Digitalization as a Tool for Ensuring Innovative Development of Restaurant Business

Abstract

The aim of the study is to identify and systematize innovations in the restaurant business in the context of digitalization of business process management. The article proves that the globalization of crisis phenomena in the national and world economy, in particular complicated by the COVID19 pandemic, the variability of the market environment necessitates an innovative orientation of the restaurant business. The definition of “innovation in the restaurant business” as a creative entrepreneurial process of creating and/or improving and commercializing a new product, service or technology with the appropriate transformation of management methods, which increase the efficiency of business processes while bifurcating quality management parameters and form the basis for further development. The classification of the combination of innovations in the restaurant business according to the criteria on the basis of the results of the transformation of the combinatorial clustering of innovations is given. It is proved that digitalization creates a basis for innovative business process management formats of restaurants, which allow to form their own ecosystem of information and communication interaction with consumers and other stakeholders, based on customer orientation, innovation, partnership and synergy. Factors of gradual and rapid digitalization of the restaurant business are highlighted, the combined effect of which necessitates the introduction of adaptive models of innovative digital management by restaurant business owners.