Attractiveness of Restaurant Markets in Siberian Federal District

Abstract

Many restaurant companies turn to territorial expansion to restore and develop the restaurant market after COVID-19 restrictions and disruptions in logistics. As a result, they need to select territories with the greatest business development prospects. As a rule, they choose geographical markets for expansion based on attractiveness assessments and market ratings provided by various research companies and institutes. However, these reports often lack rating attractiveness assessments for separate regions and the domestic restaurant market as a whole. Moreover, a review of scientific publications revealed no standard approach to market parameters in this sphere. The authors employed three different methods to assess the attractiveness of restaurant markets in the regions of the Siberian Federal District. Each method included single-factor or multi-factor parameters that determined the state of the restaurant market at a static moment in time. The methods were based on objective statistical data, which provided a fairly high degree of reliability. The comprehensive diagnosis yielded an attractiveness rating for various regions of the Siberian Federal District and their territorial expansion prospects for restaurant companies. The Krasnoyarsk Region demonstrated the best results byall methods. The republics of Khakassia, Tyva, and Altai appeared to be the least attractive areas for restaurant business expansion. The remaining six regions of Novosibirsk, Altai, Kemerovo, Irkutsk, Omsk, and Tomsk occupied the middle ranking.