True cost restaurant digitalization strategies

Abstract

Two key trends are currently influencing the activities of public catering enterprises in Russia: a decrease in the purchasing power of the population and the development of a digital consumption model by people. For individual formats of institutions, adaptation to these two trends can be associated with significant difficulties. These formats include restaurants with fair prices, using a separate pricing model to reduce the cost of a comprehensive restaurant service. In order to solve this problem, five strategies have been developed in this article to adapt the separate pricing model to the digital format of restaurants. The criterion of differentiation of the proposed strategies is the level of preservation of the features of the business model of a traditional (offline) restaurant of fair prices when it is transferred to a digital environment. It is noted that the fair price model relies on a system of explicit and implicit restrictions, therefore, for its successful digitalization, it is necessary to develop a system of restrictions corresponding to the specifics of online business. it is necessary to transfer to a digital environment. The main result of this study is the development of recommendations for the adaptation of restaurants with fair prices to the digital model of the organization of activities.