DIGITALIZATION AND INNOVATIVE TECHNOLOGIES IN THE RESTAURANT BUSINESS: CURRENT STATE AND PROSPECTS FOR DEVELOPMENT
Abstract
The article is devoted to the analysis of current trends in the digitalization of the restaurant business and the impact of innovative technologies on the development of the hospitality industry. The relevance of the research significantly increases in the context of complex economic conditions, particularly during the war in Ukraine, which has critically affected the functioning of various economic sectors. The purpose of this study is to conduct a comprehensive analysis of the specifics, key directions and results of implementing digital technologies that enhance operational efficiency and contribute to the formation of competitive advantages in the service market. Research methods include logical generalization – for determining the current trends in the digitalization of the restaurant business and identifying the influence of innovative technologies on the hospitality industry development; a systematic approach and system-structural analysis – for examining innovative measures aimed at strengthening competitiveness; functional analysis – to adapt digital technologies to the changing conditions of the contemporary market. The article analyzes a set of innovative managerial solutions, including the implementation of a CRM system, integration with social media, a real-time feedback system, BI-based analytical dashboards, an intelligent loyalty program, a cloud-based POS system, forming an integrated digital environment of the restaurant. It is argued that the digital transformation of the hospitality industry opens new opportunities for the application of innovative management approaches, improvement of customer interaction, and enhancement of enterprise competitiveness. Research into these processes enables assessment of the current state of the industry and forecasting its development in the context of global technological shifts and increasing customer expectations. The study outlines the prospects for development in the Ukrainian restaurant business, based on further digital integration and innovative technologies within service and production processes to ensure adaptation to global trends.
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