Peculiarities of consumer behavior in the segment of the restaurant business (using the example of Moscow establishments)

Introduction. The relevance of studying consumer behavior characteristics in the restaurant business segment stems from economic factors, including the population’s income level and inflation, which impact consumer behavior in the restaurant industry. This study aims to identify the peculiarities of the restaurant market and consumer behavior in the Moscow restaurant services market. Materials and methods. The research materials consisted of scientific articles, books, and publications on consumer behavior in the restaurant business and marketing strategies in this area. Results. Within the framework of the study, three stages were implemented. At the first stage, an analysis of the macroenvironment of the Moscow restaurant market was conducted to identify external factors influencing the modern restaurant business. External factors that have both positive and negative impacts on the development of the restaurant industry were structured and described. At the second stage, to identify the main trends in the Moscow restaurant market, a content analysis method was used to examine the websites of Moscow restaurant business establishments with high rating indicators, based on data from the Yandex neural network. The main trends in the Moscow restaurant market include the orientation of restaurants towards preparing healthy meals and vegetarian cuisine, the use of farm products and local ingredients in prepared dishes, the introduction of technological innovations that simplify the consumer experience, a focus on sustainability in the business model, and a variety of restaurant formats. At the third stage of the study, a survey was conducted among visitors to restaurants and cafes in Moscow to identify the characteristics of their consumer behavior. The identified consumer practices in the restaurant market indicate, on the one hand, the active involvement of the audience in visiting restaurants, cafes, and bars in Moscow; on the other hand, the use of restaurant delivery services through restaurant websites or mobile applications. The dominant influence of rational factors was revealed when consumers choose a restaurant to visit, changing the structure of consumer motivation when visiting restaurants and cafes. Conclusion. As areas of further research corresponding to the subject area , we designate: the study of changes in consumer practices under the influence of the VUCA environment; exploring the impact of digital and standard communication tools on restaurant decision-making; and examining the phenomenon of customers visiting restaurant establishments on a budget.