The article discusses the development of new approaches and methods, the use of modern forms of service provision and the features of existing factors that ensure the effective development of digital transformation, as well as increasing customer satisfaction in the field of restaurant services. The important aspects of increasing customer satisfaction, improving restaurant service and the service landscape based on digital transformation using product, technological and managerial innovations are revealed.

The article offers an expert assessment of the usefulness of the material, functional and emotional factors that determine the consumer value of restaurant services. The value level is estimated based on the difference between the expected and current value. The changes in consumer value factors depending on the type of restaurant are shown.