FORMATION OF ANTI-CRISIS MODEL OF RESTAURANT BUSINESS DEVELOPMENT IN UKRAINE

Abstract

The current state of development and "survival" of the hotel and restaurant business in conditions of quarantine restrictions during the pandemic is characterized by uncertainty, the so-called collapse and requires new creative ideas and effective management decisions. The relevance is also aggravated by the fact that the restaurant business differs from all other types of business in specific features, the inseparability of production, provision and consumption of services, the complete and direct dependence of the profitability and profitability of the business on effective and direct communication with guests (consumers), and experienced a rather painful blow to the activity. The main strategies for the development of the restaurant business should be aimed at overcoming the business risks that arose during the pandemic. It is important to find ways to overcome the crisis in the restaurant business is relevant, as well as the restoration of their effective functioning in the already updated service market. Accordingly, the article carried out theoretical-methodological and practical analysis of the features of the functioning of restaurant businesses during the period of quarantine restrictions. The critical moments and opportunities that ensured the "survival" of the domestic restaurant business, acting as so-called "life jackets" in different periods of the COVID-19 pandemic, have been identified. The key problems and prospects of overcoming the crisis by restaurant enterprises are analyzed. Some aspects of state support for business in a pandemic have been studied. The strengthened sanitary and hygienic requirements for the functioning of restaurant business institutions during the pandemic are summarized and systematized. The importance and necessity of forming an anti-crisis policy at the enterprise is justified, the initial element of which should be the gradation of goals and expectations from the business for all stakeholders of the process. Based on the generalization and systematization of key parameters and conditions of the modern functioning of the restaurant business in Ukraine and taking into account its promising trend development, an anti-crisis model of the development of the domestic restaurant business was designed, which is segmentally divided into four blocks of technologies (economic-organizational, managerial, corporate-social and reputational) and provides for the introduction of a service management system. To ensure effective implementation of the designed anti-crisis model, a structural algorithm of its implementation mechanism is justified, which provides for a set of interconnected and systematized key tasks, which are conditionally divided by levels and content of implementation and three categories (management, service (including production), optimization).