Concept of multinational cuisine in the public catering modernization system of Kazakhstan

The purpose of the research is to establish and develop effective concepts in the catering industry, their constant adaptation in accordance with modern trends is necessary for the survival of the company in a competitive market. One of the simple and popular concepts, regardless of the format of the institution, is the national cuisine. At the same time, this concept was transformed into an independent direction in Kazakhstan due to the peculiarities of the social and cultural development of the country. This concept is still not fully understood, does not have a clearly defined definition, description of the features of the components. In this regard, the purpose of the research is to study the features of the concepts of public catering establishments of various formats on the example of the Republic of Kazakhstan and the city of Taraz, in particular, and, on this basis, to study the reasons for the emergence, success factors and prospects for the development of a unique concept of multinational cuisine, taking into account global trends.

Methodology. The study used a systematic analysis of the concepts of public catering establishments, analysis of the results of scientific research, Internet sources and media materials, developed a questionnaire, interview form, collected and analyzed the results of the survey with various target groups: business communities, employees and visitors of food establishments with coverage of more than 60 % of the city's establishments.

Originality / value of research – complex factors influencing the development, development and success of the concepts of public catering establishments of various formats are investigated. The possibilities of developing ideas for branding based on the study of socio-cultural criteria and demand characteristics are shown.

Findings – the reasons for the emergence and trends in the development of a unique trade offer in Kazakhstan – the concept of multinational cuisine. The factors that must be considered when creating and promoting the concept of public catering establishments are studied and taken into account. The features of the concept of multinational cuisine and positive factors of development corresponding to modern trends are named.

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