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Analyzing the Current State of Ukrainian Restaurant Business and Prospects for Development in the Context of the COVID-19 Pandemic
Kuchechuk L. V., Podlepina P. O.

Kuchechuk, Larysa V., and Podlepina, Polina O. (2021) “Analyzing the Current State of Ukrainian Restaurant Business and Prospects for Development in the Context of the COVID-19 Pandemic.” Business Inform 9:139–144.
https://doi.org/10.32983/2222-4459-2021-9-139-144

Section: Economics of Trade and Services

UDC 338.448:640.43:330.13 (447)

Abstract:
The article is aimed at analyzing the current state of the restaurant economy of Ukraine and determining prospects for its development in the context of the COVID-19 pandemic. This study analyzes the impact of the COVID-19 pandemic on the quantitative composition of the national restaurant services market. A significant reduction in the number of establishments in 2020, as well as a significant decrease in sales compared to 2019, are identified. The regions with the biggest number of establishments engaged in restaurant business are defined. The specific structure of establishments of the domestic restaurant sphere is considered. The quantitative composition of restaurant establishments by forms of entrepreneurial activity is analyzed. It is identified that the restaurant market of Ukraine became one of the most affected sectors of the economy during the COVID-19 pandemic. As a result of the research, the main prospects for the development of the restaurant economy market of Ukraine in modern crisis conditions are determined. Among them the following are allocated: development of mobile applications with a wide range of functions and order tracking; increasing online sales by introducing advertising tools such as promoting own website on the Google search network and using contextual advertising; banner advertising and remarketing; support of pages in social networks and cooperation with bloggers, journalists, critics, opinion leaders. Promising directions of development are also identified: opening or improving the establishment’s summer playground, organizing a smooth transfer of orders through the issue window, own order delivery service. It is noted that the reduction of rent rates on premises under the influence of a pandemic and an increase in the number of franchising establishments have a positive impact on the resumption of the restaurant services market.

Keywords: restaurant services market, COVID-19 pandemic, restaurant economy of Ukraine, online advertising.

Fig.: 2. Bibl.: 8.

Kuchechuk Larysa V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Tourism and Country Studies, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Podlepina Polina O. – Candidate of Sciences (Economics), Associate Professor, Department of Tourism Business and Regional Studies, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

List of references in article

Derzhavna sluzhba statystyky Ukrainy. http://ukrstat.gov.ua/
Derzhavnyi info-servis Start Business Challenge. https://sbc.regulation.gov.ua/
“Obem restorannogo rynka v Ukraine za 2020 god“ [The Volume of the Restaurant Market in Ukraine in 2020]. https://horeca-ukraine.com/obem-restorannogo-rynka-v-ukraine-za-2020-god/
Antoshkova, N. A. “Analiz suchasnoho rynku restorannykh posluh v Ukraini“ [Analysis of the Modern Market of Restaurant Services in Ukraine]. Suchasni napriamy rozvytku ekonomiky, pidpryiemnytstva, tekhnolohii ta ikh pravovoho zabezpechennia. 2020. https://tourlib.net/statti_ukr/antoshkova.htm
“Restorannyy biznes. Vyzhivaniye v epokhu COVID“ [Catering Business. Survival in the Era of COVID]. BizRating. July 28, 2021. https://bizrating.com.ua/20/articles/1328/index.html
Kuchechuk, L. V. “Vydy ta osoblyvosti efektyvnoi Internet-reklamy zakladiv restorannoho biznesu“ [Types and Features of Effective Internet Advertising of Restaurants]. Hostynnist, servis, turyzm: dosvid, problemy, innovatsii. Kyiv, 2021. 50-54.
“Koronavirus: kak ukrainskiye restoratory vedut biznes v usloviyakh pandemii“ [Coronavirus: How Ukrainian Restaurateurs do Business in a Pandemic]. https://www.restorator.ua/post/coronavirus-how-ukrainian-restaurateurs-do-business-in-a-pandemic
Balatska, N. Yu. “Restorannyi biznes v umovakh pandemii koronavirusu: problemy ta napriamy transformatsii modelei rozvytku“ [Restaurant Business in the Condition of the Coronavirus Pandemic: Problems and Directions of Transformation of Development Models]. Infrastruktura rynku, no. 42 (2020): 117-122. DOI: https://doi.org/10.32843/infrastruct42-20

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