ANALYSIS OF MONITORING THE QUALITY OF FOOD SERVICES IN THE «THIRD WAVE» COFFEE SHOPS

Abstract

The article discusses current issues related to determining and monitoring the quality of food services in the ‘third wave’ coffee shop segment in Ukraine (based on the example of a local chain). Since coffee shops have become centres of consumer culture, the quality of their services is assessed according to comprehensive criteria, which include not only the sensory characteristics of the drink, but also the professionalism of the staff, the atmosphere of the establishment and adherence to high standards of service with an emphasis on specialty coffee and craft culture. The relevance of the study is due to the lack of a clear, comprehensive and valid methodological framework for effective monitoring and quality assessment, adapted to the unique requirements of this format. Traditional models developed for the classic restaurant business often do not take into account criteria related to the high expectations of the target audience and the expert skills of baristas. The key features of third wave coffee shops, including their philosophy, concept and focus on improving the places where coffee is prepared and served, are analysed and systematised in the article. The effectiveness of the monthly ‘Mystery shopper’ inspection method is analysed using the example of a popular Ukrainian chain of third wave coffee shops. An analysis of the inspection results for the period from June 2024 to August 2025 showed a high level of service in the chain's establishments (not less than 73%). A summary of the survey data revealed a number of problems. Most of the comments concerned the service unit and the communication skills of the staff. The trend towards improving service quality proved to be unstable, with periods of high performance alternating with negative impressions. The problems associated with the subjectivity of such assessments and the imperfection of the methodological apparatus itself are outlined in the article: standard questionnaires focus on basic operational aspects and do not take into account the unique quality criteria of the ‘third wave’; there is no clear mechanism for transforming monitoring data into specific training programmes and management decisions. To maintain competitiveness, it is necessary to develop a system of indicators capable of objectively assessing not only the operational but also the expert (barista-oriented) component of service quality, transforming monitoring from a control tool into an effective tool for strategic development.