Strategies for Adapting to a New Normal for Survival in the Operations of Thai Restaurant Business Operators under Steve Cafe & Cuisine

Abstract

       The objectives of this research were : 1) to study the operating conditions of Thai restaurant business operators under Steve Cafe & Cuisine. 2)To study the internal and external factors related to the operation of Thai restaurant business operators under Steve Cafe & Cuisine.3) To study strategies for adapting to new normal for survival in the operations of Thai restaurant business operators under Steve Cafe & Cuisine. 4) To compare strategies for adapting to a new normal for survival in the operations of Thai restaurant business operators under Steve Cafe & Cuisine, classified by operating conditions, and 5) to determine the relationship between strategies for adapting new normal for operational survival with the internal and external factors related to the business operations of Thai restaurant operators under the Steve Cafe & Cuisine. The population of 50 includes business owners, executives, managers, supervisors, restaurant employees and 350 consumers who choose to use the service of 3 branches of Thai Steve Cafe & Cuisine located in Bangkok, namely Dhevet branch, Rama VI branch and Phan Fa branch. The research instrument was a questionnaire. The statistics used for data analysis were frequency, percentage, mean, standard deviation, one-way ANOVA, and statistical correlation coefficient.

       The results of the research found that 1) most of the respondents' restaurant business located in Dhevet has been in business for 5 to 10 years. It is a large business (more than 20 tables) and the number of employees is more than 15 people while having sales of 300,000 baht per month or more. Curry is the restaurant’s bestselling dish. The main customers of the restaurant are both Thais and foreigners. 2) The restaurant business pays attention to the following factors related to business operations: 2.1) The restaurant business pays attention to internal factors related to the overall business operation at a high level. When considering each aspect in descending order, it was found that the aspect with the highest average was marketing, followed by location, and the least was personnel. 2.2) The restaurant business pays attention to external factors related to the overall business operation at a high level. When considering each aspect in descending order, it was found that the highest mean was the legal factors, followed by customers and the least was competitors.3) The restaurant business focuses on the strategy of adapting to a new normal for survival in the overall operation at a high level. When considering each aspect in descending order, it was found that the highest mean was the products, followed by the price and the least was process.4) Restaurant businesses with different operating conditions emphasize the strategy of adapting to a new normal for survival in the operations of the Thai restaurant business under Steve Cafe & Cuisine were different in all aspects, and 5) when considering the internal and external factors of the business, over all, there was a statistically significant correlation with the new normal strategy for survival of the Thai restaurant business under Steve Cafe & Cuisine at .05 level.