THE INFLUENCE OF MODERN TRENDS ON THE DEVELOPMENT OF THE RESTAURANT BUSINESS WITH CATERING SERVICES

Abstract

The article examines current aspects of the development of catering services in the context of modern trends in the restaurant business. It substantiates the need to integrate innovative approaches into catering activities, taking into account key demand factors, among which are the growing interest in healthy eating, the demand for personalized menus, the increasing role of events in open-air formats, business events, as well as the growing popularity of family and themed celebrations.Special attention has been given to the development of specialized catering, particularly vegetarian, dietary, children's, corporate, and wedding catering, which require a deep understanding of the target audience and adaptation to its needs. The main areas of digitalization of the catering business have been considered, including the implementation of online services for orders, the use of mobile applications, CRM systems for customer support, as well as the automation of accounting and logistics processes.The development of sustainable catering has been analyzed, which involves the minimization of food waste, the use of reusable or compostable dishes, local and organic raw materials, and energy-saving technologies.Emphasis is placed on ecological orientation as a competitive advantage that shapes a positive image of the company, increases customer loyalty, and aligns with the principles of corporate social responsibility.New catering formats have been highlighted, including food trucks, mobile bars, pop-up restaurants, «to go» service, as well as catering at events with unconventional concepts.The gastronomic trends that influence the catering industry have been examined separately: plant-based dishes, local cuisine, fusion concepts, interactive cooking, zero waste menus, and individual gastronomic offerings.The impact of global challenges - such as the pandemic, inflation, and changes in consumer priorities on the transformation of the catering market has been analyzed. It is argued that flexibility, innovation, digitalization, and a sustainable approach are key factors for the successful operation of catering companies in modern conditions.