SERVICE AS A KEY TO EFFECTIVE ACTIVITIES OF THE RESTAURANT INDUSTRY

The article is devoted to the topical issue of increasing the efficiency of restaurant enterprises through service and improving service. The article reveals the theoretical aspects of the concept of hospitality and service. Features of services in the sphere of restaurant business and their distinctive characteristics have been unraveled. It has been revealed that the service component of the product of restaurant business has such features as: high level of uncertainty of the result at the time of purchase; production, provision and consumption of services occurs simultaneously; the service cannot be saved; its intangible component is inseparable from the consumer. The article examines the specifics of the service in the restaurant business, where special attention is paid to the justification of its place in the system of modern tools of market management and marketing of the restaurant industry. It is determined that one of the newest marketing tools used in restaurants is the process. In the restaurant business, the process includes management style, division of responsibilities, service, cooking technology, food presentation and more. The content of the service components has further been formed and disclosed. It is proved that to improve the level of service it is necessary to focus on working with staff in the following areas: the level of professional and communicative competence, personal growth and motivation, internal collective climate. The influence of these components of the service on the activity of restaurant enterprises has been substantiated. The practical aspects of application of separate innovative directions of activity of establishments of restaurant economy were also defined. In particular, the expediency of introduction of such products as a rule «SEC ryle», «Open Table» and innovative tendencies of «open» kitchen, «visibility» and proximity of restaurant to the client, «hidden guest» etc. is proved.