Prospects of the best practices implementation for the fast food enterprises development in the Odessa region

Mykhayluk Olena
PhD in Economics, Associate Professor of Tourism and Hotel and Restaurant Business Department, Odessa National Economic University, Ukraine, e-mail: elen.mih.555@gmail.com, ORCID ID: https://orcid.org/0000-0003-4857-4129

Cite this article:

Mykhayluk, O. (2023). Prospects of the best practices implementation for the fast food enterprises development in the Odessa region [Perspektyvy vprovadzhennia naikrashchykh praktyk dlia rozvytku pidpryiemstv shvydkoho kharchuvannia Odeskoho rehionu], Socio-economic research bulletin, Vìsnik socìal’no-ekonomìčnih doslìdžen’ (ISSN 2313-4569), Odessa National Economic University, Odessa, No. 1-2 (84-85), pp. 172–186.

Abstract

The article considers the peculiarities of the fast food establishments development in Odessa and Odessa region. The purpose of the article is to analyze the state of fast food establishments development in the Odessa region and industry as a whole, to investigate the world experience and to propose a new mechanisms for further development. The main tasks of the research are: to assess the current state of the fast food establishments development in the Odessa region, to determine negative aspects of marketing and management, to develop recommendations for improving of the establishments activity. The types of food establishments, their purpose, the size of average check, and the types of available services are analyzed. Customer feedback on positive and negative points in this establishments functioning are studied. The marketing experience and features of management of such fast food chain establishments as «McDonald’s», «Burgers King», «Pepper Point», «RFC», «Coffee-to-go», free-flow establishments and others are summarized. The main conditions for the successful development of establishments are determined: the importance of a successful logo, a bright and clear signboard; availability of the establishment in all possible mesengers; mandatory feedback and quick response to negative reviews in networks; the use of neuromarketing. According to the results of study, it is proposed to: increase interest in healthy food ideas; focus on using mostly local food and wines; combine co-working, entertainment content, purchase of ready-made food and food products for home in one catering establishment; dissemination of online table reservation system; continuation of digitization process and automation of the establishments work, implementation of modern CRM systems for improving of service quality.

Keywords

fast food establishments; restaurants; cafes; fast food; free-flow; catering; food and beverage activity; restaurant services market.

JEL classification:L230; M310; R580; DOI:https://doi.org/10.33987/vsed.1-2(84-85).2023.172-186

UD classification: 658.8.640.432 (477.74)

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