Guidelines for the Development of Restaurant Businesses: Providing Online Food Delivery Services in Khon Kaen, Thailand

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.