The canvas business model as a framework for enhancing restaurant performance through gastronomic offerings

In contemporary hospitality, the gastronomic offer is increasingly positioned as a key element of competitive advantage and strategic restaurant development. The aim of this research is to examine the role of gastronomy as a strategic tool for improving restaurant business performance through the framework of the Canvas Business Model. The study was conducted on a sample of 85 employees working in hospitality establishments in Belgrade and Novi Sad (Serbia), using a quantitative methodological approach. Employing the Canvas model as an analytical framework, the paper explores how individual components of the model can be optimised in accordance with modern gastronomic trends and guest expectations. The results indicate that the gastronomic offer significantly influences all components of the Canvas model, with the strongest impact observed in the domains of gastronomic innovation, value proposition, and customer relationships. This research provides both theoretical and practical contributions to understanding the integration of gastronomy into restaurant business models, offering recommendations for future studies and implementation in gastronomic management.