Strategizing the System of School Catering in the Context of Digitalization

Abstract

For children and adolescents, diet is a strategically important factor that affects their quality of life and well-being. However, the strategizing of school meals systems remains understudied, especially in the aspect of digitalization. This article introduces theoretical and methodological provisions for strategizing the systems of school catering in the context of digitalization. The research was based on the general theory of strategy and methodology of strategizing developed by V.L. Kvint. The authors determined the innovative approaches to the strategic development of public-school catering and the role of digitalization in the production process and menu planning. The strategic mission was designed based on the interests and values of the key stakeholders. The list of strategic priorities included four points. First, the menu should be diverse and comply both with the dietary needs of schoolchildren and the average family income. Second, marketing, production, and logistics need to rely on digital technologies. Third, new joint agricultural projects are to diversify the local menu. Fourth, strategic expansion includes a Competence Center and new markets. Each priority requires specific strategic goals and competitive advantages. The article also introduces I. Ansoff’s matrix that demonstrates new markets, products, and expansion prospects. The results can help school catering enterprises to strategize their development