PORAST GHOST KUHINJA I VIRTUELNIH BRENDOVA

Snježana Gagić Jaraković; Maja Paunić; Vesna Vujasinović; Mateja Stanojević

doi:10.5937/turpos0-58240

dr Snježana Gagić Jaraković Univerzitet u Novom Sadu, Prirodno-matematički fakultet, Departman za geografiju, turizam i hotelijerstvo
dr Maja Paunić Univerzitet u Novom Sadu, Prirodno-matematički fakultet, Departman za geografiju, turizam i hotelijerstvo
dr Vesna Vujasinović Univerzitet u Novom Sadu, Prirodno-matematički fakultet, Departman za geografiju, turizam i hotelijerstvo
Mateja Stanojević Univerzitet u Novom Sadu, Prirodno-matematički fakultet, Departman za geografiju, turizam i hotelijerstvo

DOI: https://doi.org/10.5937/turpos0-58240

Ključne reči: ghost kuhinje, virtuelni brendovi, inovacije u dostavi hrane, transformacija ugostiteljstva

Sažetak

Ugostiteljstvo prolazi kroz duboku transformaciju usled pojave „ghost“ kuhinja i virtuelnih brendova, podstaknuta digitalnim inovacijama i promenama u potrošačkim preferencijama. „Ghost“ kuhinje su objekti za pripremu hrane koji su isključivo za dostavu, predstavljaju isplativo i stabilno rešenje za restoranske operatere, jer eliminišu potrebu za fizičkim prostorima za posluživanje gostiju. Slično tome, virtuelni brendovi koriste strategije zasnovane na podacima kako bi optimizovali ponudu jela i angažovanje kupaca u sve digitalnijem tržištu. Iako ovi modeli nude značajne mogućnosti, kao što su širenje tržišta, smanjenje troškova i operativna fleksibilnost, oni takođe donose izazove, uključujući oslanjanje na platforme za dostavu, diferencijaciju brenda i očuvanje kvaliteta hrane. Ovaj rad istražuje rast „ghost“ kuhinja i virtuelnih brendova, njihove ekonomske implikacije, ključne operativne strategije i dugoročnu održivost u ugostiteljstvu.

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