The objectives of this : 1) to study the operating conditions of Thai restaurant business operators under Steve Cafe & Cuisine. 2 ) To study the internal and external factors related to the operation of Thai restaurant business operators under Steve Cafe & Cuisine. 3 ) To study strategies for adapting to new normal for survival in the operations of Thai restaurant business operators under Steve Cafe & Cuisine. 4 ) To compare strategies for adapting to a new normal for survival in the operations of Thai restaurant business operators under Steve Cafe & Cuisine classified by operating conditions and 5 ) to determine the relationship between strategies for adapting new normal for operational survival with the internal and external factors related to the business operations of Thai restaurant operators under the Steve Cafe & Cuisine. The population of 50 includes business owners executives managers supervisors restaurant employees and 350 consumers who choose to use the service of 3 branches of Thai Steve Cafe & Cuisine located in Bangkok namely Dhevet branch Rama VI branch and Phan Fa branch. The research instrument was a questionnaire. The statistics used for data analysis were frequency percentage mean standard deviation one-way ANOVA and statistical correlation coefficient. The results of the research found that 1 ) most of the respondents restaurant business located in Dhevet has been in business for 5 to 10 years. It is a large business (more than 20 tables) and the number of employees is more than 15 people. while having sales of 300000 baht per month or more. Curry is the restaurant’ s bestselling dish. The main customers of the restaurant are both Thais and foreigners. 2 ) The restaurant business pays attention to internal factors related to the overall business operation at a high level. When considering each aspect in descending order it was found that the aspect with the highest average was marketing followed by location and the least was personnel. 3 ) The restaurant business pays attention to external factors related to the overall business operation at a high level. When considering each aspect in descending order it was found that the highest mean was the legal factors followed by customers and the least was competitors. 4 ) The restaurant business focuses on the strategy of adapting to a new normal for survival in the overall operation at a high level. When considering each aspect in descending order it was found that the highest mean was the products followed by the price and the least. was process. 5 ) Restaurant businesses with different operating conditions emphasize the strategy of adapting to a new normal for survival in the operations of the Thai restaurant business under Steve Cafe & Cuisine were different in all aspects and 6 ) when considering the internal and external factors of the business over all there was a statistically significant correlation with the new normal strategy for survival of the Thai restaurant business under Steve Cafe & Cuisine at. 05 level

The purpose of this research were to explore factors affecting success of medium size chain restaurant entrepreneurs and to present the keys success of medium size chain restaurant entrepreneurs. This research was mix methods research. The data of qualitative research were collected by In-depth Interview with two chain restaurant experts one president of the Thai Franchise & License Association three medium size chain restaurant entrepreneurs and six individual medium size chain restaurant customers. The data of quantitative research were collected by the questionnaire to 400 Thai medium size chain restaurant customers. Statistics for data analysis included frequency percentage average standard deviation and exploratory factor analysis (EFA). The results of this search showed that the factors affecting success of the medium size chain restaurant entrepreneurs were as follows 1) The factors affecting success of medium size chain restaurant entrepreneurs in management which included strategic planning good organization structure for chain restaurant clearly and defining the system well trained staff owned style of management and set share value. 2) The factors affecting success of medium size chain restaurant entrepreneurs in how to meet customer needs which included quality of service essential of social responsibility customer satisfaction in food quality right location and attractive promotion.

The objectives of this research are to study factors affecting the sustainable success and define the key performance indicators. The research instruments used for data-gathering were semi-structured interview. The results of the interviews were created by using independent variables in questionnaire. The populations of this research are the 54 fast dining business entrepreneurs within 500 metres around the Thawes Area. The information collected by 54 questionnaires with a 100% response rate and analyzed and processed by computer. The results were as follows : There are three main factors affecting the sustainable success of the fast dining business in Thawes area which are internal operation social responsibility and environmental responsibility. Internal operation composed of reasonal pricing fast services constant tasty great hospitality and always keep a good standard. Social responsibility consisted of fresh ingredients cooking process with heath concerns clean kitchen pricing display and following the law of minimum wage employment hiring. Environmental reposibility are include using uncontaminated seasoning reliable source of food ingredients non-toxic cooking material unexpired seasoning and safe tableware and food container. The result can lead to 10 key performance indicators. It’s include customer satisfaction towards services customer satisfaction on the constant taste customer satisfaction on resonable pricing customer confidence in food standard customer confidence in freshness of food ingredients customer confidence in the cleanliness of food customer confidence in the cleanliness of cooking material and kitchen customer confidence in clear pricing display employees satisfaction on their wage and customer confidence on the safety of food. The suggestions were that the entrepreneurs should improve their business to earn more profit and train their employee for a successful service. Related educational Institution and government sectors must be coordinated to develop entrepreneurs in fast dining business to maximize ability for a sustainable success.