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The object of this research is the impact of the crisis caused by military actions in Ukraine on the restaurant business. The study aims to examine the adaptation strategies that restaurants use for survival and development in the face of sudden economic changes and increasing uncertainty. The problems addressed in the study include responding to the loss of customers, rising food prices, decreasing cash flows, and a shortage of qualified workers. The main findings of the study showed that restaurants that successfully adapt implement comprehensive changes: from digitalizing ordering and delivery processes to revising menus and optimizing resource use. These steps not only reduce costs but also improve operational efficiency, which is crucial for maintaining customer loyalty and attracting new customers. Specifically, restaurants that invested in digitalization (e. g., electronic menus, online ordering, and inventory management systems) reported a 30–40 % increase in sales compared to those that did not implement such changes. Restaurants that implemented strategies for staff retention and cost optimization reduced staff turnover by 25 % and increased productivity by 20 %. The results are explained by the implementation of innovative approaches and strategic rethinking of business models, which allow quick responses to changing market conditions and consumer needs. Effective use of digital technologies and optimization of internal processes have become key success factors. The data obtained have significant theoretical and practical value, as they can be used to develop recommendations aimed at improving the resilience and adaptability of the hospitality industry in crisis conditions. These results help understand how managers can use strategic planning to optimize business processes and ensure enterprise stability. The importance of the research is also highlighted by identifying future research directions that can help the restaurant business more effectively adapt to changing market conditions and global crises.
Kharenko et al. (Tue,) studied this question.