businesses' compliance with international food hygiene standards (FAO/WHO Codex Alimentarius) and European legislation on unsafe food. From January to July 2023, 74 randomly selected restaurants of small, medium, and large capacity in Attica were examined through inspections in terms of compliance for food hygiene standards. The inspections were based on (a) the completion of forms and (b) the collection of water and food samples for laboratory microbiological analysis. Data were collected using a predefined form, referencing the manual of Codex Alimentarius regarding food hygiene standards (CAC/RCP 1-1969/CAC/RCP 39-1993). Additionally, the assessment included the identification of unsafe food placement in accordance with Regulation EC/178/2002 on food safety, as well as Greek national legislation (European Commission, 2002; Hellenic Republic, 2006, 2014). The highest non-compliance rates are in "adequacy of facilities" (14.12%), "equipment maintenance and sanitization" (12.30%), "pest control" (12.45%), "personal hygiene" (7.58%), and "efficient separation of raw materials" (9.76%). Non-compliance rates for other food hygiene parameters (cooking practices, meal apportionment, storage, transport, reheating, etc.) were considerably lower. The inspection results showed that medium-sized restaurant businesses present the highest rate (56.41%) of total non-compliance compared to large-sized businesses (29.68%) and small-sized businesses (13.91%). This study demonstrates that restaurant businesses generally adhere to food hygiene and safety standards at a satisfactory level. There is a need for restaurant operators to prioritize enhancing compliance, particularly in addressing critical issues that could potentially result in outbreaks of foodborne diseases.

The article examines the impact of social media marketing on the activities of restaurants in Transcarpathia. It is noted that social media as a new space for the existence of consumers is useful not only for them, but also for enterprises in order to promote brands, goods, and services. It is noted that these media determine the promotion of the enterprise's goods, in particular, allow it to attract and retain the attention of the target audience; to form a positive image and brand of the company; promote goods and services on the market; to inform the target audience or potential consumers about the appearance of a new product, about a price change; explain the features of the product and its use; to form consumer loyalty to the brand, product, enterprise; to remind consumers that they may need the product in the near future; provide support for awareness of the product or service at the highest level; to reinforce consumers' decisions about making the right choice, etc. It is emphasized that restaurant marketers should take into account that the content they post on different social networks should be different. For example, on Instagram, people mostly look at photos or videos, on Facebook they are ready to read, take part in polls and sweepstakes. Therefore, scientists emphasize, messages should be formed not according to a social network, but according to the specific marketing tasks of a restaurant, and specific social networks are selected for the implementation of these tasks. The influence of social media marketing on the activities of restaurant establishments is illustrated by the leading restaurants of Transcarpathia. At the same time, it has been proven that among the most popular tools in social networks is the designation of posts and reposts under the name “hashtag”, the click of which makes it possible to turn the word following it into an active link. An analysis of individual Transcarpathian food establishments shows that there is a share of them that do not use social networks at all, some establishments (and the vast majority of them) are registered in 1–2 networks (mainly Instagram and Facebook), and a smaller share of restaurants use 3 or more social networks. The problems of local food establishments when using SMM marketing tools have been identified. In particular, it was noted that the region's restaurant business enterprises do not use social media correctly, which is manifested in the following manifestations: the vast majority of restaurant business establishments either do not consider it appropriate to carry out activities in social media, or concentrate on a significant amount of resources; restaurants create low-quality content and do not focus on visualizing their activities; duplicate information on all the resources they use, without taking into account the features of social media; the expansion of the audience on the pages occurs due to the number, without taking into account the portrait of the potential consumer of restaurant services. This indicates the unformed positions of the restaurant industry regarding the use of social media and the lack of systematicity in this process. The main reasons why restaurateurs do not plan to use social media or have not yet initiated its use include: expectation of immediate effect, lack of alignment with the concept of the restaurant, skepticism, waiting for the brand or head office to initiate the use of social media, lack of knowledge, slow decision-making. Measures aimed at improving the efficiency of their use are outlined. It was found out that in order to improve the situation, it is necessary to: increase the target audience, increase the quality of content, respond in a timely manner to comments, questions, problematic situations, more attention should be paid to true statistics, which will give an objective picture of the promotion process. When conducting advertising campaigns in social networks, it is important to take into account their specificity. It is also necessary to take into account that the restaurant is not only the sender, but also the recipient of messages. The need for social networks is especially acute in the conditions of the coronavirus pandemic. With the help of SMM mechanisms in the restaurant business, you can constantly maintain contact with regular customers, attract new ones, sell dishes and products for their preparation online, which will make it possible not only to maintan the customer base, but even to increase it.

The article reveals the meaning of the term “slow food”. The main ideas of the “slow food” philosophy and the principles that have remained unchanged since its formulation to this day are analyzed. It is proven that the emergence of the “slow food” philosophy has become a kind of response to the acceleration of the globalization process, marked by the dominance of transnational corporations – food producers and global chains of fast food establishments, which threaten national cuisines and local cooking traditions with their activities. The history of the launch of the international “slow food” movement is highlighted, aimed at opposing globalization and supporting and preserving local gastronomic traditions, healthy eating and enjoying food, as well as being marked by concern for the environment, supporting local producers and creating added value/value for tourist destinations. It is stated that the “slow food” movement originated in Italy and from there spread to civilized countries of the world. The founder of the ideas that formed the basis of the movement was the Italian writer, public activist Carlo Petrini. This movement appeared in Ukraine in 2004, since then it has been developing steadily, and the number of its members and supporters is increasing. Based on the analysis of scientific articles and publications on authoritative Internet resources, the role of the “slow food” movement in the gastronomic culture of Ukraine in the modern period has been determined. The restaurant establishments of Ukraine that are consistent supporters of “slow food” and introduce local dishes and local gastronomic traditions into their menus have been listed. It has been proven that local traditional food in a modern author's interpretation can turn into a powerful magnet and form a tourist destination brand. Attention is paid to the “Ark of Taste” project, initiated by supporters of the “slow food” movement, which is a kind of Red Book of breeds, varieties and processed products that are on the verge of extinction. Nine such atlases have been published so far, the last of which was published in 2023 and is dedicated to Ukraine.

The restaurant business is one of the most dynamic areas of entrepreneurship, which includes not only the preparation of food, but also the organization of work to meet the needs of customers. Innovation management, implementation of modern technologies and customer interaction programs play a key role in increasing competitiveness. In modern conditions, the enterprise must use new approaches to attract customers and increase profits. Innovative technologies improve service and contribute to increased revenues, but it is important to analyze their impact so that profits exceed costs. Innovation is one of the main drivers of the restaurant business. The quality of food and service are no longer the only factors in the development of the restaurant business. Guests perceive innovation in restaurants as a self-evident phenomenon. At the same time, it should be noted that the level of competition is growing, consumer preferences are rapidly changing, which in general determines the need to change not only the development trends of the restaurant business, but also the formation of innovative concepts or a fundamental change in the policy of restaurant enterprises. The problem is that many restaurants still do not pay due attention to finding and implementing innovations in the restaurant business to promote services or create an interesting concept that would reflect trends and develop the restaurant according to the existing restaurant concepts market. The study of trends in the development of the restaurant market, the analysis of existing trends in this area, the active use of innovations in the development of the restaurant and the promotion of its services will lead to sustainable development and give the restaurant competitive advantages. Innovative trends are becoming relevant in the market of restaurant services. The main trends in innovations that have begun to transform the activities of restaurant establishments are especially relevant. The article is devoted to the analysis of modern innovative trends: robotics, process automation, artificial intelligence, Internet of Things IoT, interactivity, Big Data control system, innovative kitchen concepts, image and creativity, etc. This can help bring the restaurant to a new level of development and make it successful.

Objective. Analysis of the theoretical principles of service quality management in hotel and restaurant business establishments. Methods. The following research methods and techniques were used in the research process: analysis, synthesis (to substantiate existing theoretical approaches to the essence and assessment of service quality management in a hotel and restaurant enterprise), generalization and systematization (to identify existing scientific approaches), comparison (when comparing scientific approaches of scientists to theoretical aspects of service quality management in hotel and restaurant business establishments), abstract-logical method (to formulate conclusions), graphic and tabular methods (to visualize the research results). Results. A study of the views of scientists on the essence of the concept of service quality in hotel and restaurant business establishments demonstrates significant diversity. Each author focuses on different aspects of management and organization of processes that contribute to achieving a high level of service in this area. A study of the views of scientists on the essence of the quality management system revealed a variety of approaches to its interpretation. All authors recognize the importance of the quality management system for ensuring the sustainable development of the enterprise, and also emphasize that this system is a set of business processes aimed at constantly meeting customer needs and increasing their satisfaction. Based on the analysis of scientific literature, it was established that there are no unified methods for assessing service quality management in hotel and restaurant establishments. Existing methods have a different set of indicators and do not always provide clear guidelines for determining further development, which complicates the analysis and management processes. The application of an improved method for analyzing service quality management in the hotel and restaurant business is proposed, which provides a comprehensive analysis of service quality management in eight stages: general characteristics of the quality management system; analysis of compliance with service quality standards in a hotel establishment; analysis of the material and technical base of a hotel and restaurant establishment; detailed analysis of reviews and responses to guests' impressions of their stay; conducting short surveys and polls based on the SERVQUAL method for new guests; analysis of service quality using the "secret call" method and a secret guest visit; analysis of the work of employees, improving their professional level; providing recommendations for improving service quality management in a hotel establishment.

The article explores contemporary trends in the restaurant business, specifically in the context of the development of third-wave restaurant establishments. The article analyzes the influence of innovations and technologies on the gastronomic industry, compares third-wave restaurants with traditional restaurant establishments, and identifies key differences in their organization and operation. The authors examine the use of innovative technologies such as artificial intelligence, data analytics, and automated management systems. Examples of the application of these technologies in the restaurant business are provided, including demand analysis, inventory management, and customer recommendations. The article discusses the difference between third-wave restaurants and traditional establishments in choosing culinary concepts and approaches to menu formation. The authors emphasize the individualized approach to cooking technology and the introduction of the innovative dishes in third-wave restaurant enterprises, characterized by a deeper understanding of modern gastronomic trends and customer preferences. A shift in focus towards individualized service and active interaction with guests through social networks is noted in third-wave restaurant establishments, compared to the potentially more formal approach of traditional establishments. The role of third-wave hospitality establishments in implementing sustainable development concepts is considered. In conclusion, the authors express the belief that third-wave restaurant establishments have the potential not only to transform the gastronomic landscape but also to become key contributors to the development of the restaurant business in Ukraine. It is noted that their innovations and technological approach can set new standards for service, menu diversity, and attitudes toward environmental impact. The article concludes by highlighting the need for the further research in this area and the prospects for the development of the restaurant business in Ukraine in the face of the growing popularity of third-wave restaurant establishments.

Objective. The objective of the article is to analyze the current state of domestic restaurant establishments and identify the main problems of their functioning. Methods.. The following methods are used to identify the current problems of domestic restaurant establishments: the method of analysis and synthesis (for analyzing and assessing the problems of domestic restaurant establishments), the method of systematization and generalization (for identifying the key problems of domestic restaurant establishments), the abstract-logical method (for forming conclusions). Results. Тhe article examines the current state of domestic restaurant establishments, identifies the problems of their functioning, namely: insufficient level of innovation, inefficient use of resources, staff turnover and the presence of global problems (quarantine restrictions and a full-scale war in Ukraine). High staff turnover is a significant problem that affects the stability of the work of establishments that are constantly losing qualified employees and cannot provide constant quality of service. Quarantine restrictions and a full-scale war in Ukraine have become additional factors that have seriously complicated business in the restaurant sector, which has led to a decline in demand, changes in consumer behavior and the need to adapt to new realities. The main goals of domestic restaurant enterprises have been identified - improving the quality of services and maintenance; market positioning; effective cost management and pricing; technology development.

Methodical approaches to determining the current state and development trends of the restaurant services market which serve as a toolkit for forecasting future dynamic changes in the industry and planning measures for the adaptation of enterprises to the new conditions of the organization of their activities are considered in the article. The purpose of this article is the study of modern trends in the development of the restaurant services market and the formation of methodical approaches to their determination. In this study, based on the analysis of the external environment of restaurant establishments, the main methods for determining the current state of the catering services market are established, which include the methods of analyzing market stability, consumer preferences, competitive environment, and segmentation. With the help of the formed methodological toolkit, the following is carried out: survey of consumers; study of new popular dishes, recipes, technologies and trends in the industry; analysis of menus, concepts, price policy; forecasting future directions of industry development. The use of these methods allows: to determine the features of demand, supply and market equilibrium; evaluate and characterize changes in consumer needs; establish competitive advantages and disadvantages in the operation of the enterprise; determine the target audience according to established criteria. Based on the mentioned approaches and methods, the main trends affecting the development of the restaurant services market were identified and characterized. Thus, it was proven that the key directions of the development of the restaurant services market are the growing popularity of healthy food, the development of social media and information technologies, technological progress, and the development of gastronomic tourism. Certain methods are used as a tool for determining trends in the development of the industry, which provide the ability to adapt restaurant enterprises to dynamic changes in the service market. They include: marketing research methods, analysis of trends in the gastronomic industry, observation of competitors, cooperation with specialists and experts, analysis of changes in consumer demand. With the help of these methods, the main trends in the development of the restaurant business were determined, namely: economic, gastronomic, technological innovations, macroeconomic and demographic factors. These trends characterize the demand for restaurant services, the development of the restaurant business, digital development, changing consumption habits and the state of the consumer market.

The article examines the issue of introducing artificial intelligence in restaurant chains. The authors have studied the development of the restaurant chains market in Ukraine and the world, and identified significant differences in the scale and duration of the chains' development. The world's restaurant chains consist of thousands of establishments, while the largest Ukrainian chain is only 200 establishments. In addition, the vast majority of Ukrainian chains operate in the local market. The reasons for this are the short duration of network development, limited resources and difficulties in entering global markets. The article assesses the opportunities and risks of introducing artificial intelligence in restaurant enterprises, including demand forecasting, optimization and automation of processes and tasks, improving guest service and expanding the audience. Risks include a decrease in the role of staff, data privacy and security, management difficulties, and high implementation costs. The article analyzes the use of artificial intelligence technologies by restaurant chains in Ukraine and the world. The use of artificial intelligence technologies by Ukrainian restaurant chains is currently at the stage of experiments and individual implementations. At the same time, global networks are already making full use of all the possibilities of innovative technology. The reasons for this are the short development time of Ukrainian restaurant chains compared to the global average, limited resources, and the difficulty of entering global markets. The article also presents a study that was conducted in the form of a survey: “What do you know about artificial intelligence and the use of artificial intelligence in the restaurant business?”. The study has shown that people are well aware of what artificial intelligence is, but most of them do not know and have not encountered it during service in restaurant establishments. This study suggests that Ukrainian restaurant chains have great potential and prospects for implementing artificial intelligence technologies.

Uttarakhand's rich culture, with its flavorful cuisine, vibrant textiles, and melodious folk music, offers a unique opportunity to create a memorable dining experience. By incorporating elements like Himalayan-inspired decor, traditional dishes, and friendly service, your restaurant can transport guests to the heart of this beautiful region. This research explores the profound impact of Uttrakhand's unique cultural heritage on the design, ambiance, and overall experience of hospitality spaces, specifically focusing on restaurants. By examining various cultural elements such as cuisine, aesthetics, social norms, and values, the study aims to understand how these factors shape the distinct identity and appeal of Uttrakhand's restaurant establishments. Through a combination of literature review, in-depth interviews with restaurant owners and patrons, and field observations, this research will delve into the ways in which Uttrakhand's cultural heritage is reflected in the design, decor, menu offerings, and service standards of local restaurants. The findings will provide valuable insights for restaurant owners, designers, and tourism professionals seeking to preserve and promote Uttarakhand's cultural heritage through the development of authentic and memorable hospitality experiences.

The influence of macroeconomic factors such as war, labor shortages, inflation, rising energy prices and shortages, and work schedule restrictions, coupled with high competition in the restaurant market, declining revenues due to customer redistribution, and the need to follow global gastronomic trends, present challenges for all market participants. These factors require them to quickly adapt their marketing tools to changes in the marketing environment. The purpose of this article is to explore the features of restaurant marketing in terms of developing its tools and technologies in line with current market trends and the development tendencies of the national and global restaurant business. The object of the study is the marketing activities and tools used by restaurant establishments. Methods employed in the research include desk analysis and case study methods, as well as methods of analysis, synthesis, logical generalization, and the generalization of national and global experiences. The research hypothesis suggests that domestic restaurant establishments must update their marketing tools due to the significant impact of global trends in gastronomy, technology, and consumer behavior on the Ukrainian restaurant market. Main Content. The marketing activities of restaurant establishments are aimed at creating unique offerings, expanding the formats of establishments, enhancing the prestige of personnel, and developing customer experience. Special attention is given to branding, the role of the chef, new formats of establishments, and their concepts, which define competitiveness and demonstrate the potential for meeting the growing needs of modern consumers. The authors analyze the impact of marketing strategies on customer retention, emphasizing the importance of focusing on consumer value and maintaining continuous feedback with clients. The article also highlights that modern restaurateurs must adapt to digital marketing tools, social and ethical marketing, and new concepts that form a unique restaurant product. The authors note the integration of the Ukrainian restaurant market with global gastronomic trends, while stressing the importance of considering national peculiarities. Popular concepts, such as eco-responsibility, healthy eating, plant-based food, local and organic products, new customer interaction methods, innovative service formats, and others, are discussed. Originality and Practical Significance of the Study. Through a detailed analysis of current trends and the specifics of restaurant marketing, the article offers practical recommendations for restaurateurs on adapting marketing tools to a changing market environment. Conclusions and further research.. The marketing activities of restaurant establishments should focus on social-ethical and partnership concepts, which will help build long-term, mutually beneficial relationships with customers and partners, foster trust-based loyalty, and ensure stable growth in the post-war period. Given changes in consumer preferences, the importance of sustainable development, and social responsibility, it is advisable for restaurants to adapt their strategies to meet new customer expectations. The development of innovative marketing strategies and the implementation of new marketing tools are critical for building long-term relationships between restaurant establishments and their clients and partners in a rapidly changing market environment, high competition, and social uncertainty. The findings of this study may serve as a basis for future academic developments in marketing and management practices in the restaurant business.

Among the large number of biologically active substances contained in the fruits of Sophora japonica L., the extraction of flavonoids, substances of medium polarity, is particularly important. The process of extracting them with vegetable oil from fruits is quite complicated. The object of research is the kinetics of the process of extracting flavonoids from Sophora japonica L. fruits with sunflower oil. The influence of temperature, duration, and hydraulic modulus on the extraction process, as well as on the derivation of the equation of the mathematical model, is studied. Mathematical modeling methods are used in the research. Processing of experimental data for the study of extraction kinetics in the vegetable oil:vegetable raw material system is carried out using the Statistica statistical package. In order to derive the equation of the mathematical model of the process of extracting flavonoids from Sophora japonica L. with sunflower oil, the influence of temperature, duration and hydromodulus on the process of transition of the target component – flavonoids to the extract – is investigated. A mathematical model of the dependence of flavonoids on the hydromodulus (H=10–25), temperature (t=25–45 °С) and the duration of the extraction process of Sophora japonica L. (τ=2–10 h) is obtained, which makes it possible to calculate the content of flavonoids with an average relative with an error within 5 %. On the basis of the conducted experimental studies, basic technological schemes for obtaining unrefined sunflower oil of increased biological value are developed, which includes the following stages: preparation of raw materials, treatment of prepared raw materials with sunflower oil during dilution and mixing, separation of oil from raw materials by filtering. The proposed technology is promising, as its implementation is possible not only in food industry enterprises, but also in restaurant establishments, as it does not require expensive equipment, additional production premises and special training of personnel. The mathematical models of the extraction process of Sophora japonica L. with unrefined sunflower oil proposed in the work allow to select the extraction parameters with a high degree of probability and offer the consumer flavonoid-enriched sunflower oil of increased biological value.

Objective. The objective of the study is to substantiate a methodical approach to the assessment of management of the development of restaurant business entities applying the method of taxonomic analysis. Methods. The research methods are the dialectical method of scientific knowledge, systematization, generalization and decomposition (for the analysis of the methodological foundations of the evaluation of the management of the development of restaurant establishments, the justification of the methodical approach to the evaluation of the management of the development of restaurant business entities), the abstract-logical method (for the formulation of generalizations and conclusions), taxonomic analysis (to assess the management of the development of the restaurant business entity), graphic and tabular methods (to visualize the research results). Results. The analysis of the scientific literature on the assessment of management of the development of restaurant business entities shows the presence of various scientific approaches. Taking into account the sectoral features of the restaurant business, for taxonomic analysis we offer the following indicators of management of the development of the restaurant business entity according to the following main components of development: marketing, personnel, material - technical, financial. Taking into account the indicators of the main components that have an impact on the management of the development of restaurant business entities, the conceptual descriptive model of the taxonomic analysis of the management of the development of the restaurant business is substantiated. Approbation of the proposed conceptual descriptive model of taxonomic analysis was implemented on the basis of one of the restaurants. The obtained results indicate a low level of the coefficient of development management of the entity of the restaurant business under the analysis. The proposed methodological approach to conducting a taxonomic analysis of the management of the development of restaurant business entities allows business entities to identify problems in their development, adjust their restaurant business activities and influence the improvement of individual components of development.

Introduction. The relevance of studying consumer behavior characteristics in the restaurant business segment stems from economic factors, including the population’s income level and inflation, which impact consumer behavior in the restaurant industry. This study aims to identify the peculiarities of the restaurant market and consumer behavior in the Moscow restaurant services market. Materials and methods. The research materials consisted of scientific articles, books, and publications on consumer behavior in the restaurant business and marketing strategies in this area. Results. Within the framework of the study, three stages were implemented. At the first stage, an analysis of the macroenvironment of the Moscow restaurant market was conducted to identify external factors influencing the modern restaurant business. External factors that have both positive and negative impacts on the development of the restaurant industry were structured and described. At the second stage, to identify the main trends in the Moscow restaurant market, a content analysis method was used to examine the websites of Moscow restaurant business establishments with high rating indicators, based on data from the Yandex neural network. The main trends in the Moscow restaurant market include the orientation of restaurants towards preparing healthy meals and vegetarian cuisine, the use of farm products and local ingredients in prepared dishes, the introduction of technological innovations that simplify the consumer experience, a focus on sustainability in the business model, and a variety of restaurant formats. At the third stage of the study, a survey was conducted among visitors to restaurants and cafes in Moscow to identify the characteristics of their consumer behavior. The identified consumer practices in the restaurant market indicate, on the one hand, the active involvement of the audience in visiting restaurants, cafes, and bars in Moscow; on the other hand, the use of restaurant delivery services through restaurant websites or mobile applications. The dominant influence of rational factors was revealed when consumers choose a restaurant to visit, changing the structure of consumer motivation when visiting restaurants and cafes. Conclusion. As areas of further research corresponding to the subject area , we designate: the study of changes in consumer practices under the influence of the VUCA environment; exploring the impact of digital and standard communication tools on restaurant decision-making; and examining the phenomenon of customers visiting restaurant establishments on a budget.