IMPROVING THE PRODUCTION PROGRAM IN A SPECIALIZED FOOD SERVICE ESTABLISHMENT

Abstract

Pizzerias are among the most popular formats of specialized food service establishments in large cities, which leads to high competition in this segment. To ensure sustainable development and maintain competitive advantages under modern conditions, it is necessary to continuously improve the production program of the establishment — a set of product assortment, technological processes, and organizational solutions that determine the direction of business development. This article explores the production programs of leading pizzeria chains in Kyiv, analyzing their assortment policies, technological approaches, and marketing positioning. A significant variation in formats has been identified: from narrowly specialized fast-food chains with concise menus to family restaurant concepts offering dozens of items across different categories. A comparative analysis made it possible to identify the strengths and weaknesses of each chain and outline directions for improving the production programs of specialized establishments. A comprehensive set of measures is proposed, including menu optimization (elimination of low-profit items, focus on key product categories, introduction of new items aligned with gastronomic trends), enhancement of technological processes (standardization, automation, flexible logistics), and marketing strategies (clear positioning, targeted communication). Implementing these measures will enhance the operational efficiency of pizzerias and increase their adaptability to current challenges.