Abstract
<jats:p>The article is dedicated to the study of the regional specificity of traditional Boykos cuisine as an ethnic group with the aim of creating a distinctive recognizable corporate style and developing the concept to the level of a brand. Ukrainian cuisine is largely regional, as Transcarpathian or Boykivska cuisines differ significantly from, for instance, Polissya or Poltava cuisines. Boykivska cuisine reflects not only the customs and tastes of the Boykos people, but also the social conditions, natural and climatic features in which this ethnic group was formed. The abundance of Carpathian nature and the production of their own food products shaped an assortment of dishes with rich taste and functional properties. The purpose of the article is to outline the potential and significance of the "ethnic cuisines" concept as one of the driving forces for the development of Ukraine's restaurant business in the realities of prolonged crisis and economic downturn. With the aim of increasing the value of local resources, the promotion of local cuisine restaurant brands is relevant. This study employs specialized marketing research and examines financial and commercial reports of the "Boykivska Hostyna" restaurant. Thus, through the development of a strategy for integrating gastronomic potential and its implementation, it will be possible to obtain not only the economic impact of tourism, but also simultaneous growth of social and cultural conditions of the community. It has been established that the most popular dishes at "Boykivska Hostyna" restaurant are "Terchanyky in a Pot," "Lyhantsi with Meat," and "Boykivskyi Pot," which constitute the main share of sales and play a leading role in the demand structure. It has been revealed that dishes from the "Terchanyky" group have the highest level of attractiveness among visitors, which is confirmed by the highest percentage ratio of the number of checks to the number of visitors. The main peak sales hours fall during lunch (13:00–15:00) and evening (20:00–21:00) periods, which should be taken into account when planning production capacity, staffing, and marketing activities. The highest level of demand was recorded on Thursdays and Fridays, which indicates the expediency of strengthening promotional offers, special menus, or thematic gastronomic events specifically on these days. The obtained results confirm the stable popularity of traditional Boykivska dishes and the feasibility of their further development as a key element in forming the restaurant's gastronomic identity and enhancing its competitiveness. The conducted analysis of dish sales indicates that all dishes with high percentages demonstrate good demand and point to the stable popularity of traditional Boykivska dishes at the "Boykivska Hostyna" restaurant.</jats:p>