CURRENT ASPECTS OF DIGITAL TRANSFORMATION OF RESTAURANT BUSINESSES BASED ON THE INTEGRATION OF ONLINE ORDERING PLATFORMS

Abstract

Current aspects of digital transformation of restaurant businesses based on the integration of online ordering platforms within global platform ecosystems have been investigated. Models of API integration with PMS systems (Poster, iiko, rkeeper, Technoserv) have been systematized, typologies of platform ecosystems (plug-and-play, hybrid, full-stack, white-label) have been classified, and global experience of market leaders (DoorDash, Uber Eats, Meituan, Lieferando, Wolt, Just Eat Takeaway) has been analyzed. Specifics of the Ukrainian market dominated by Glovo and Bolt Food have been substantiated, key barriers for small and medium-sized businesses have been identified, including cannibalization of traditional sales channels (dine-in), high platform commissions, digital divide, and platform power asymmetry. Transaction costs, network effects, and algorithmic ranking biases hampering transformation processes at the national level have been analyzed. The original integral E-TRANS model has been substantiated, which synthesizes technological (API, webhook), economic (CAPEX/OPEX), and logistical components with an adaptive load balancing algorithm and demand forecasting. A four-stage transformation strategy has been developed: diagnostics (SWOT analysis, digital maturity audit), pilot testing (Glovo/Bolt Food API integration), scaling (branded applications, Telegram bots), and optimization (Power BI/Tableau information panels, A/B testing). The effectiveness of the model has been proven through empirical verification on a representative sample of Ukrainian restaurant enterprises, confirming sustainable growth of key performance indicators, reduced dependency on intermediaries, and enhanced operational resilience. Priorities for state support have been identified: "E-Robota" grant programs, tax incentives for IT integrations, formation of HoReCa+IT clusters, and standardization of ethical requirements for platform algorithms. The vector of further research has been established regarding adaptation of the E-TRANS model to generative artificial intelligence technologies, standardization of ethical ranking algorithms in platform ecosystems, modeling the resilience of digital supply chains to geo-economic shocks of military and energy nature, as well as integration of blockchain technologies for decentralized food-tech solutions.