TRANSITION TO THE NEURONUTRITION CONCEPT AS A KEY CONDITION FOR IMPROVING THE QUALITY OF LIFE OF THE REGIONAL POPULATION

Yuliya V. Zolotareva; Veronika V. Hubulova; Genrih E. Ayrih; Firyuza A. Bazarova

doi:10.55186/2413046X_2026_11_8_131

VAK Russia 5.2.3 UDC 316.3 UDC 330.567

3 more Collapse

TRANSITION TO THE NEURONUTRITION CONCEPT AS A KEY CONDITION FOR IMPROVING THE QUALITY OF LIFE OF THE REGIONAL POPULATION

Published in MOSCOW ECONOMIC JOURNAL · Volume 11, Issue 9, 2026 · Pages 136–166 · Rubric: Regional and branch economy

DOI: https://doi.org/10.55186/2413046X_2026_11_8_131 · EDN: QALUFW

Received: 24.08.2026 Accepted: 08.10.2026 Published: 09.10.2026

Authors

Yuliya V. Zolotareva

Veronika V. Hubulova

Genrih E. Ayrih

Firyuza A. Bazarova

Yuliya V. Zolotareva

Academic degree: candidate of sociological sciences

Science rang: docent

Branch of the Stavropol State Pedagogical Institute Associate Professor · Department of General Pedagogy and Pedagogical Technologies · Russian Federation · Essentuki

Veronika V. Hubulova

Academic degree: candidate of economic sciences

Science rang: docent

Branch of the Stavropol State Pedagogical Institute Associate Professor · Department of History, Law and Social Sciences · Russian Federation · Essentuki

Genrih E. Ayrih

Essentuki Institute of Management, Business and Law Russian Federation · Essentuki

Firyuza A. Bazarova

Moscow State University of Design and Technology Specialist · Russian Federation · Moscow

ABSTRACT

The article examines the concept of a "neuro-menu", a food service format in which the customer chooses not a dish but the psychophysiological state they want to reach: lower anxiety, recover after physical exertion, regain focus or fall asleep easily. The starting point is a simple observation. A tired or overloaded person opens a delivery app, faces hundreds of near-identical items and ends up with extra cognitive load, the effect Barry Schwartz called the paradox of choice. In Russia, the format is practically absent. The scientific basis of the concept draws on evidence about the bidirectional gut–brain axis, research in nutritional psychiatry, and data on dietary precursors of key neurotransmitters (serotonin, dopamine, GABA, acetylcholine), as well as on the effects of magnesium, omega-3 fatty acids, L-theanine, curcumin and natural melatonin. On this foundation the author proposes a neurochemical matrix of six target states and a two-tier product model, in which a fast-acting drink is paired with a base dish of cumulative effect, strengthening the perceived result for the customer while raising the average order value. The business section sets out a launch from scratch: subletting an idle restaurant kitchen under a dark kitchen model, separate roles for the website and a proprietary app, a zoned delivery system that favours in-house couriers at the start, and targeted local marketing through gyms, yoga studios and coworking spaces. Corporate well-being is treated as a source of guaranteed revenue and a hedge against swings in consumer demand. The base-case financial model yields about 1 million roubles in monthly revenue, a net margin of roughly 24% and payback on start-up investment within 12–18 months. Customer loyalty is explained through Charles Duhigg's habit loop: people return not for the taste but for a repeatable result. The article is intended for entrepreneurs, restaurateurs and foodtech start-ups looking for a resilient model after the wave of Moscow restaurant closures in 2025.

KEYWORDS

neuronutrition, food organization, quality of life, labor productivity, human behavior, competitiveness, neuro‑menu, financial model

Text

Text (PDF)

Read Download

1. Gromova, O.A., Torshin, I.Yu. Magniy i piridoksin: osnovy znaniy. - Moskva: RSC Institut mikroelementov YuNESKO, 2006. - URL: https://rusneb.ru/catalog/010003_000061_4c052aac831a58d7ad6210a602c7f463/?ysclid=mtvnqblz6n504569352

2. Jacka, F.N. et al. A randomised controlled trial of dietary improvement for adults with major depression // BMC Medicine, 2017. – URL: https://link.springer.com/article/10.1186/s12916-017-0791-y

3. Opie, R.S. et al. Dietary recommendations for the prevention of depression // Nutritional Neuroscience, 2017. – URL: https://www.tandfonline.com/doi/abs/10.1179/1476830515Y.0000000043?journalCode=ynns20&cookieSet=1

4. Howatson, G. et al. Effect of tart cherry juice on melatonin levels and sleep quality // European Journal of Nutrition, 2017. – URL: https://www.tandfonline.com/doi/abs/10.1179/1476830515Y.0000000043?journalCode=ynns20&cookieSet=1

5. Grosso, G. et al. Omega-3 fatty acids and depression: Scientific evidence and biological mechanisms // Oxidative Medicine and Cellular Longevity, 2014. – URL: https://www.sci-hub.ru/10.1155/2014/313570?ysclid=mtvobg8xij116695720

6. Hidese, S. et al. «Effects of L-theanine on stress-related symptoms and cognitive functions in healthy adults» - Nutrients, 2019. DOI: https://doi.org/10.3390/nu11102362

7. Aggarwal, B.B., Harikumar, K.B. Potential therapeutic effects of curcumin, the anti-inflammatory agent, against neurodegenerative, cardiovascular, pulmonary, metabolic, autoimmune and neoplastic diseases // International Journal of Biochemistry & Cell Biology, 2009. – URL: https://www.researchgate.net/publication/23133409 DOI: https://doi.org/10.1016/j.biocel.2008.06.010

8. Gershon, M.D. The Second Brain. - URL: https://books.google.ru/books?id=UJObQO7xqnMC&source=gbs_navlinks_s&redir_esc=y

9. Duhigg, C. The Power of Habit, 2012. Model' petli «trigger → deystvie → voznagrazhdenie». - URL: https://www.livelib.ru/book/1000708903-the-power-of-habit-why-we-do-what-we-do-in-life-and-business-charles-duhigg?ysclid=mtvp6r5pkt840929534

10. Schwartz, B. The Paradox of Choice: Why More Is Less // Swafrthmore, 2004. – URL: https://works.swarthmore.edu/fac-psychology/198/

11. Happy Job. Cifrovaya platforma dlya vovlecheniya sotrudnikov // Issledovanie well-being na rossiyskih predpriyatiyah. – 2023. – URL: https://www.stayfitt.ru/?utm_source=yandex

12. Vliyanie pandemii na proizvodstvo i gostepriimstvo: novye realii Yandeks.Taksi dlya dostavki edy iz restoranov. – URL: https://lipoly.ru/blog/vliyanie-pandemii-na-proizvodstvo-i-gostepriimstvo-novye-realii-yandeks-taksi-dlya-dostavki-edy-iz-restoranov/

13. Depression and other common mental disorders: global health estimates // Global'nye ocenki sostoyaniya zdorov'ya, 2017. – URL: https://www.who.int/publications/i/item/depression-global-health-estimates?ysclid=mtvntxh1wt489067299

14. Hubulova V.V., Kosivcov N.N. Marketingovye aspekty vnedreniya tehnologii cifrovyh dvoynikov na regional'nyh rynkah sel'skohozyaystvennoy produkcii // Vestnik Adygeyskogo gosudarstvennogo universiteta. Seriya: Ekonomika. 2023. № 4 (330). S. 103-109. DOI: https://doi.org/10.53598/2410-3683-2023-4-330-103-109; EDN: https://elibrary.ru/OMEMJK

15. Kazakov M.Yu., Il'inov A.V. Ekonomicheskaya politika prostranstvenno-setevyh transformaciy regionov: napravleniya, principy, mehanizmy realizacii v kontekste processov urbanizacii i aglomerirovaniya //Moskovskiy ekonomicheskiy zhurnal. 2025. T. 10. № 8. S. 120-131. DOI: https://doi.org/10.55186/2413046X_2025_10_8_197; EDN: https://elibrary.ru/KLTGLI

PDF JATS XML

Chairman of the editorial board

Aleksandr Fomin

e-science@list.ru

Publishing editor

Ekaterina Syamina

e-science@list.ru

downloads

GOST

Zolotareva Y. V., Hubulova V. V., Ayrih G. E., Bazarova F. A. TRANSITION TO THE NEURONUTRITION CONCEPT AS A KEY CONDITION FOR IMPROVING THE QUALITY OF LIFE OF THE REGIONAL POPULATION // MOSCOW ECONOMIC JOURNAL. 2026. no. 9. pp. 136-166. DOI: https://doi.org/10.55186/2413046X_2026_11_8_131. EDN: QALUFW. (Date of access 24.10.2026).

MLA

Yuliya V. Zolotareva, Hubulova V. V., Ayrih G. E., Bazarova F. A.. "TRANSITION TO THE NEURONUTRITION CONCEPT AS A KEY CONDITION FOR IMPROVING THE QUALITY OF LIFE OF THE REGIONAL POPULATION." MOSCOW ECONOMIC JOURNAL 11.9 (2026): 136-166. DOI: https://doi.org/10.55186/2413046X_2026_11_8_131. EDN: QALUFW.

APA

Zolotareva Y. V., Hubulova V. V., Ayrih G. E., Bazarova F. A. (2026). TRANSITION TO THE NEURONUTRITION CONCEPT AS A KEY CONDITION FOR IMPROVING THE QUALITY OF LIFE OF THE REGIONAL POPULATION. MOSCOW ECONOMIC JOURNAL, 11(9), 136-166. https://doi.org/10.55186/2413046X_2026_11_8_131 EDN: QALUFW.

Chicago

Yuliya V. Zolotareva, Hubulova V. V., Ayrih G. E., Bazarova F. A.. "TRANSITION TO THE NEURONUTRITION CONCEPT AS A KEY CONDITION FOR IMPROVING THE QUALITY OF LIFE OF THE REGIONAL POPULATION." MOSCOW ECONOMIC JOURNAL 11, no. 9 (2026): 136-166. https://doi.org/10.55186/2413046X_2026_11_8_131. EDN: QALUFW.

WIKI

{{cite journal | author = Zolotareva Y. V., Hubulova V. V., Ayrih G. E., Bazarova F. A. | title = TRANSITION TO THE NEURONUTRITION CONCEPT AS A KEY CONDITION FOR IMPROVING THE QUALITY OF LIFE OF THE REGIONAL POPULATION | journal = MOSCOW ECONOMIC JOURNAL | year = 2026 | volume = 11 | issue = 9 | pages = 136-166 | doi = 10.55186/2413046X_2026_11_8_131 }} EDN: QALUFW

Copy

Export: BibTeX EndNote RefMan RusMARC

TRANSITION TO THE NEURONUTRITION CONCEPT AS A KEY CONDITION FOR IMPROVING THE QUALITY OF LIFE OF THE REGIONAL POPULATION

Confirmation