Service Marketing Mix of Small Restaurants Recognized by the Michelin Guide in Chiang Mai Province

Abstract

Background and Objectives: Small-scale restaurant businesses play a vital role in driving the regional economy, particularly in Chiang Mai, one of Thailand’s premier tourist destinations. Receiving Michelin recognition can enhance a restaurant’s credibility and elevate its brand image to an international level, contributing positively to its sales performance and profitability. This study aims to examine the service marketing mix of small restaurants recognized by the Michelin Guide in Chiang Mai Province. The findings can guide small restaurant entrepreneurs in improving and developing their businesses to remain viable during economic downturns.
Methods: This qualitative research employed in-depth individual interviews with owners of small restaurants that received Michelin recognition in Chiang Mai during 2023-2025. A total of eight restaurants were purposively selected based on predefined criteria. The primary research instrument was a semi-structured interview guide, which was validated for content accuracy and language appropriateness by academic experts. Fieldwork was conducted in April 2025, and the data were analyzed using qualitative content analysis and descriptive analysis.
Results: The findings reveal that most Michelin-recognized small restaurants in Chiang Mai operate as sole proprietorships, have no branches, and are family-run businesses passed down through generations. In terms of product, the restaurants primarily serve single-dish meals during breakfast and lunch, offering local specialties such as khao soi and nam ngiao, using both traditional recipes and owner-developed modifications. All restaurants determine price based on raw material costs and customers’ purchasing power, ranging from 30 to 100 baht per dish. For place, the restaurants are situated on secondary roads and provide dine-in, takeaway, and delivery services through mobile applications. In terms of promotion, most restaurants rely on Facebook as their primary marketing platform and benefit from online reviews; many also offer complimentary items such as drinking water, ice, fresh vegetables, desserts. With respect to people or personnel, the number of staff ranges from three to fourteen, including family members, relatives, and hired employees. Management is flexible, and employees receive both compensation and welfare benefits. Regarding process, the restaurant has established specific opening and closing days and hours, and offers payment options both before and after dining, either in cash or via electronic transfer. As for physical evidence, the restaurants feature simple interior designs, emphasizing cleanliness, convenience, and efficient space utilization.
Conclusions: When Michelin-recognized small restaurants in Chiang Mai are able to strategically design, improve, and apply the service marketing mix in alignment with evolving social and economic contexts, they are more likely to sustain their reputation, ensure business survival, and achieve long-term sustainability.