IMPLEMENTATION OF THE CONCEPT OF HEALTHY EATING IN THE RESTAURANT BUSINESS: ANALYSIS OF CURRENT TRENDS AND THEIR IMPACT ON THE COMPETITIVENESS OF CATERING ESTABLISHMENTS

Abstract

Introduction. The article discusses current trends and prospects for the implementation of the concept of healthy eating in the restaurant business. Today, the concept of healthy eating is becoming an important tool for increasing the competitiveness of restaurant business establishments. Consumers are increasingly inclined to choose establishments that offer dishes made from healthy, natural and organic ingredients, namely, the most popular are dishes made from plant ingredients, gluten-free products, organic products and options for special dietary needs. The purpose of this article is to highlight ways in which restaurants can integrate the concept of healthy eating into their menus. Including balanced meals, working with local farmers, and using seasonal products allow establishments to offer healthier dishes, increasing their value to the consumer. Methods. In the process of writing the article, the following methods were used: theoretical generalization - to identify the main global trends in the field of healthy eating that affect the development of the restaurant business; monographic and systematic analysis - to substantiate the analysis of the healthy eating market in the restaurant business; content analysis - to study menus, marketing materials and websites of establishments with a focus on healthy eating to understand how they position their product and what ingredients or dishes they offer; graphic representation - to visualize the results of the study. Results. It was found that the introduction of healthy options in the menu not only meets the current needs of the market, but also contributes to the formation of a positive image of the institution. Such innovations allow restaurants to maintain competitiveness by adapting to rapidly changing customer preferences and meet the challenges of modern society, which is increasingly focused on a healthy lifestyle. Conclusions. In addition, healthy eating contributes to the environmental responsibility of establishments, which further attracts conscious consumers and creates long-term competitive advantages in the modern market.