The thesis is based on the research of the application of information and communication technology (ICT) and social media in the service industry, through the example of a pastry shop. Digital business transformation is becoming more and more important in today's world, and the use of automation and order software make business more efficient and productive. The use of ICT and social media provides new opportunities for business development and adaptation to the competitive market in the service industry, such as a pastry shop. Automation is the most influential technology that enables a more efficient and productive business, especially through the use of automated order software. Digital technologies increasingly influence people and change their behavior, attitudes and decisions. Capabilities such as mindset and acquiring new skills contribute to major changes. In this way, social media have become an integral part of people's daily lives, connecting people, sharing information and creating new knowledge. In the last few years, social media has attracted many new users who have incorporated it into their service facilities business. Using social media in business can create new knowledge, attract new customers, promote services and achieve a new level of communication with customers. The development of information and communication technologies and social media has greatly influenced the creation of new digital products, services, applications and platforms that can facilitate or improve almost all business processes in the hospitality industry, especially interaction with service users.