Growing competition in the world determines the importance of innovation technology between countries. High-tech markets encourage the inventors to apply their inventions to commercial project. Many new trends on the world markets depend on factors that generate the ideas and their capacity to be absorbed. Development of new technologies in foodservice is considered a luxury as the sector is comprised predominantly by small and medium size businesses that may not be able to afford the heavy costs involved. However, rapid advancements in information technology have allowed dedicated suppliers to foodservice businesses to develop such innovative products or services which help to be successful on the market. Such hardware or software developments enable food and beverage outlets to increase quality of product, productivity and profitability. This review attempts to provide in-depth discussion and enhance understanding on innovation technology in foodservice enterprises. An article was conducted of a detailed analysis for EU countries food service industry. Analysis shows that international chains have a very strong position in the quick service segment. Technology is developing at an ever-increasing pace and dramatically changes business models in the hospitality industry. In the new economy, organizations that have the ability to develop and adopt the invention in a short period of time and profitably apply it in all areas of business reach competitive advantage over the competition in time. The growing importance of innovation in function of achieving a sustainable competitive advantage determined a brand new concept and innovation classification. Nowadays, the term innovation means not only a significant improvement in process and product technology, but it refers more to the innovation process in the field of human resources, especially in marketing management. For the above mentioned reasons, the paper pays special attention to the marketing innovation analysis and the increasingly significant impact it has on the process of achieving sustainable competitive advantage. The main goal of this article is analysis the theoretical and practical contexts concerning marketing innovation, innovation technology in foodservice enterprises.

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