ADAPTATION STRATEGIES DURING THE CORONAVIRUS 2019 PANDEMIC OF RESTAURANT BUSINESS IN THON BURI, BANGKOK

Abstract

The purpose of this study was to study the adaptation strategies during the coronavirus disease 2019 epidemic of restaurant businesses in Thonburi area, Bangkok. The researcher used a qualitative research approach; which is a study and analysis of documents, in-depth interview and non-participant observation. The researcher used a descriptive analysis method.

The results showed that Adaptation strategies during the Coronavirus 2019 epidemic of restaurant businesses in Thonburi area Bangkok consisted of: 1) The product aspect was analyzed on the raw materials used by considering the cost and using a method to reduce the quantity in purchasing raw materials 2) Price, there is no product price adjustment, but there will be an increase in promotion funds. (3) Distribution channels are sold in More online formats (4) Marketing promotion has a method to attract customers by creating promotions (5) Process Focus on maintaining service quality and service standards. (6) Personnel, there is a manpower analysis by reducing the working time and care about health and employee safety (7) The physical environment is reorganized and refurbished. The results of this research can be used as a guideline for determining restaurant business strategy.