Food allergens as an issue of a 'successful' hospitality business

Choosing and consuming food in a restaurant, the guest (consumer) also participates in the creation of experience. This experience should be positive and be a pleasure for all senses in order for the guest to return to the same hospitality facility. However, for people who are allergic to foods, the choice and consumption of food in hospitality facilities can turn to negative experience, lead to fear, and even to negative or fatal reactions and consequences. That is exactly what can make successful business difficult for the hospitality facility, given that the number of food allergens is increasing every day as well as the number of guests with such problems. The paper has a task to examine the challenges faced by hospitality facilities in the area of the city of Novi Sad, to which they can respond, and to which they would like to respond when allergens are concerned.