RESTAURANT IN THE SITUATION OF COVID-19 PANDEMIC: CASE STUDY OF THE ADAPTATION OF MITSU OMAKASE

Abstract

Food is one of the most important factors in our human life. Restaurants are therefore an important source of income in the hospitality and tourism industry. The government therefore gives importance to the restaurant business in order to stimulate consumer spending in the country. The high market value of the restaurant business in Thailand has continued to grow. Consequently, it has continuously attracted new restaurant operators to enter the restaurant business market. However, under the current environment, the epidemic is occurring all over the world and many countries have to shut down their own countries in order avoid to spread the epidemic of COVID-19. The country has a huge impact on hospitality and tourism. Whether it is a business that provides good accommodation and also those in terms of foodservices. Businesses have been severely affected by the virus and have been temporarily closed or forced to shut down their business. Altogether the restaurant business is also one of them. Many restaurants have closed because they are unable to make a profit, especially restaurants that have high costs and cannot generate enough income to cover the fixed expenses such as rental fee, staff salary, and variable expenses such as water, electricity, advertising, and so on. Covid-19 epidemic It has made a huge change in the landscape of the restaurant business, especially in cities that mainly cater to foreign tourism. There may be a need for a restaurant to transform into a smaller restaurant. By adjusting the number of employees to reduce costs for survive but restaurants have to keep the quality of the products and services as well. This change may result a decrease in the number of customers as well. Therefore, the owner of business has to plan and is a difficult problem in this event.