Влияние пандемии COVID-19 на ресторанный бизнес: рекомендации на основе экспертного интервью

Управленческое консультирование. 2023. № 2. С. 99–121.

Serova E., Воробьев П. Ф., Fainshtein E.

This study examines how the impact of the coronavirus spread on business operations in the
restaurant business varies depending on the level of restaurants adaptability to the challenges
encountered during the pandemic, using three dimensions (analysis of consumer demand
problems, optimization of corporate strategy and use of the company’s innovative potential).
ОБЩЕСТВО И РЕФОРМЫ
100 УПРАВЛЕНЧЕСКОЕ КОНСУЛЬТИРОВАНИЕ . № 2 . 2023
Through in-depth interviews with eight key food service industry experts in St. Petersburg,
Russia, this study describes and fleshes out the rapidly transforming challenge of identifying
major market changes in the restaurant business during the pandemic. The analysis showed
that chain restaurants with sufficient resources to deal with employee turnover, technology
development, brand building and customer loyalty are more resilient to the challenges resulting
from the impact of the coronavirus spread than similar food service companies. While the
presence of serious problems associated with consumer demand, the optimization of the offered
dishes format and service had a significant impact on the relationship between the impact
of the coronavirus spread and the inability to adapt to the new reality of doing business. The
results of the research can be useful for entrepreneurs and managers of chain restaurants who
develop marketing strategies to establish or adjust management decisions to adapt catering
companies during a pandemic.

Keywords: маркетинговые стратегии, инновационный потенциал, innovative potential, потребительские предпочтения, экспертное интервью, marketing strategies, COVID-19, Chain restaurant business, expert interviews, consumer preferences, COVID-19, сетевой ресторанный бизнес