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Tactical Competition Model Application in Restaurant Services Industry at Different Lifecycle Stages of Organization

In this article, for the first time, the distribution of well-known strategies and tactics of competitive actions by stages of the lifecycle according to the model of D. Miller and P. Friesen is carried out, which allows to provide a more accurate description of the competitive activity of an organization at different stages of its development. Tactics and strategy are closely related, and there is a need for their gradation in the context of the characteristics of the stages of the organization’s life cycle. This study is especially relevant in the period of the COVID-19 pandemic, where tactical models of competition play a special role in accordance with the selected strategies in the field of restaurant services. During the analysis of the activities of restaurant service establishments at different stages of the life cycle, certain patterns in the competitive actions of the organization were identified, which can be compared with the strategies and tactics of competition. The criteria for determining the stage of development of the organization, which determine the conduct of competitive processes, are given. Each stage of the organization’s life cycle is characterized: birth, development, maturity, flourishing, decline on the example of the restaurant services sector. It shows how organizations apply different strategies and tactics of competitive actions within each stage of the life cycle, as well as during the transition from one stage to another. The use of this article can help restaurant businesses by applying the developed matrix of tactical models of competition at various stages of the organization’s life cycle within the framework of a competitive strategy in the practical activities of the organization. Thus, the result of successful implementation of the strategy and tactical models is an increase in the number of potential guests, including permanent ones, and an increase in investment, production, sales and other opportunities. Read more...

Application of the Competitive Strategies for Restaurant Businesses in the Context of Economy Digitalization

The article is devoted to the problems of increasing the effectiveness of competitive strategies of restaurant business enterprises in the context of society digital transformation. Special attention is paid to the Russian experience of digitalization of restaurants. Domestic catering enterprises in conditions of market turbulence are forced to develop innovative competitive strategies for survival and development, an integral component of which is the business digitalization. This determines the relevance of this study. The purpose of the work is to get an idea of the current trends in the use of digital technologies in the framework of competitive strategies of restaurants. The main objectives of the study: to identify the most popular digital technological solutions used in the field of public catering; to determine the nature of the impact of these solutions on the competitive behavior of restaurants. Comparative analysis, method of analysis and synthesis of information about the restaurant market, methods of analysis of scientific publications, marketing research reports, statistical and expert data were chosen as the methodology of this study. Results: the peculiarities of the transformation of restaurant services in the conditions of digitalization are revealed; the specifics of the use of the most popular competitive strategies of restaurants in Russia at present (the strategy of separation of specialized business, the strategy of a strong integrator) are investigated; the most important types of digital systems used by restaurant businesses to automate management and accounting, to organize interaction with customers and to promote services on the market are identified; an algorithm for analyzing customer experience in the restaurant business is considered; recommendations for improving the efficiency of using digital technologies to strengthen the competitive positions of restaurants in a crisis are proposed. Read more...