engleski

INCREASING QUALITY AND PROFITABILITY OF RESTAURANT INDUSTRY THROUGH THE INTRODUCTION OF THE MICHELIN GUIDE IN THE REPUBLIC OF CROATIA

The Michelin Guide, besides contributing to the popularization of the “fine dining” restaurants, has also set Croatia on the gastro map of Europe. Croatia received an objective assessment of top experts and we have been given the opportunity and clear standards for quality service, creativity and variety. The purpose and aim of the paper is to explore the impact of Michelin's quality standards on increasing the profitability of the restaurant industry and contribution to the competitiveness of Croatian gastronomic offer on a global scale. By setting clear quality criteria through measurements in the survey questionnaire, the restaurant owners and/or the main chefs ; attitudes on the clarity of Michelin's quality standards have already been set. Determining the importance of some quality criteria on the reference sample of restaurants, included in The Michelin Guide and those with the highest ratings on TripAdvisor, we’ve come interesting conclusions. The conducted research has shown that in most of the restaurants involved in the survey, the introduction of the Michelin Guide influenced positively. The Michelin Guide has more influence on restaurants in larger towns (Zagreb) and on popular tourist destinations (Istria, Kvarner, Dalmatia). Quality service analysis found that Croatian gastronomy still has a lot of work and money to invest in order to progress. As the most important recommendation for the further development of the restaurant industry, the need for permanent investment in education and training is emphasized. This leads to improvement of service quality in restaurants, which will result in a unique gastronomic offer that will stimulate visitors to return to the same restaurant, thus contributing to branding Croatia as a gastro region and leading to sustainable development.

eno-gastro tourism, restaurant industry, restaurant quality, restaurant competitiveness, The Michelin Guide

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