CREATIVE TRENDS IN GASTRONOMIC FASHION: A CASE STUDY OF THE SPREAD OF POPULARITY OF TRIANGULAR SLICE PIZZA IN UKRAINE
Abstract
The mass catering industry in the 21st century is under the strong influence of globalization trends and the mutual influence of Anglo-American and Asian cultures of restaurant food consumption. American influence, primarily through internationally distributed American fast food restaurant chains, leads, according to our observations, to the hamburgerization of the restaurant business of the planet. That is, the formation of an established fashion among average consumers of different nations and continents for consuming the food that is advertised and served in the USA, that is, dishes promoted through fast food corporations, the film industry, television, the Internet, YouTube and social media: hamburgers, cheeseburgers, French fries, crispy wings, rolls, nuggets, etc., invariably accompanied by Coca-Cola. So, today the demand for Americanized cuisine significantly outweighs other national gastronomic trends. The market niche of restaurants with dishes born in the USA on all inhabited continents demonstrates a trend of continuous growth every year. The article outlines the trend of development in Ukraine of a creative gastronomic fashion for slice pizza. This fashion consists in the interest of an increasingly numerous segment of clients of pizzerias and street food restaurants not in traditional pizzas, but in portioned pizzas in the form of triangular New York slices. The conducted research gives the author grounds to state: the demand for newfangled slices among Ukrainians is growing; the Google search engine, as well as mobile applications for delivering food to the doorstep, record the growth of the market niche of “pizza by slice” consumption in Ukraine. This article presents facts and summarizes the trend of dynamic introduction of slice pizza in creative signature dishes by catering establishments in the capital and regional centers of Ukraine. Niche orientation towards individual visitors and affordability of the slice product today are the keys to the wide distribution of this dish in the catering sector of Ukraine. We consider such product diversification of the offer line of pizzerias and bars as one of the driving forces of adaptive transformation of the restaurant business of Ukraine in the realities of a protracted crisis and economic downturn.
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