JUSTIFICATION FOR THE IMPLEMENTATION OF THE GASTROBAR CONCEPT IN BREWPUB OPERATIONS

Abstract

The purpose of the article is to substantiate the managerial and economic feasibility of implementing a gastrobar concept in a brewery pub and to develop a practical transformation model for Beermaster Brewery Pub in Kyiv. The study responds to a market situation in which Ukrainian bars and pubs operate under inflationary pressure, lower footfall, labour shortages, and periodic power outages, while guests expect a fuller gastronomic experience rather than a beverage-only visit. The methodology combines a single-case study, menu content analysis, functional assessment of the kitchen’s material and technical base, workflow mapping, and scenario-based payback calculations. The empirical base includes the authors’ audit of Beermaster Brewery Pub’s concept, menu, kitchen equipment, and sales logic, supplemented by current industry publications and market data. The article identifies five operational constraints of the existing model: a non-through location within the mall, a beer-led menu architecture, underutilised open-fire equipment, cannibalisation from a separate takeaway beer point, and limited blackout resilience due to the ventilation line. It is argued that an Argentine parrilla-based gastrobar concept is well aligned with the pub’s existing hosper, smoker, and open-kitchen format. The proposed model relies on menu engineering, multi-use meat cuts, curated beer pairings, tasting events, and a targeted investment in autonomous power supply for the ventilation system. The calculated one-time investment equals UAH 123,000, while the expected monthly revenue increase ranges from UAH 25,000 to UAH 40,000. After accounting for monthly tasting-format costs, the payback period is estimated at 5–12 months. The practical value of the study lies in a replicable transformation logic for independent brewery pubs that seek to increase average check, extend guest stay, and strengthen operational resilience without changing their beer identity.