PRODUCT MANAGEMENT OF RESTAURANT ENTERPRISES

The article highlights and analyzes the features of restaurant services as components of the commodity management of enterprises in the restaurant industry. In particular, the features of services in a global sense (immateriality, impossibility of storage, inseparability from the source and inconsistency of quality), as well as the special characteristics of the specific services of the restaurant business (indivisibility, intangibility, fragility, heterogeneity, the local nature of the restaurant industry, the presence of material objects in the restaurant services, a differentiated level of quality and cost, heterogeneity in terms of meeting the needs of customers of a restaurant enterprise, customization, subjective perception by a client depending on individual characteristics, preferences and consumer attitudes, as well as influencing factors, publicity of the provision of services of restaurant enterprises). In the course of the research, the definitions of the terms «restaurant industry», «restaurant service» are described and analyzed from the point of view of leading specialists in the field of management of restaurant enterprises, as well as the legislation of Ukraine. To highlight the features of the commodity management of restaurant services, studies of service classifications were carried out and groups of services from various classifications were distinguished. Knowledge and competent consideration of the characteristics of services, as carriers of the characteristics of the group to which they relate, increases the efficiency of commodity management of enterprises providing services, and restaurant enterprises, in particular. The functions of restaurant enterprises are also highlighted: production and service. The components and features of accounting for the level of quality of restaurant services, a full list of services of restaurant enterprises related to the provision of food products to customers of the restaurant business have been determined. The results of such a study make it possible to efficiently spend resources, maximize the volume of provision of restaurant services and competently promote them among representatives of target markets of restaurant enterprises.