PROGRAMMING CONSUMER IMPRESSIONS IN THE RESTAURANT BUSINESS IN MODERN CONDITIONS

Abstract

The article is devoted to the urgent problems of finding new innovative ways of developing the restaurant business of Ukraine in the conditions of full-scale war, economic crisis and mass population migration. Modern new trends in the functioning of restaurant establishments, which were formed under the influence of significant changes in consumer demand, were analyzed, namely: flexibility of business processes of institutions, alternative assortment policy, non-standard short-term planning with a shift of emphasis from strategic management to operational, hybrid work format (combination of various fields of activity), comprehensive permanent psychological support of personnel and adaptation of employees to the behavior of different consumers, curtailment of "hype" unclear formats, popularization of the Fast casual format, which offers the best of fast food from the best democratic restaurant, participation in volunteer and social projects in support of the Ukrainian military to speed up victory in the war. Prospects for the interaction of restaurant business subjects with consumers of restaurant services through the implementation of the concept of guest experience programming have been studied. The main stages of the mechanism of implementing this concept into the activities of institutions are outlined, namely: analysis of the guest's empirical worldview; building unempirical platform for guest experience programming (emotional, value, communication positioning; development of the guest interface (personal qualities and gastronomic preferences); expansion of management tools (traditional and innovative tools for taking into account guest emotions); innovative and creative development of the enterprise; systemic development of the enterprise's organizational culture. Determining components of consumer loyalty to restaurant enterprises are proposed. A tool for transforming the spheres of responsibility of the personnel of the restaurant industry in the process of incorporating the concept of programming consumer impressions has been developed. The differentiation of the service component of individual offers is outlined in accordance with the principles of ensuring the appropriate level of service quality, including communication channels, responsiveness to customer needs, qualification of service personnel, speed and accuracy of service; a variety of individual service packages, including an assortment, taking into account the psychological characteristics of clients, the possibility of applying a personal approach; service exclusivity, that is, the possibility of providing special services for individual consumers.