Adjustment of Small and Medium-Sized Enterprises in the Catering Industry During the Digital Transformation Period

Abstract

Background and Aims: The restaurant industry has been undergoing a digital transformation to keep pace with evolving consumer behavior and market trends. This study aimed to (1) examine how small and medium-sized enterprises (SMEs) in the restaurant industry adapt during the digital transformation era, and (2) explore the key factors influencing their adaptation within the Bangkok area.

Methodology: The research sample comprised 520 restaurant businesses. Data were collected through an online questionnaire and analyzed by using statistical methods, including percentages, means, standard deviations, One-Way ANOVA, and Multiple Regression Analysis.

Results: The findings revealed that the overall adaptation of SMEs in the restaurant industry during this period was at a moderate level (𝑥̅ = 2.76, S.D. = 1.05). Key areas of adaptation included the adoption of cashless payment systems, the use of digital marketing tools, the implementation of digital strategies in business operations, and the establishment of business partnerships through digital platforms. Furthermore, significant factors influencing the level of adaptation were found at 0.05. These included personal characteristics, such as business size, age, education level, marital status, business experience, income, number of employees, registered capital, and working capital. Environmental factors, including awareness of business news, use of business platforms, internet usage behavior, and access to technology tools, also had a statistically significant impact on adaptation.

Conclusion: The adaptation of SMEs in the restaurant industry during the digital transformation era is characterized by the integration of cashless payment systems, digital marketing tools, and technology-driven business strategies, as well as the development of partnerships through digital platforms. These practices not only enhance operational efficiency but also support sustainable growth and long-term resilience in a rapidly changing digital environment.