Reception of the Gastronomic Culture of Russia by Modern Restaurant Business in a Post-Coffee Situation

Relevance. The sphere of the restaurant industry considered in the article is in close contact with the economy of a particular region, as well as the economy of the country as a whole. The authors are convinced that the restaurant business, like many others, has suffered from the conditions of the coronavirus: a number of restrictive requirements were introduced in the service sector, enterprises were limited in the volume of services provided, in the ways of promoting services on the market. It is concluded that the given strategy of reforming the restaurant product in the economic reception of the gastronomic culture of Russia will give an incentive to the development of the domestic restaurant product.

The purpose of the article is to provide an economic justification for the reception of the gastronomic culture of Russia by modern enterprises of the restaurant industry. Objectives: study of the theoretical foundations of the gastronomic brand; consideration of the historical aspect; formulation of a strategy for reforming the restaurant product in the economic reception of the gastronomic culture of Russia

Methodology. To analyze the works of domestic specialists who covered various aspects of restaurant services, state statistics and documentation, the authors relied on such methods as statistical and economic analysis, comparative assessment, causal analysis.

Results. Based on the study of the theoretical foundations of the gastronomic brand as a phenomenon of economic theory and taking into account the historical aspect, recommendations were formed on reforming the domestic restaurant product at the reception of the gastronomic culture of Russia.

Conclusions. The expert assessment of the economic efficiency of the gastronomic culture of Russia at the enterprises of the restaurant business reveals the problems of the domestic restaurant business. The presented reception routes are based on economic factors, the determining indicators of restaurant activity over the past 2 years are taken into account. According to the authors, the main factors of reforming the restaurant business in the post-crisis period are: the cultural and historical potential of the region, the conceptuality of institutions, target (consumer) audiences, the pricing policy of the enterprise, state support. The above justification will give an incentive to the development of the domestic restaurant product and will lead to an increase in the tourist attractiveness of the regions.

1. Federal'naya sluzhba gosudarstvennoi statistiki [Federal State Statistics Service]. Available at: https://rosstat.gov.ru/. (accessed 18.02.2023)

2. Veselov Yu. V., Chernov G. I. Eda i my: gastronomicheskii portret Peterburga [Food and we: a gastronomic portrait of St. Petersburg]. Zhurnal sotsiologii i sotsial'noi antropologii = Journal of Sociology and Social Anthropology, 2018, no. 1, pp. 182‒209.

3. Glushchenko V. V., Glushchenko I. I., Katz S. K., Olshevskaya K. A., Pryazhnikova A. A., Stashkova E. V. Razvitie restorannoi servisologii na osnove metodologii obshchei teorii servisa [The development of restaurant servicology based on the methodology of the general theory of service]. Byulleten' nauki i praktiki = Bulletin of Science and Practice, 2018, vol. 4, no. 4, pp. 353‒371.

4. Poroikova M. A., Shkunova A. A., Prokhorova M. P. Osobennosti organizatsionnoi kul'tury restorannogo biznesa [Features of the organizational culture of the restaurant business]. Innovatsionnaya ekonomika: perspektivy razvitiya i sovershenstvovaniya = Innovative Economy: Prospects for Development and Improvement, 2019, no. 2 (36), pp. 378‒384.

5. Fetisova T. A. Ponomarev E. Stolichnyi restoran kak fenomen russkoi zhizni fin de siècle (ot Turgeneva, Dostoevskogo i Tolstogo k Kuprinu i Buninu) [Ponomarev E. The capital's restaurant as a phenomenon of Russian life fin de siècle (from Turgenev, Dostoevsky and Tolstoy to Kuprin and Bunin)]. Vestnik kul'turologii = Bulletin of Cultural Studies, 2019, no. 3 (90), pp. 148‒151.

6. Leonidova E. G. Turizm v Rossii v usloviyakh COVID-19: otsenka ekonomicheskogo effekta ot stimulirovaniya sprosa dlya strany i regionov [Tourism in russia in the conditions of covid-19: assessment of the economic effect of stimulating demand for the country and regions]. Ekonomicheskie i sotsial'nye peremeny: fakty, tendentsii, prognoz = Economic and Social Changes: Facts, Trends, Forecast, 2021, no. 2, pp. 59‒74.

7. Fedotov A. N., Shchepina S. V. Strategicheskie voprosy razvitiya restorannogo biznesa v usloviyakh pandemii i v postpandemicheskii period [Strategic issues of restaurant business development in the context of a pandemic and in the post-pandemic period]. Baikal Research Journal = Baikal Research Journal, 2022, vol. 13, no. 2.

8. Polnoe sobranie zakonov Rossiiskoi imperii [The Complete Collection of laws of the Russian Empire]. St. Petersburg, Printing house of the 2nd department of its Own E. I. V. Chancery, 1830, vol. IV. 881 p.

9. Goryushkina N. E. [The history of hotel business: tavern establishments in Russia in the XVIII‒ XIX centuries]. Sotsial'no-ekonomicheskoe razvitie Rossii: problemy, tendentsii, perspektivy. Sbornik nauchnykh statei XIX Mezhdunarodnoi nauchno-prakticheskoi konferentsii [Socio-economic development of Russia: problems, trends, prospects. Collection of scientific articles of the 19th International Scientific and Practical Conference]. Kursk, Financial University under the Government of the Russian Federation Kursk Branch Publ., 2020, vol. 1, pp. 137‒140. (In Russ.)

10. Goryushkina N. E. [The history of hotel business: inns in Russia of the XIX century]. Za nami budushchee: vzglyad molodykh uchenykh na innovatsionnoe razvitie obshchestva. Sbornik nauchnykh statei Vserossiiskoi molodezhnoi nauchnoi konferentsii [The future is ours: the view of young scientists on the innovative development of society. Collection of scientific articles of the All-Russian Youth Scientific Conference]. Kursk, Universitetskaya kniga Publ., 2020, vol. 1, pp. 324‒327. (In Russ.)

11. Maksimenko I. A. Sinkhronizatsiya strategicheskikh deistvii restorannogo biznesa i rynka krasnoyarskogo kraya kak faktor obespecheniya konkurentnoi ustoichivosti [Synchronization of strategic actions of the restaurant business and the Krasnoyarsk territory market as a factor of ensuring competitive stability]. Regional'naya ekonomika i upravlenie = Regional Economics and Management, 2021, no. 4 (68), pp. 1‒14.

12. Morozova M. R., Panfilova E. A. Strukturnaya dinamika razvitiya rynka restorannykh uslug v g. Rostove-na-Donu [Structural dynamics of the restaurant services market development in Rostov-ONDon]. Simvol nauki: Mezhdunarodnyi nauchnyi zhurnal = Symbol of Science: International Scientific Journal, 2021, no. 12-1, pp. 36‒40.

13. Fedeneva I. N., Sevryukov I. Yu., Leushina O. V., Yakshigulov R. A. Obshchestvennoe pitanie v strukture turistskoi industrii (na primere g. Novosibirska) [Public catering in the structure of the tourist industry (on the example of Novosibirsk)]. Chelovek. Sport. Meditsina = Man. Sport. Medicine, 2021, vol. 21, no.S1, pp. 166‒170.

14. Chernova A. D., Tokareva T. Yu. Analiz sovremennogo sostoyaniya i perspektiv razvitiya organizatsii i tekhnologii predostavleniya uslug pitaniya v rossii i za rubezhom [Analysis of the current state and prospects for the development of the organization and technologies of catering services in russia and abroad]. Gumanitarnyi nauchnyi zhurnal = Humanitarian Scientific Journal, 2021, no. 1, pp. 173‒178.

15. Leontieva I. N. Sostoyanie i tendentsii razvitiya obshchestvennogo pitaniya v Arkhangel'skoi oblasti [The state and trends in the development of public catering in the Arkhangelsk region]. Vestnik nauki = Bulletin of Science, 2022, no. 7 (52), pp. 185‒191.

16. Prokopets T. N., Kamornaya D. A. Issledovanie funktsionirovaniya predpriyatii obshchestvennogo pitaniya kak strukturnogo elementa razvitiya industrii gostepriimstva [Investigation of the functioning of public catering enterprises as a structural element of the development of the hospitality industry]. Turizm i gostepriimstvo = Tourism and Hospitality, 2022, no. 2, pp. 3‒8.

17. Ivanchenko O. V., Perepelitsa A. O. Vliyanie pandemii COVID-19 na transformatsiyu tsifrovoi marketingovoi deyatel'nosti v sfere restorannogo biznesa [The impact of the COVID-19 pandemic on the transformation of digital marketing activities in the field of restaurant business]. Vestnik Rostovskogo gosudarstvennogo ekonomicheskogo universiteta RINKh = Bulletin of the Rostov State University of Economics RINH, 2021, no. 4 (76), pp. 64‒70.

18. Ischuk A. S. Franchaizing i COVID-19: adaptatsiya, trendy i potentsial v vosstanovlenii ekonomiki [Franchising and COVID-19: adaptation, trends and potential in economic recovery]. Rossiiskii vneshneekonomicheskii vestnik = Russian Foreign Economic Bulletin, 2022, no. 4, pp. 119‒130.

19. Silcheva L. V., Balynin K. A. Gastronomicheskaya identichnost' regiona. Sushchnost' i prakticheskoe znachenie [Gastronomic identity of the region. The essence and practical significance]. Estestvennye i matematicheskie nauki v sovremennom mire = Natural and Mathematical Sciences in the Modern World, 2015, no. (31), pp. 86‒92.

20. Pravitel'stvo Rossiiskoi Federatsii [Government of the Russian Federation]. Available at: https://government.ru/. (accessed 20.02.2023)