USE OF INFORMATION AND COMMUNICATION TECHNOLOGIES IN THE RESTAURANT BUSINESS DURING THE COVID-19 PANDEMIC
Abstract
The COVID-19 pandemic has led to a large-scale crisis in the restaurant business. Restaurateurs began to look for new ways to develop and actively implement information and communication technologies in the work of their institutions, and as a result, consumer habits and purchasing behavior have also changed greatly. Today, the use of information technology and digital marketing by restaurants is becoming more relevant than ever. The authors conducted a study of technological changes in the work of institutions and the attitude of restaurant guests to these innovations. For this purpose, an analysis of 40 restaurants in Odessa (Ukraine) was conducted for the use of certain ICT in their work. An assessment of consumer attitudes to change caused by the pandemic was also conducted (using an anonymous online survey). It was found that consumers began to visit restaurants less and order more food delivery due to reduced incomes, fear of getting sick and refusing to be vaccinated. Respondents noted the active use of ICT in the restaurant business; improving service in a competitive environment; more customer focus and creativity on the part of restaurants; cleanliness and improvement of sanitary conditions. Restaurant owners also agreed that they began to use information technology more actively in their work – 72.5% began to use QR-menus, 40% – third-party delivery services, 25% – started Instagram, 22.5% – registered in 2gis, 17, 5% – launched the site of the institution and began to spend money on targeting. The study showed that the COVID-19 pandemic put restaurants in non-standard working conditions, where restaurant owners began to actively fight for each guest. Despite all the negative aspects, the consequences of the pandemic have had a number of positive changes in the behavior of both consumers and restaurant owners. QR-menus, distribution of delivery services, advertising on social networks, targeting, development of own sites, mobile applications and much more have made many establishments more mobile and modern. Only the best remained on the market, who managed to survive the crisis and attract the attention of consumers.
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