THE DIGITAL TRANSFORMATION AND ADAPTATION POLICY OF BUFFET RESTAURANT UNDER PANDEMIC SITUATION

Abstract

The objectives of this study are: 1) to learn the opinions of entrepreneurs regarding the adjustment of buffet restaurant business in Bangkok under the epidemic situation; 2) to suggest a guideline for the adjustment of buffet restaurant business in Bangkok under the epidemic situation. The study used phenomenological research methodology by collecting data with in-depth interviews using semi-structured interviews from key informants of buffet restaurant entrepreneurs to apply with a descriptive analysis. The results showed that most entrepreneurs pay more attention to cleanliness in the on-site restaurants and use social media as an additional channel to help their business grow quickly. Moreover, there are suggestions for adaptation using TOWS Matrix format, including: 1) Strengths and Opportunities strategy (SO) is a proactive marketing in offering products and services via social media; 2) Weaknesses and Opportunities strategy (WO) is using information technology in buffet restaurants and limiting the number of daily customers; 3) Strengths and Threats strategy (ST) is building consumer confidence in the quality and safety of businesses; 4) Weaknesses and Threats strategy (WT) is using online channels to create awareness and transfer to delivery platform.