USE OF DIGITAL PLATFORMS TO IMPROVE SERVICE EFFICIENCY IN RESTAURANT BUSINESS ESTABLISHMENTS
Abstract
The article is devoted to the analysis of current trends in the development of digital platforms in the restaurant business and their impact on the digital service culture. The relevance of the study is of particular importance in the context of the use of digital platforms as a tool for improving service efficiency in restaurant establishments, driven by the rapid development of digital technologies. The aim of the article is to substantiate the theoretical and practical foundations for the formation of a digital ecosystem of a restaurant enterprise based on the integration of innovative technological solutions (VR tours, 3D menus, online reservation systems, and a mobile application) in order to improve service efficiency, personalize customer experience, and strengthen competitive positions. Research methods: methods of logical generalization were used to identify current trends in digital platforms in the restaurant business; a systems approach and system-structural analysis were applied to examine innovative measures for the use of digital platforms in improving service efficiency; functional analysis was employed to adapt the implementation of digital technologies to enhance the competitiveness of restaurant enterprises under the influence of transformational changes in a dynamic market environment. It is argued that an important element in the development of restaurant enterprises is the use of digital platforms in the context of the digitalization of service processes, in particular the implementation of interactive virtual tours, 3D menus, online reservation systems with order customization, and mobile applications. The implementation of such solutions will contribute to the formation of a modern digital image of the establishment, improvement of communication with customers, and attraction of a new tech-oriented audience. Digital platforms create an immersive effect, allowing customers to experience the brand atmosphere even before visiting the establishment, thereby ensuring a competitive advantage in the service market. The prospects for the development of the Ukrainian restaurant business are outlined, based on the further integration of digital platforms in the context of the digitalization of service processes.
References
Барна М., Мельник І. Стратегія цифровізації готельно-ресторанного бізнесу. Економіка та суспільство. 2025. Вип. 71. DOI: https://doi.org/10.32782/2524-0072/2025-71-66
Братусь Г., Кривоберець М., Скиба Г. Система управління конкурентними перевагами підприємства в сфері інформаційних технологій. Підприємництво і торгівля. 2025. № 45. С. 124–132. DOI: https://doi.org/10.32782/2522-1256-2025-45-15
Каламан О., Дишкантюк О., Власюк К. Основні питання цифрової трансформації економіки в контексті розробки оптимальних стратегій розвитку підприємств. Підприємництво і торгівля. 2024. № 43. С. 44–51. DOI: https://doi.org/10.32782/2522-1256-2024-43-06
Олійник О. В., Шестакова А. В., Ярмолюк Д. І. Напрями цифровізації ресторанного бізнесу. Економіка, управління та адміністрування. 2023. № 1(103). С. 15–21. DOI: https://doi.org/10.26642/ema-2023-1(103)-15-21
Русавська В., Кожухівський С. Цифровізація та інноваційні технології в ресторанному бізнесі: сучасний стан та перспективи розвитку. Економіка та суспільство. 2025. Вип. 81. DOI: https://doi.org/10.32782/2524-0072/2025-81-60
Русавська В., Неіленко С. Якість як визначальний фактор задоволення потреб споживачів продукції та послуг ресторанного бізнесу. Ресторанний і готельний консалтинг. Інновації. 2022. Т. 5(1). С. 148–158. DOI: https://doi.org/10.31866/2616-7468.5.1.2022.260890
Тищенко С. Цифрові технології в індустрії гостинності. Таврійський науковий вісник. Серія: Економіка. 2021. № 7. С. 131–139. DOI: https://doi.org/10.32851/2708-0366/2021.7.16
Чернявський І. Цифрове лідерство як платформа активізації розвитку інтелектуального капіталу підприємств аграрної сфери. Таврійський науковий вісник. Серія: Економіка. 2025. Вип. 22. С. 234–242. DOI: https://doi.org/10.32782/2708-0366/2024.22.26
Rusavska V., Batchenko L., Honchar L., Zavadynska O., Tanasiichuk O. Current problems, drivers and dominants of the service economy. Journal of management Information and Decision Sciences. 2021. Vol. 24(S2). P. 1–9. URL: https://www.abacademies.org/articles/current-problems-drivers-and-dominants-of-the-service-economy-11541.html (date of access: 24.02.2026).
Rusavska V., Zavadynska O., Honchar L., Holubets I. Quality Management in Restaurant Businesses: Theoretical Bases and Modern Methodological Approaches. Socio-Cultural Management Journal. 2025. Vol. 8(1). P. 23–45. DOI: https://doi.org/10.31866/2709-846X.1.2025.336355
Zavadynska O., Rusavska V. Formation of the Concept of Development and Modernisation of Competitive Hotel and Restaurant Establishments in Conditions of Global Threats. Restaurant and Hotel Consulting. Innovations. 2025. Vol. 8(1). P. 100–111. DOI: https://doi.org/10.31866/2616-7468.8.1.2025.334835
Barna, M., & Melnyk, I. (2025). Stratehiia tsyfrovizatsii hotelno-restorannoho biznesu [Hotel and restaurant business digitalization strategy]. Ekonomika ta suspilstvo – Economy and Society, vol. 71. DOI: https://doi.org/10.32782/2524-0072/2025-71-66
Bratus, H., Kryvoberets, M., & Skyba, H. (2025). Systema upravlinnia konkurentnymy perevahamy pidpryiemstva v sferi informatsiinykh tekhnolohii [Enterprise competitive advantage management system in the information technology sector]. Pidpryiemnytstvo i torhivlia – Entrepreneurship and Trade, no. 45, pp. 124–132. DOI: https://doi.org/10.32782/2522-1256-2025-45-15
Kalaman, O., Dyshkantiuk, O., & Vlasiuk, K. (2024). Osnovni pytannia tsyfrovoi transformatsii ekonomiky v konteksti rozrobky optymalnykh stratehii rozvytku pidpryiemstv [Main issues of the economy digital transformation in the context of developing optimal strategies for the development of enterprises]. Pidpryiemnytstvo i torhivlia – Entrepreneurship and Trade, no. 43, pp. 44–51. DOI: https://doi.org/10.32782/2522-1256-2024-43-06
Oliinyk, O. V., Shestakova, A. V., & Yarmoliuk, D. I. (2023). Napriamy tsyfrovizatsii restorannoho biznesu [Directions of the restaurant business digitalization]. Ekonomika, upravlinnia ta administruvannia – Economics, Management and Administration, no. 1(103), pp. 15–21. DOI: https://doi.org/10.26642/ema-2023-1(103)-15-21
Rusavska, V., & Kozhukhivskyi, S. (2025). Tsyfrovizatsiia ta innovatsiini tekhnolohii v restorannomu biznesi: suchasnyi stan ta perspektyvy rozvytku [Digitalization and innovative technologies in the restaurant business: current state and prospects for development]. Ekonomika ta suspilstvo – Economy and Society, vol. 81. DOI: https://doi.org/10.32782/2524-0072/2025-81-60
Rusavska, V., & Neilenko, S. (2022). Yakist yak vyznachalnyi faktor zadovolennia potreb spozhyvachiv produktsii ta posluh restorannoho biznesu [Quality as a Determining Factor of Satisfying the Consumers’ Needs in Restaurant Business Products and Services]. Restorannyi i hotelnyi konsaltynh. Innovatsii – Restaurant and hotel consulting. Innovations, vol. 5(1), pp. 148–158. DOI: https://doi.org/10.31866/2616-7468.5.1.2022.260890
Tyshchenko, S. (2021). Tsyfrovi tekhnolohii v industrii hostynnosti [Technologies in the hospitality industry]. Tavriiskyi naukovyi visnyk. Seriia: Ekonomika - Taurida Scientific Herald. Series: Economics, no. 7, pp. 131–139. DOI: https://doi.org/10.32851/2708-0366/2021.7.16
Cherniavskyi, I. (2025). Tsyfrove liderstvo yak platforma aktyvizatsii rozvytku intelektualnoho kapitalu pidpryiemstv ahrarnoi sfery [Digital leadership as a platform for activating the development of intellectual capital of agricultural enterprises]. Tavriiskyi naukovyi visnyk. Seriia: Ekonomika – Taurida Scientific Herald. Series: Economics, vol. 22, pp. 234–242. DOI: https://doi.org/10.32782/2708-0366/2024.22.26
Rusavska, V., Batchenko, L., Honchar, L., Zavadynska, O., & Tanasiichuk, O. (2021). Current problems, drivers and dominants of the service economy. Journal of management Information and Decision Sciences, vol. 24(S2), pp. 1–9. Available at: https://www.abacademies.org/articles/current-problems-drivers-and-dominants-of-the-service-economy-11541.html (accessed February 24, 2026)
Rusavska, V., Zavadynska, O., Honchar, L., & Holubets, I. (2025). Quality Management in Restaurant Businesses: Theoretical Bases and Modern Methodological Approaches. Socio-Cultural Management Journal, vol. 8(1), pp. 23–45. DOI: https://doi.org/10.31866/2709-846X.1.2025.336355
Zavadynska, O., & Rusavska V. (2025). Formation of the Concept of Development and Modernisation of Competitive Hotel and Restaurant Establishments in Conditions of Global Threats. Restaurant and Hotel Consulting. Innovations, vol. 8(1), pp. 100–111. DOI: https://doi.org/10.31866/2616-7468.8.1.2025.334835
Copyright (c) 2026 Сергій Кожухівський
This work is licensed under a Creative Commons Attribution 4.0 International License.
