Dopad digitalizace na efektivitu a konkurenceschopnost podniku v gastronomii

Abstract

The diploma thesis deals with the impact of digital transformation on efficiency and competitiveness in the gastronomy sector. The objective is to evaluate the benefits of self-service technologies in a selected entity based on a comprehensive analysis and to propose a strategy for its further development. The theoretical part defines key concepts and trends, while the methodological part specifies strategic analysis tools and performance measurement procedures. The practical part analyzes a restaurant in Ostrava using PEST analysis, Porter's five forces model, and VRIO. Operational performance is quantified through an analysis of key performance indicators such as average order value, RevPASH, and labor costs, as well as the Total Cost of Ownership methodology and payback period calculation. The results confirmed that digital kiosks brought significant economic benefits in the form of higher average spending, revenue growth, and structural savings in labor costs and staff time. The analysis also demonstrated high profitability and a fast return on investment. However, the research revealed barriers in the hybrid payment model and weaknesses in the manual loyalty program. The proposed recommendations aim at full payment automation and digitalization of the loyalty system to ensure long-term stability and competitive advantage for the business.