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FOOD STORYTELLING IN CHEFS' TABLE: CREATING A COMPETITIVE ADVANTAGE OF THE RESTAURANT BUSINESS |
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| รหัสดีโอไอ | |
| Creator | Piyanart Junkrachang |
| Title | FOOD STORYTELLING IN CHEFS' TABLE: CREATING A COMPETITIVE ADVANTAGE OF THE RESTAURANT BUSINESS |
| Contributor | Tarittawan Chareanporn, Pornpimol Chaisanit, Proychai Klakayan |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2564 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 13 |
| Journal No. | 1 |
| Page no. | 167-186 |
| Keyword | restaurant, storytelling, food storytelling, competitive advantage |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | The purpose of this study is to explore food storytelling patterns at chef's table restaurants in Thailand. In addition, the paper aims to investigate how chef's table restaurants achieve a competitive business advantage. A food storytelling structure is perceived as the key influencing factor to develop a competitive advantage for such firms. The study adopted a qualitative approach, using documentation research, semi structured interviews, and participant observation to collect data for a content analysis. The key informants were chefs' table restaurant managers, chefs who cook and deliver food storytelling to the customers, and chefs' table restaurant customers. Interviews were conducted with 30 participants from chefs' table restaurants from Chiang Mai, Bangkok, Pattaya, and Phuket. The results of the interviews indicated seven key food storytelling patterns at chefs' table restaurants, including 1) Concept and origin of food 2) Cooking methods 3) composition of food dishes 4) Method of eating 5) Food benefits and nutritional values 6) Cleanliness and safety 7) Social responsibility and environmental concern. Furthermore, the findings found that food storytelling was a business strategy tool that impacted the competitive advantage of chefs' table restaurants. Three competitive advantages were found, namely 1) Cost leadership, 2) Differentiation, and 3) Quick response to guests' special requests. In turn, these competitive advantages led to better organizational performance, in both financial and non-financial terms such as net profit, guest satisfaction, guest loyalty, and word of mouth marketing to others. |
