Abstract
This research aims to find the guidelines for developing the restaurant businesses providing online food delivery services in Muang District, Khon Kaen Province, Thailand. Qualitative research was utilized to conduct the research. There were two techniques: namely, Documentary research and In-depth interviews (IDI) with seventeen key informants with at least five years of business experience. The study found that 9 M (Man, Money, Materials, Management, Morale, Message, Marketing, Menu, and Mindset) led to the business-critical successes. Place or distribution channel was an important factor for service marketing mixed factors. The finding showed three service innovations: 1) New service concepts, 2) New service processes, and 3) New service business models for the guidelines to develop restaurant businesses providing online food delivery services.
Highlights
The restaurant business statistics in the United States indicated the failure rate of more than 60% of all restaurants
The same was true for restaurant businesses in Thailand, where there was a lower 5-year retention record [1] [2], while the past five years Thai SMEs Center provided information that the restaurant businesses using an online food delivery platform in Thailand have continued to grow by 14%, growing more than the non-delivery restaurant businesses with an average growth of only 3 - 4% per year
Business Factors for running restaurants providing online food delivery in Khon Kaen, Thailand From the research, it was found that Business Factors for running a restaurant providing online food delivery in Khon Kaen, Thailand was 4-M as follows: 1st M - Man: the business was considered in term of the quality and development of employees' potential regularly in the organization
Summary
The restaurant business statistics in the United States indicated the failure rate of more than 60% of all restaurants. One of the most common causes was the restaurant’s location, consumer behaviors, and restaurant management. Restaurant businesses in Khon Kaen province, adjusted to do business by maintaining service standards following clean, safe and hygienic principles following the announcement of urgent measures to prevent the spread of the epidemic and infectious disease COVID 19 for restaurant businesses, including finding out how to provide food via online food delivery channels [3] [4] With technology, demographic structure and consumer behavior changing. Including the restaurant management innovation that must create competitiveness for the businesses’ survival; this makes the researcher need to find the guidelines to develop the restaurant business through online food ordering platforms that are in line with today's consumer behavior. It will need to search a new service model and restaurant management innovation.
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