Analysis of key impact assessment criteria external factors on the finances of enterprises public catering

The success of catering enterprises directly depends on the ability to adapt to a dynamic external environment, and therefore it is critically important to make effective management decisions and analyze key external factors affecting financial results. The purpose of the study is to develop a system of criteria and quantitative indicators for a comprehensive assessment of the impact of external factors on the financial condition of public catering enterprises. Methodology: the article provides a review of the literature on external environmental factors, research, comments and arguments of scientific authors on environmental factors. Based on the synthesis of these approaches, a system of evaluation criteria is proposed, including price competition, customer loyalty, resource availability, economic situation, industry regulation, technological development, infrastructure, social environment and global trends. Its advantages and disadvantages are highlighted, and to level the latter, quantitative indicators are determined for each criterion (for example, the price competition index) and econometric models are proposed that link these indicators with the financial results of the enterprise (revenue, profitability), as well as consumer spending analysis, geospatial analysis, sentiment analyses of social networks and trend monitoring. The practical applicability of the developed system is demonstrated by the example of a case study. The result was a comprehensive understanding of the factors affecting finances in the catering industry. The application of the developed system of criteria and models will allow catering enterprises to assess the impact of external factors on financial results, identify key risk factors and opportunities, as well as develop effective development strategies aimed at improving competitiveness and financial stability. The conducted research makes a significant contribution to the development of tools for analyzing and forecasting the financial condition of public catering enterprises, providing them with an effective tool for adapting to changing market conditions.