Restaurant retail trendbook: The case of Ukraine in a crisis period
Abstract
Logistics support is the basis of successful activity in any socio-economic field. With the advent of the COVID-19 pandemic, there was a threat of global escalation of infection, which caused a crisis in the restaurant business due to the physical impossibility of service in the establishment and the gradual depletion of financial resources. The situation was complicated by a new wave of irresistible action—a full-scale war in Ukraine, which complicated logistics flows due to the risks of physical destruction of cargo, warehouses and accompanying individuals. The search for new formats of activity, the activation of digital relations, collaborations of related economic fields and survival tactics became new goals of adaptations of restaurant business entities. The article examines the trends in the development of restaurant retail. The adaptation strategies of business entities are analyzed, which include digitalization, omnichannel, collaborations with catering, dark kitchens and the development of grab-and-go formats. Special attention is paid to the impact of economic, social and security challenges on changing consumer behavior and transforming business models. Cases of Ukrainian companies demonstrating successful anti-crisis strategies are presented, and key trends that will shape the future of restaurant retail both in Ukraine and around the world are identified. The aim of the study was to determine how the restaurant business integrates into retail and forms successful cases of collaborations. The hypothesis is put forward that the restaurant business in times of crisis is transformed through adaptation to new challenges and diversification of activities. To develop the hypothesis and form research insight, the authors used the horizon scanning method and general scientific methods. The study concluded that restaurant-retail collaborations have positive prospects and mutually beneficially affect logistics, expand communications with consumers and stakeholders, and also contribute to strengthening brands. The importance of the research lies in applying the results obtained in theory and practice to see new business formats during the crisis.
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This work is licensed under a Creative Commons Attribution 4.0 International License.
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