managementranepaУправленческое консультированиеAdministrative Consulting1726-11391816-8590Russian Presidential Academy of National Economy and Public Administration. North-West Institute of Management.10.22394/1726-1139-2023-2-99-121managementranepa-2195Research ArticleОБЩЕСТВО И РЕФОРМЫSOCIETY AND REFORMSВлияние пандемии COVID-19 на ресторанный бизнес: рекомендации на основе экспертного интервьюImpact of the COVID-19 Pandemic on the Restaurant: Recommendations Based on an Expert InterviewСероваЕ. Г.SerovaE. G.

Елена Геннадьевна Серова, доцент, кандидат экономических наук

департамент менеджмента

Санкт-Петербург

Elena G. Serova, Associate Professor, PhD in Economics

Department of Management

Saint Petersburg

egserova@hse.ruВоробьевП. Ф.VorobyevP. F.

Павел Федорович Воробьев, начальник отдела

отдел Стратегического развития

Санкт-Петербург

Pavel F. Vorobyev, Head of the Department

Strategic Development

Saint Petersburg

vorobev-pf@ranepa.ruФайнштейнЕ. М.FainshteinE. M.

Елизавета Михайловна Файнштейн, кандидат экономических наук

департамент менеджмента

Санкт-Петербург

Elizaveta M. Fainshtein, PhD in Economics

Department of Management

Saint Petersburg

e.feinshtein@gmail.comНациональный исследовательский университет «Высшая школа экономики»National Research University Higher School of EconomicsРоссийская академия народного хозяйства и государственной службы при Президенте Российской Федерации (Северо-Западный институт управления РАНХиГС)Russian Presidential Academy of National Economy and Public Administration (North-West Institute of Management of RANEPA)2023120420230299121Copyright © Серова Е.Г., Воробьев П.Ф., Файнштейн Е.М., 20232023Серова Е.Г., Воробьев П.Ф., Файнштейн Е.М.Serova E.G., Vorobyev P.F., Fainshtein E.M.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.acjournal.ru/jour/article/view/2195

   В данном исследовании изучается, как варьируется влияние распространения коронавирусной инфекции на ведение предпринимательской деятельности в ресторанном бизнесе в зависимости от уровня адаптируемости ресторанов к проблемам, возникшим во время пандемии, с использованием трех измерений (анализ проблем потребительского спроса, оптимизация корпоративной стратегии и использование инновационного потенциала компании). Посредством проведения глубинного интервью с 8 ключевыми экспертами отрасли общественного питания г. Санкт-Петербурга (Россия) это исследование описывает и конкретизирует быстро трансформирующуюся проблему выявления основных изменений рыночной ситуации в ресторанном бизнесе в период пандемии COVID-19. Анализ показал, что сетевые рестораны, имеющие достаточное количество ресурсов для решения проблем текучести кадров, развития технологических решений, формирования бренда и лояльности клиентов, более устойчивы к проблемам, возникшим в результате распространения коронавирусной инфекции, чем другие компании в сфере общественного питания. Наличие серьезных проблем, связанных с потребительским спросом, оптимизацией формата предлагаемых блюд и сервиса, оказали существенное воздействие на взаимосвязь между влиянием распространения коронавирусной инфекции и неспособностью адаптироваться к новой реальности ведения предпринимательской деятельности. Результаты работы могут быть полезны предпринимателям и руководителям сетевых ресторанов, разрабатывающим маркетинговые стратегии для установления или корректировки управленческих решений по адаптации компаний сферы общественного питания в период пандемии.

   This study examines how the impact of the coronavirus spread on business operations in the restaurant business varies depending on the level of restaurants adaptability to the challenges encountered during the pandemic, using three dimensions (analysis of consumer demand problems, optimization of corporate strategy and use of the company’s innovative potential). Through in-depth interviews with eight key food service industry experts in St. Petersburg, Russia, this study describes and fleshes out the rapidly transforming challenge of identifying major market changes in the restaurant business during the pandemic. The analysis showed that chain restaurants with sufficient resources to deal with employee turnover, technology development, brand building and customer loyalty are more resilient to the challenges resulting from the impact of the coronavirus spread than similar food service companies. While the presence of serious problems associated with consumer demand, the optimization of the offered dishes format and service had a significant impact on the relationship between the impact of the coronavirus spread and the inability to adapt to the new reality of doing business. The results of the research can be useful for entrepreneurs and managers of chain restaurants who develop marketing strategies to establish or adjust management decisions to adapt catering companies during a pandemic.

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The authors declare that there are no conflicts of interest present.