Food and Beverage Service Innovation in the Fine Dining Restaurant during the New Normal Pandemic

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Piyanart Junkrachang
Tarittawan Chareanporn


The purpose of this research is to study the factors causing food and beverage service innovation and to study the patterns of food and beverage service innovation in the fine dining restaurant during the New Normal Pandemic in Thailand. This qualitative research study used documentary research, participated observation, and in-depth interviews. The population is a purposive selecting of the fine dining restaurants of five-star hotels in Thailand.  The data were collected by in-depth interviews with food and beverage managers or management levels who understand the food and beverage operation and their policies. Data were collected from 12 managers of 12 hotel restaurants in 4 tourist destinations in Thailand; Bangkok, Pattaya, Phuket, and Chiang Mai. The study found two factors that contributed to the food and beverage service innovation during a new normal pandemic. 1) External factors; These include the spread of COVID-19 and the government's issuance of SHA health and safety standards. 2) Internal factors; including internal reforms of an organization and the use of technology to enhance the efficiency of restaurant operation. The results of the study showed that 6 patterns of service innovations were created to increase the efficiency of restaurant operations during the new normal pandemic. The six patterns consist of; 1. Design and atmosphere of the restaurant, 2. Food safety and hygiene, 3. Technologies applications, 4. Social Responsibility, 5. Human Resources Management and 6. Service process.

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Junkrachang, P. ., & Chareanporn, T. . (2022). Food and Beverage Service Innovation in the Fine Dining Restaurant during the New Normal Pandemic. Dusit Thani College Journal, 16(1), 1–17. Retrieved from
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