Glocalisation Trends and Principles of Forming a Local Restaurant Menu

The modern restaurant industry is under the influence of globalization and changes in consumer priorities, which makes it relevant to study glocalization approaches in the formation of a local menu. The purpose of the study is to analyze glocalization trends and determine the principles of creating a local menu taking into account seasonality, local products and cultural authenticity. The study was carried out on the basis of a systematic analysis of restaurant business trends, a literature review, a comparative analysis of local and global practices and a generalization of statistical and practical data. The methods of analysis, synthesis, comparison, abstraction and systematization were used. It was established that the integration of local products and traditions contributes to increasing the competitiveness of establishments and strengthening the cultural identity of regions. The key principles of forming a local menu were identified: seasonality, transparency of the origin of products, sustainable development, combining traditions with modern techniques and cooperation with local communities. The effectiveness of glocalization approaches is characterized, examples of the application of local products in practice are given, recommendations are formulated for increasing the economic and reputational value of establishments. The main trends are summarized and the principles of integrating local cuisine into the menu are systematized. The theoretical significance is in the formation of a systematic approach to glocalization processes in the restaurant business. The practical significance is in the application of recommendations to increase the efficiency and competitiveness of establishments. The scientific novelty of the study lies in the comprehensive definition of the principles of forming a local menu and integrating national culinary heritage. Prospects for further research are related to the development of models of interaction between restaurants with local producers and cultural institutions. Limitations are the insufficient amount of empirical data on the influence of the local menu on consumer behavior. Type of article is theoretical-empirical.