PROSPECTS FOR THE SUBSTITUTION OF FOREIGN FAST FOOD ENTERPRISES IN RUSSIA
At the beginning of 2022, the consumer market experienced a massive outflow of foreign brands from the country. The first reaction of foreign network catering enterprises was the suspension of activities. The purpose of the study is to study issues related to the replacement of foreign enterprises in the fast food segment, as well as the prospects for the development of fast food enterprises in the current conditions. Foreign chain catering companies, when making a decision to terminate their activities in Russia, primarily relied on the economic component, since any large chain structure needs more time to restructure work in the face of supply chain failure, recalculate production costs, develop a new pricing policy, than an independent food company. At the same time, new risks are increasing. The fast food segment is recovering faster from the effects of any economic shock. In the short term, completely different formats of fast food establishments may become popular - an American burger, Italian pizzeria, Soviet sausage, patty or dumplings, their popularity will not be determined by a sign, the key will be quality products that will fully satisfy the basic human need for food.