OPTIMIZATION OF THE RESTAURANT BUSINESS UNDER THE CONDITIONS OF MARITAL STATE: TRENDS AND PERSPECTIVES

The full-scale invasion of the Russian Federation into Ukraine completely reformatted the socio-­economic reality of the functioning of all sectors of the economy. The new operating conditions became a serious challenge for the restaurant business: many business entities were forced to completely stop their activities or change their format. In view of this, the issue of determining directions for optimizing the restaurant business in wartime conditions, as a basis for increasing its sustainabil‑ ity, is becoming highly relevant. The article defines the role of the hospitality industry for the effective development of the country's economy, and establishes the place of the restaurant business in this process. The volume of implemented services provided by temporary accommodation facilities and catering establishments in 2018–2021 was analyzed based on the data of the State Statistics Service of Ukraine. The impact of the war on the behavioral characteristics of visitors to institutions compared to the experience of quarantine was determined. The percentage of attendance at working catering establishments in the period from February 14–20, 2022 to February 13–19, 2023 was analyzed, and the cause-and-effect relationships of the illustrated indicators were investigated. Relocation is singled out as one of the options for business preservation and the negative aspects of its use specifically for the restaurant business are studied. The personnel problem faced by the owners of establishments in the conditions of war is re‑ vealed through the prism of shortage and surplus of qualified personnel. The impact of changes in the level of income of citizens on visits to public catering establishments was studied. The practice of restoring the restaurant business in Kyiv was analyzed and the main principles of this process were determined. The main trends in the restaurant sector, which arose under the influ‑ ence of the war, are structured. The organization of food delivery and online sales as a tool for restaurant business optimization has been studied. Directions for repurposing the work of establishments in the direction of making them cheaper, including by reworking the menu to use local products, are proposed. The place of digital technologies in the optimization of the restaurant business is determined. Directions for optimizing the work of public catering establishments are summarized in the figure.