Restaurant service market: features of consumer’s behaviour and development trends in the USA, EU and Ukraine

Karabaza, Irina and Карабаза, Ірина Анатоліївна and Карабаза, Ирина Анатольевна and Malovychko, Svitlana and Маловичко, Світлана Вікторівна and Маловичко, Светлана Викторовна (2020) Restaurant service market: features of consumer’s behaviour and development trends in the USA, EU and Ukraine. Вісник Донецького університету економіки і торгівлі імені Михайла Туган-Барановського (1 (72)). pp. 83-91. ISSN 2079-4819

Preview

Text Karabaza_article_11_02_2020.pdf Download (425kB) | Preview

Abstract

It is especially important for the distribution of new restaurant franchises in the restaurant service market of Ukraine to understand the differences between the Ukrainian consumer and the consumers of the restaurant service in the USA and the EU, as well as the trends in the restaurant business in Ukraine and in the world. Factors that influenced the formation of a low level of nutrition in public places and the benefits to eat at home for Ukrainian consumers are identified (the exacerbation of the need for security as a result of the constant struggle for survival in times of war for independence and in times of starving; treating a restaurant as an exceptional event in a person’s life; condemnation by a frequent visitor of a restaurant as a negative phenomenon in society and demonstration striving for hard work and work in general; poor quality of restaurant and cafe products and lack of service culture at the beginning of the development of the restaurant industry in Ukraine (during 1991–2006); persistent conviction by the vast majority of the population that home-cooked food is more useful than restaurant food; low consumer revenue etc.). The main tendencies of the restaurant business development in the USA, EU countries and Ukraine are described in the article (reduction and slowdown of the industry growth in the next years in the world and in Ukraine; development of restaurant delivery services; reduction of the cost of food produced at the expense of economy on staff salaries; increasing consumer attention to online restaurant reviews before visiting, as well as actively positioning the restaurant business through Facebook, Instagram in the Ukraine waste from plastic waste in EU and US countries; development of fast food franchises with the concept of healthy ingredients and healthy food, selfservice kiosks and mobile ordering and payment apps for the US and EU; food delivery, online booking services, payments through the mobile application system, automatic account sharing among customers, etc. — for Ukraine). Prospects for further research in this area are to substantiate the marketing strategies of restaurant business in a crisis.

Actions (login required)

View Item