Competitiveness of restaurant business enterprises: evaluation and ways to improve

Abstract

Nowadays, providing quality service and increasing customer satisfaction are crucial factors for success in a highly competitive market. Therefore, assessing a company's competitive position in the catering industry is crucial for business development. The aim of the study is to develop practical recommendations for improving the competitiveness management of restaurant business enterprises. To achieve this goal, the article solves the following scientific tasks: analysis of the external and internal environment with a view to determining the competitive position and main competitors on the example of a particular restaurant business enterprise; substantiation of the main directions for increasing its level of competitiveness. The article proposes to use the following components to analyze the competitive potential of a restaurant: production, personnel, management, marketing, financial, information and innovation. To determine the competitive status, a scoring assessment was carried out from different positions among competitors in this market segment. The construction of the matrix allowed to choose a strategy of flanking strikes, which involves the implementation through an attack on the weak positions of a competitor. It is proposed to consider the results of the researched restaurant, depending on the type of actions and strategies based on competitive advantages. Further research should include the development of methodological approaches to the formation of competitive strategies based on the identification and development of competitive advantages of restaurant business enterprises.