DEVELOPMENT OF INNOVATIVE METHODS OF INCREASING THE COMPETITIVENESS OF RESTAURANT ESTABLISHMENTS

Abstract. It was determined that in modern economic conditions the market of restaurant services 
is characterized by dynamic development. At the same time, it should be noted that restaurant business 
enterprises operate under conditions of monopolistic competition, the main features of which are a large 
number of establishments differentiated due to non-price influencing factors. It is under such conditions 
that there is a need to develop and implement modern theoretical and methodological approaches to 
managing the competitiveness of restaurant business establishments, especially coffee shops.
Despite such a large number of scientific works, the study of the problems of managing the 
competitiveness of restaurant business enterprises needs clarification and improvement of its 
methodological aspects, taking into account their type, performed functions and peculiarities of 
functioning in the market of restaurant services as a whole. It was established that the evaluation of 
the competitiveness of the coffee shop can be carried out according to various indicators. These 
indicators can be divided into several groups, among which special attention should be paid to coffee 
quality indicators, service and competitiveness indicators: competitive advantage, market positioning, 
customer satisfaction indicators, customer evaluation, customer loyalty. The choice of certain 
indicators of competitiveness to evaluate the activity of a coffee shop depends on specific goals. It is 
also important to use a comprehensive approach to the assessment of coffee shop activity. 
This means that it is necessary to consider not only one or several indicators, but all indicators 
that are important for evaluation. This will help to get a more complete picture of the activity of the 
coffee shop and to develop effective measures for its improvement. The implementation of all the 
proposed measures will allow the coffee shop to strengthen its competitive position on the market 
and achieve success in business.