Keyword: «restaurant business»

The paper discusses the meaning of the term "restaurant business" based on the analysis of the language used in the economic literature. The necessity of definition of the restaurant business in author's edition and is determined by its place in the infrastructure of commercial and industrial complex on the basis of specific features of the sector of the economy.

The paper deals with Internet marketing definition and its channels and instruments. The authors define its role in promotion of restaurant services and reveal specific features of restaurant service promotion in Internet.

In the modern economy, there is a complex system of interaction of many elements. For the effective development of this system, it is necessary to carry out economic transformations that will take into account the interests of various consumers. Economic changes based on innovative approaches to doing business. The main task of the innovative strategy of enterprises, including catering, is to ensure stable growth in the quality of products and services provided. The experience of other countries shows that in order to successfully adapt to the new economic model, it is necessary to develop new mechanisms and concepts that contribute to improving the quality of products and services, and can lead to greater accessibility for consumers. The relevance of the research is due to the increased interest of entrepreneurs in non-standard business formats that allow them to present products in a unique way and attract new customers. The purpose of the study is to substantiate the prospects for the development of the concept of «Pop-up» restaurants. The objectives of the study include: to present an analysis of the existing formats of public catering enterprises; to characterize the concept of «Pop-up» restaurants; to propose options for the technical equipment of «Pop-up» restaurants.