THE POTENTIAL OF SEASONAL DISHES IN THE STRATEGIC MANAGEMENT OF THE LOCAL FOOD RESTAURANT ESTABLISHMENT

Abstract

The article is devoted to the little-studied issue in Ukrainian science of finding out the potential of dishes from seasonal products in the strategic management of a restaurant business operating in the "local food" niche. It has been proven that the principle of seasonality is used by the vast majority of restaurants (the classic formula: 70% - "anchor" dishes, 30% - seasonal, trending and "self-realization dishes" of the chef's brand). Arguments in favor of a seasonal menu are formulated, in particular: reasonable savings due to the price of ingredients; freshness and quality of local products; customers' natural desire to taste seasonal dishes; uniqueness. The source base of the problem of formation of the concept of national and local gastronomic tradition is characterized in detail and in stages, the latest scientific and scientific-practical research in this area is presented; emphasis is placed on the value-cultural significance of the phenomenon of national gastronomic identity. The content features and priorities of the management strategy of a restaurant operating in the "local food" niche with an emphasis on local products and the priority of taking into account the principle of seasonality in menu development are outlined, the differentiation strategy is substantiated as dominant with an emphasis on the strategy of seasonal needs. According to the typology of restaurant concepts, the restaurants that became the site of the research are classified as "Fine Dining" - full-service refined premium and luxury restaurants with a clear food specialization. The experience of two restaurants working in the "local food" niche is characterized in terms of creating innovative dishes, seasonal menus based on local seasonal products for the promotion of gastronomic tourism within the tourist destination. The classification of dishes based on local seasonal products, developed by the chefs of Podillia regional cuisine restaurants, is presented according to the parameters: origin of the basic product, dishes based on seasonal products, integration with the concept of the restaurant, status of the dish. A criterion evaluation of the status of a dish developed by brand chefs is proposed (first level (approbation) – gastronovation; a dish from a brand chef (second level); a gastro-brand dish (third, highest level). Monitoring of author’s dishes from brand chefs in the menu of thematic gastro evenings is presented, indicating the basic local products and applied traditional cooking techniques.