Study and analysis of user behavior trends in the restaurant business organizations within the digital environment

the article examines the main factors influencing consumer behavior when interacting with digital restaurant business platforms. Based on the results of previous studies in the context of the development of modern digital technologies, a significant increase in the number of users using online platforms to select a restaurant or deliver finished products was revealed. One of the main problems is a significant number of refusals to make a purchase, which may indicate a number of factors influencing guest behavior. The purpose of the work is to identify trends and preferences of users in the digital environment, as well as identify bottlenecks in the digital customer journey. The research methodology includes the analysis of data obtained from the YUMA restaurant automation ecosystem in the period from August 2024 to January 2025. The empirical material covers website visit statistics, user session duration, conversion and bounce rates, differentiated by device type and browser. Data analysis showed the dominant role of mobile devices, especially on pre-holiday and holiday days. The results showed that the average time spent on the site from a PC is 20% higher than from smartphones, while the conversion rate via mobile devices is 3 times higher than for PCs. The results of these studies highlight the need to optimize and improve primarily mobile versions of restaurant sites and applications, as well as to develop personalized offers to increase the competitiveness of the restaurant business in the context of digitalization.

restaurant business, digital environment, customer journey, website, browser, conversion, smartphone