DIRECTIONS OF ANTI-CRISIS MANAGEMENT OF RESTAURANT BUSINESS

Oleksandr PSHINKO
D.Sc. in Technics, Professor, the Head of University (Dnipro National University of Railway Transport named after Academician V. Lazaryan), Ukraine
ORCID iD: orcid.org/0000-0002-1598-2970
dnuzt@diit.edu.ua

Tetyana CHARKINA
D.Sc. in Economics, Professor (Dnipro National University of Railway Transport named after Academician V. Lazaryan), Ukraine
ORCID iD: orcid.org/0000-0001-6202-0910
charkina@i.ua

Olena PIKULINA
Ph.D. (Economics), Associate Professor (Dnipro National University of Railway Transport named after Academician V. Lazaryan), Ukraine
ORCID iD: https://orcid.org/0000-0003-4803-427
lena.chernovol1987@gmail.com

Dr. Nandini BASISTHA
Ph.D. (Philosophy), Assistant Professor (Amity Institute of Liberal Arts, Amity University Mumbai), India
nbasistha@gmail.com

UDC 338

DOI 10.31733/2786-491X-2021-18-24

Keywords: hotel and restaurant business areas of crisis management, online marketing, influencer – marketing, unique content, new factors of work

Abstract. In this article, the authors emphasize that the pandemic and quarantine measures have brought the normal functioning of the world economy and the activities of many enterprises. The tourism business and the hotel and restaurant sector, which have recently developed greatly, have suffered from extensive losses and bankruptcies, a large number of restaurants and cafes have been closed, and many people have lost their jobs and their income. Even large chains of hotels and restaurants have suffered as well as other businesses.

The hotel and restaurant business was the first one that has to adapt quickly to changes caused by the pandemic, to stablish work in new conditions and develop new directions and measures that will take the restaurant business out of the crisis. Given the current need to apply security rules, and the need to comply with quarantine measures, it is necessary to use computer and digital technologies that will help managers to attract new customers and earn extra income.

The authors propose to use such tools of crisis management of the restaurant business as: technologicalization, online marketing and influencer – marketing, unique content. These activities are necessary in order to pay new attention to the dishes and services offered by cafes and restaurants. To restart this business in a modern way and with new tendencies, and to adapt to changes in the changing environment and to quarantine measures.

To develop additional promotions and offer «economy», «standard» and «luxury» class menu. To organize the fast, high-quality delivery to cafes and restaurants in modern conditions, preferably free, it has become a great necessity and convenience in pandemic conditions; it will attract additional consumers to the restaurant business.

In the modern market concept of restaurants in a pandemic, it is necessary considering not only the factors that existed for many years, but also new additional factors in the hotel business, without which it is now impossible to operate this business in a pandemic, it would be safe to provide services, awareness of the service or product, in the use of digital technology by an institution that wants to get more income and occupy a larger segment in this market of hotel and restaurant business.

The authors insist that in modern conditions, it is essential to take into account the laws of competition; because now the consumer chooses a quality product or service at a better price, other goods or services do not attract consumers.