2408-9346Research result. Business and Service Technologies2408-934610.18413/2408-9346-2023-9-2-0-93100PROBLEMS OF EFFICIENCY AND QUALITY IN SERVICE ACTIVITIES<strong>True cost restaurant digitalization strategies</strong><strong>True cost restaurant digitalization strategies</strong>BakharevVladimir V.BakharevVladimir V.MityashinGleb Yu.MityashinGleb Yu.СhargaziyaGregory G.СhargaziyaGregory G.20239200

Two key trends are currently influencing the activities of public catering enterprises in Russia: a decrease in the purchasing power of the population and the development of a digital consumption model by people. For individual formats of institutions, adaptation to these two trends can be associated with significant difficulties. These formats include restaurants with fair prices, using a separate pricing model to reduce the cost of a comprehensive restaurant service. In order to solve this problem, five strategies have been developed in this article to adapt the separate pricing model to the digital format of restaurants. The criterion of differentiation of the proposed strategies is the level of preservation of the features of the business model of a traditional (offline) restaurant of fair prices when it is transferred to a digital environment. It is noted that the fair price model relies on a system of explicit and implicit restrictions, therefore, for its successful digitalization, it is necessary to develop a system of restrictions corresponding to the specifics of online business. it is necessary to transfer to a digital environment. The main result of this study is the development of recommendations for the adaptation of restaurants with fair prices to the digital model of the organization of activities.

Two key trends are currently influencing the activities of public catering enterprises in Russia: a decrease in the purchasing power of the population and the development of a digital consumption model by people. For individual formats of institutions, adaptation to these two trends can be associated with significant difficulties. These formats include restaurants with fair prices, using a separate pricing model to reduce the cost of a comprehensive restaurant service. In order to solve this problem, five strategies have been developed in this article to adapt the separate pricing model to the digital format of restaurants. The criterion of differentiation of the proposed strategies is the level of preservation of the features of the business model of a traditional (offline) restaurant of fair prices when it is transferred to a digital environment. It is noted that the fair price model relies on a system of explicit and implicit restrictions, therefore, for its successful digitalization, it is necessary to develop a system of restrictions corresponding to the specifics of online business. it is necessary to transfer to a digital environment. The main result of this study is the development of recommendations for the adaptation of restaurants with fair prices to the digital model of the organization of activities.

restaurantrestaurant businessmonetizationdigitalizationpricingcateringtrue costonline salesdeliveryrestaurantrestaurant businessmonetizationdigitalizationpricingcateringtrue costonline salesdeliveryСписок литературыAbramov, V. I., Akulova, N. L., Anisov, E. V. [et al] (2020), Cifrovaja transformacija jekonomiki [Digital transformation of the economy], Nacional&#39;nyj issledovatel&#39;skij jadernyj universitet &quot;MIFI&quot;, Moscow, Russia.Alekseeva, E. A., Grakun, A. A., Domoratskij, E. D. and Lychakova, A. D. (2022), &ldquo;Preparing businesses for digitalization and its adaptation&rdquo;, Financial business, 1 (223), pp. 3-7.Apatova, N. V.&nbsp; (2022), &ldquo;Managing digital business transformation processes&rdquo;, Uchenye zapiski Krymskogo federal&#39;nogo universiteta imeni V.I. Vernadskogo. Ekonomika i upravlenie, 8 (2), pp. 3-8.Bakharev, V. V., Kapustina, I. V., Kirillova, T. V.&nbsp; [et al] (2021), Ceny i cenoobrazovanie na potrebitel&#39;skih rynkah [Prices and pricing in consumer markets], Nacional&#39;nyj otkrytyj institute, Saint-Petersburg, Russia.Bakharev, V. V., Kapustina, I. V., Mityashin, G. Yu and Karashova, Yu. V. (2020), &ldquo;Ecologization of retail: an analysis of strategies&rdquo;, Siberian Journal of Life Sciences and Agriculture, 12 (5), pp. 79-96. DOI 10.12731/2658-6649-2020-12-5-79-96.Bozhuk, S. G., Pletneva, N. A.and Minina, A. A. (2021), &ldquo;Analysis of environmental factors determining the prospects for the development of the market of products for a healthy lifestyle in Russia&rdquo;, Vestnik Belgorodskogo universiteta kooperacii, jekonomiki i prava, 5 (90), pp.161-169, DOI 10.21295/2223-5639-2021-5-161-169.Dovganeva, YU. A. and Alekseeva, E. A. (2021), &ldquo;Small business transition to digitalization in a pandemic&rdquo;, Upravlenie razvitiem ehkonomicheski sistem, Saint-Petersburg, Russia, 21-22 of December 2021, pp. 42-48.Eremin, K. A. and Suvorova, S. D. (2020), &ldquo;&quot;E-grocery&quot; and &quot;dark store&quot; formats: development in the Russian consumer market&rdquo;, Ekonomika i biznes: teoriya i praktika, 12-1 (70), pp. 235-238, DOI 10.24411/2411-0450-2020-11055.Ganchenko, D. N. (2021), &ldquo;Problems and prospects of digitalization of services in the field&rdquo;, TSifrovoj kontent sotsial&#39;nogo i ehkosistemnogo razvitiya ehkonomiki, Simferopol, Russia, 23 of November 2021, pp. 94-96.Gusev, A. A., Korshikova, A. P. and Pokrovskaya, T. I. (2021) &ldquo;Digital technologies and &quot;ethical consumption&quot; in the restaurant business&rdquo;, Problemy teorii i praktiki upravleniya, 4,pp. 76-89, DOI 10.46486/0234-4505-2021-4-76-89.Kapustina, I. V., Pereverzeva, T. A. and Stepanova, T. V. (2018), &ldquo;Prerequisites for institutional regulation of the digital economy&rdquo;, Vestnik Natsional&#39;noj akademii turizma, 1 (45), pp. 9-11.Kapustina, I., Pereverzeva, T., Stepanova, T. [et al.] (2020), &ldquo;Institutional Retail Strategy in the Context of Digital Transformation&rdquo;, Saint-Petersburg, Russia, DTMIS 2020, 18&ndash;19 of November 2020, DOI 10.1145/3446434.3446519.Katalevskij, D. YU. &ldquo;Digital transformation: how a fast food restaurant chain has become a market leader thanks to digital technologies&rdquo;, Innovatsii i investitsii, 8, pp. 36-43.Katrashova, YU. V., Mityashin, G. YU. and Plotnikov, V. A. (2021), &ldquo;The social rating system as a form of state control over society: prospects for implementation and development, threats to implementation&rdquo;, Upravlencheskoe konsul&#39;tirovanie, 2 (146), pp. 100-109, DOI 10.22394/1726-1139-2021-2-100-109.Kenig, A. V. and Plotnikov, V. A. (2022), &ldquo;Prospects for the development of the processes of digitalization of the economy in Russia under the influence of the COVID-19 pandemic&rdquo;, Ekonomicheskoe vozrozhdenie Rossii, 1 (71),pp. 13-119, DOI 10.37930/1990-9780-2022-1-71-113-119.KHareva, V. A. and ZHarkova, D. A. (2019), &ldquo;Current trends in the development of electronic commerce&rdquo;, Scientific Bulletin of the Southern Institute of Management, 4 (28), pp. 20-26, DOI 10.31775/2305-3100-2019-4-20-26.Korolev, O. L. (2022), &ldquo;Small Business Digital Transformation Ecosystem&rdquo;, Aktual&#39;nye problemy i perspektivy razvitiya ehkonomiki, Simferopol, Russia, 20-22 of October 2022,pp. 273-274.Korchagina, E. V., Evsyukov, A. L. and Mikhajlov, V. S. (2020), &ldquo;Digital transformation of the retailer&#39;s strategy in the context of a pandemic&rdquo;, Vyzovy tsifrovoj ehkonomiki: razvitie komfortnoj gorodskoj sredy, Bryansk, Russia, 21-22 of May 2020, pp. 410-413.Kotliarov, I. D. (2020), &ldquo;Digital transformation of the financial sector: content and trends&rdquo;, Upravlenets, 11- 3, pp. 72-81, DOI 10.29141/2218-5003-2020-11-3-6.Kotliarov, I. D. (2021), &ldquo;Monetization management in the restaurant business&rdquo;, Tekhnika i tekhnologiya pishhevykh proizvodstv, 51-1, pp. 146&ndash;158.Kotliarov, I. D. (a), (2022), &ldquo;Mathematical model of pricing for restaurant services of traditional and new formats&rdquo;, Vestnik Kerchenskogo gosudarstvennogo morskogo tehnologicheskogo universiteta, 4, pp. 287-299.Kotliarov, I. D. (b), (2022), &ldquo;Problems of adapting restaurant monetization models to the digital format of business organization&rdquo;, Realizacija prioritetnyh programm razvitija APK, Nal&#39;chik, pp. 108-111.Kotliarov, I. D. (c), (2022), &ldquo;Sustainability of customer service in the digital economy&rdquo;, Jekonomika i upravlenie: teorija i praktika, 8 (4), pp. 21-29.Kravchenko, E. S. and Ovsyannikova, V. V. (2021), &ldquo;The impact of digitalization on the business model of the enterprise: algorithms, models and tools of digital transformation&rdquo;, Vesti Avtomobil&#39;no-dorozhnogo instituta, 4 (39),pp. 111-119.Krasyuk, I. A. and Nogina, O. R. (2015), &ldquo;Development of electronic retail in Russia&rdquo;, Prakticheskij marketing, 7 (221), pp. 3-8.Kulikova, O. M. and Suvorova, S. D. (2020), &ldquo;Marketplace: a business model of modern trade&rdquo;, Innovatsionnaya ehkonomika: perspektivy razvitiya i sovershenstvovaniya, 6 (48), pp. 50-55, DOI 10.47581/2020/10.23.PS85/IE/5.48.008.Kulikova, O. M. and Suvorova, S. D. (2021), &ldquo;Ecosystem: a new format of modern business&rdquo;, Vestnik Akademii znanij, 42(1), pp. 200-205, DOI 10.24412/2304-6139-2021-10909.Kurochkina, A. A., Bikezina, T. V. and Lukina, O. V. (2021), &ldquo;Innovation management in retail chains&rdquo;, Nauka i biznes: puti razvitiya,4 (118), pp. 123-128.Kurochkina, A. A., Bikezina, T. V. and Orlova, V. I. (2020), &ldquo;The influence of healthy eating trends on the development of the food market&rdquo;, Nauka i biznes: puti razvitija, 11 (113), pp. 171-176.Kurochkina, A. A. and Kuz&#39;mina, A. A. (2021), &ldquo;Research of digitization trends in the context of the COVID-19 pandemic&rdquo;, Vyzovy tsifrovoj ehkonomiki: trendy razvitiya v usloviyakh posledstvij pandemii COVID-19, Bryansk, Russia, 25 of May 2021, pp. 169-172.Kurochkina, A. A., Lukina, O. V. and Nazarov, P. V. (2021), &ldquo;Omnichannel marketing as a tool for the development of small and medium-sized businesses in the trade industry&rdquo;, Uchenye zapiski Mezhdunarodnogo bankovskogo instituta, 1 (35), pp.&nbsp; 75-84.Kurochkina, A. A., Semenova, Y. E. and Barabova, A. M. (2021), &ldquo;Trends in changing consumer behavior in the local goods market&rdquo;, Technological progress, 2 (56), pp. 10-14.Lukina O., Kurochkina А. and Karmanova A. (2021), &ldquo;Digital business model transformation in order to improve the efficiency of the company&#39;s management process&rdquo;, Global Challenges of Digital Transformation of Markets, New York, Nova Science Publishers, Inc., pp. 205-217.Mamedyarov, Z. A. (2021), Accelerating Digitalization during the Pandemic: Global and Russian Cases, Outlines of global transformations: politics, economics, law, 14 (4), pp. 92-108, DOI 10.23932/2542-0240-2021-14-4-6.Mityashin, G. YU. (a) (2021), &ldquo;The &ldquo;true cost&rdquo; model is an alternative approach to monetization of restaurant services&rdquo;, Molodezhnaya nedelya nauki IPMEHIT, Saint-Petersburg, Russia, 02-04 of December, 2021, pp. 136-139.Mityashin, G. YU. (b) (2021), &ldquo;Organization of online sales for small retail enterprises&rdquo;, Sovremennye vyzovy ehkonomiki i upravleniya v Rossii v usloviyakh mnogopolyarnogo mira, Saint-Petersburg, Russia, 29 of April, 2021, pp. 124-130Mityashin, G. YU. (2022), &ldquo;Problems of digitalization of the restaurant business&rdquo;, Nauka, obrazovanie i biznes: novyj vzgljad ili strategija integracionnogo vzaimodejstvija, Nal&#39;chik, pp. 113-117.Mityashin, G. YU., Katrashova, YU. V., Bakharev, V. V. and Kapustina, I. V. (2020), &ldquo;Waste free stores in Russia and abroad. Conceptual analysis&rdquo;, EHkonomicheskij vektor, 4 (23), pp. &nbsp;82-88, DOI 10.36807/2411-7269-2020-4-23-82-88.Mustafina, A. V., Stepanova, V. M., Isupov, P. A. and Morozova, M. A. (2020), &ldquo;Transformation of the hotel business in the context of a pandemic and the development of the digital economy in Russia&rdquo;, Global&#39;nyj nauchnyj potentsial, 12 (117), pp. 306-310.Nikolaeva, T. I. and Fadeeva, Z. O. (2007), &ldquo;Features of catering services at the present stage of the industry development&rdquo;, Izvestiya Ural&#39;skogo gosudarstvennogo ehkonomicheskogo universiteta, 18-1, pp. 10&ndash;16.Nikonov, A. A. and Stel&#39;mashonok, E. V. (2018), &ldquo;Analysis of the introduction of modern digital technologies in the financial sector&rdquo;, Nauchno-tekhnicheskie vedomosti Sankt-Peterburgskogo gosudarstvennogo politekhnicheskogo universiteta. EHkonomicheskie nauki, 11-4, pp. 111-119, DOI 10.18721/JE.11408.Pirogova, O. E. and Lubochkin, M. M. (2021), &ldquo;Drivers of digitalization of marketing activities in the medium and long term&rdquo;, Mezhdunarodnyj nauchnyj zhurnal, 4, pp. 29-36, DOI 10.34286/1995-4638-2021-79-4-29-36.Pleshhenko, V. I. (а) (2021), &ldquo;The coronavirus pandemic as a catalyst for the development of the courier delivery market&rdquo;, Logistika segodnya, 3, pp. 194-199.Pleshhenko, V. I. (b) (2021), The &quot;black swan&quot; effect: coronavirus infection as a catalyst for changes in the socio-economic sphere, Menedzhment segodnya, 4, pp.&nbsp; 258-262, DOI 10.36627/2304-6473-2021-4-4-258-262.Polyushkevich, O. A. (2022), &ldquo;Food in the socio-psychological and socio-cultural space of cities&rdquo;, Innovatsionnye tekhnologii v farmatsii, Irkutsk, Russia, 06 of June, pp. 417-422.Plotnikov, V. A. (2020), &ldquo;Digitalization as a natural stage in the evolution of the economic system&rdquo;, EHkonomicheskoe vozrozhdenie Rossii, 2 (64), pp. 104-115, DOI 10.37930/1990-9780-2020-2-64-104-115.Plotnikov, V. A. (2021), &ldquo;COVID-19 pandemic, consumer market and digitalization&rdquo;, EHkonomicheskoe vozrozhdenie Rossii, 3 (69), pp. 92-104, DOI 10.37930/1990-9780-2021-3-69-92-104.SHastitko, A. E. and Markova, O. A. (2017), &ldquo;Aggregators around us: New Reality and research approaches&rdquo;, Obshhestvennye nauki i sovremennost&#39;, 4, pp. 5-15.SHerbakova, T. A., Krapiva, T. V., Novoselov, S. V. and Mayurnikova, L. A. (2016), &ldquo;Features of price formation for the products of public catering enterprises in the conditions of the region&rdquo;, Tekhnika i tekhnologiya pishhevykh proizvodstv, 40 (1), pp. 157&ndash;164.Simachev, YU. V., Fedyunina, A. A., Ershova, N. V. and Misikhina, S. G. (2021), &ldquo;Russian retail trade before, during and after the Corona crisis&rdquo;, EHKO, 5 (563), pp. 29-52.Sokolova, O. L., Skopova, L. V. (2019), &ldquo;Review of foreign experience in introducing innovations in the field of services of the food industry&rdquo;, Industrija pitanija, 4 (1), pp. 72-80.Stel&#39;mashonok, E. V. and Stel&#39;mashonok, V. L. (2021), &ldquo;Digital transformation of the agro-industrial complex: analysis of prospects&rdquo;, Siberian Journal of Life Sciences and Agriculture,13-2, pp. 336-365, DOI 10.12731/2658-6649-2021-13-2-336-365.Stepanov, M. M. (2022), &ldquo;The mechanism of digital transformation of small businesses&rdquo;, Scientific result. Business and service technologies, 8-3, pp. 88-97, DOI 10.18413/2408-9346-2022-8-3-0-8.Stepanova, V. M., Isupov, P. A. and Morozova, M. A. (2020), &ldquo;Modern trends in the development of the digital economy&rdquo;, Global&#39;nyj nauchnyj potencial, 12 (117), pp. 318-323.Suhina, K. P. and Kirillova, T. V. (2021), &ldquo;Integrators and aggregators of delivery services&rdquo;, Instituty i mehanizmy innovacionnogo razvitija: mirovoj opyt i rossijskaja praktika, Kursk, pp. 192-196.Suvorova, S. D. and Kulikova, O. M. (2022), &ldquo;Digital transformation of business&rdquo;, Innovatsionnaya ehkonomika: perspektivy razvitiya i sovershenstvovaniya, 2 (60), pp. 54-59, DOI 10.47581/2022/IE.2.60.10.Ustyuzhanina, E. V., Sigarev, A. V. and SHein, R. A. (2017), &ldquo;Digital economy as a new paradigm of economic development&rdquo;, EHkonomicheskij analiz: teoriya i praktika, 16-12 (471), pp. 2238-2253, DOI 10.24891/ea.16.12.2238.Verhoef, P., Broekhuizen, T., Bart, Y., Bhattacharya, A., Qi Dong, J., Fabian, N. and Haenlein, M. (2021), &ldquo;Digital transformation: A multidisciplinary reflection and research agenda&rdquo;, Journal of Business Research, 122, pp. 889-900.Voronova, O. V., KHareva, V. A. and KHnykina, T. S (2019), &ldquo;Current trends in the development of the Russian Federation services market in the context of digital transformation (on the example of the hospitality industry)&rdquo;, Mezhdunarodnyj nauchnyj zhurnal, 1, pp. 19-25.&nbsp;YAkimchuk, YU. and Kupriyanova, M. YU. (2017), &ldquo;Pricing policy as a factor of competitiveness of a trading enterprise&rdquo;, SPBPU Science Week, 13-19 of November 2017, Saint-Petersburg, Russia.