Sustainability Indicators of a Small Restaurant Business: A Case of a Coffee Shop in Thailand

Small businesses usually have sustainability difficulty. It is, therefore, the main aim of this study to assess the sustainability indicators of a small restaurant business, in particular, is a coffee shop in Thailand named Montreux Cafe and Farm. It specifically dealt with four indicators, such as the marketing promotional strategy, the service/product mix, the service environment, the service physical environment, and the service delivery system. The study utilized the qualitative way of research through interviews and observations. Reviews and comments were also gathered. It was found that the four indicators are the ones given attention in order for the coffee shop to stay within five years or beyond. It is then recommended that the small restaurant business to become sustainable should use social media for its marketing promotional strategy and pay more attention to what the customers would expect to experience in terms of the service/product mix, service physical environment, and service delivery system.