Features of Image Formation of Restaurants on Special Orders (Catering)

Topicality. In conditions of growing competition in the restaurant business market, the formation of a positive enterprise image is an important task. Due to this, restaurants on special orders (catering) will be able to successfully compete in the market and attract new customers. The aim of the article. The aim of the study is to develop a structural and logical scheme for the formation of the image of restaurants on special orders (catering) within the boundaries of service customers. Research methods: abstract-logical, generalization. Results. The article proved the importance of creating the image of restaurants on special orders (catering) within consumers’ groups. It was established that the image of the enterprise is an important factor in the choice of catering services by the consumer. It was determined that the image of restaurants on special orders (catering) must be formed taking into account those factors and parameters that consumers of catering services consider the most important. The peculiarities of forming the image of a restaurant business enterprise by consumers of catering services at various stages of interaction with the enterprise were considered. Conclusions and discussion. So, nowadays, forming a positive image among consumers is an important task for restaurant business enterprises that provide catering services. In the structural and logical scheme of image formation of restaurants on special orders (catering), it is offered to pay special attention to consumers of catering services. In particular, it is necessary to take into account that the image is formed when the consumer chooses an establishment, in the process of providing a catering service and after receiving it as well. It is important to study the needs of consumers, their behavior, wishes and requirements for catering services, which will allow to adjust and improve the image of restaurant business enterprises.