{"id":2931,"date":"2026-09-23T04:33:39","date_gmt":"2026-09-23T04:33:39","guid":{"rendered":"https:\/\/www.patcharaproduct.co.th\/?p=2931"},"modified":"2026-09-23T04:35:26","modified_gmt":"2026-09-23T04:35:26","slug":"restech-2026-analysed-the-formula-for-scaling-restaurants-pointing-out-that-ai-is-only-a-tool-back-end-systems-and-human-resources-are-the-real-survival-strategies","status":"publish","type":"post","link":"https:\/\/www.patcharaproduct.co.th\/en\/restech-2026-analysed-the-formula-for-scaling-restaurants-pointing-out-that-ai-is-only-a-tool-back-end-systems-and-human-resources-are-the-real-survival-strategies\/","title":{"rendered":"\u201cRestech 2026\u201d Analysed the Formula for Scaling Restaurants, Pointing out that AI is only a Tool, \u201cBack-End Systems and Human Resources\u201d are the Real Survival Strategies."},"content":{"rendered":"

The restaurant industry is facing a multifaceted turning point, with soaring costs and cautious purchasing power. At the \u201cRestaurant Technology Expo 2026,\u201d leading business figures shared a common insight: while AI is gaining momentum, the formula for unlimited branch scaling doesn’t rely solely on digital tools. Instead, it must be driven by three key pillars: \u201cback-end systems, standards, and human resource management.\u201d <\/b>\u00a0<\/span><\/p>\n

Technology is a \u201cchoice,\u201d not a \u201clifeline.\u201d<\/b><\/h3>\n

\u00a0 \u00a0 \u00a0Kritsada Saisomboon,<\/b> Head of Operations Training at Pan Thai Coffee Co., Ltd., offered an interesting strategic perspective, stating that current technology and AI are not a guarantee of restaurant survival, but rather an “option” and “assistant” in the workplace. He compared AI to a recent graduate or intern within an organization. <\/span>\u201cAI isn’t a lifeline, but a choice. We need to look at AI in a new light, like a fresh graduate in a white uniform, an intern who’s tasked with gathering information, collecting data, and preparing reports to help us make decisions. We can’t assume that simply introducing AI will guarantee the business’s survival. We need to be the ones to set the direction, train, and upskill it so it truly understands our business.\u201d<\/span><\/i><\/p>\n

This aligns with the statement by <\/span>Ms. Waewkanee Assorattanakul,<\/b> Chairperson and Independent Director of Maguro Group Public Company Limited (former executive at Yum Restaurants\/KFC), who stated that data and dashboards often only show “what”\u2014what happened in the past, such as sales or transaction numbers\u2014but the data cannot tell “why” and “how”\u2014why those events occurred and how to resolve them in depth.\u00a0<\/span><\/p>\n

This leads to the conclusion that there are three important things that technology will never replace humans in: <\/b><\/p>\n

    \n
  1. \n

    Human Judgment (On-site Decision Making): <\/b>The context of each branch differs in terms of location, customer behavior, and team composition. The system cannot accommodate all exceptions. Therefore, store managers must make decisions that are aligned with the organization’s core values.<\/h4>\n<\/li>\n
  2. \n

    Accountability: <\/b>Technology can process data, but when errors occur, it is the employees who must take responsibility and fix the problems to regain customer trust.<\/h4>\n<\/li>\n
  3. \n

    Human Connection & Service Mind (Relationship and Care): <\/b>The restaurant business is about “people serving people.” Smiles, eye contact, and sincerity cannot be created automatically. The transition to digital systems like ordering kiosks will diminish the brand’s charm if there is a lack of human connection.<\/h4>\n<\/li>\n<\/ol>\n

    Mr. Pinyo Saeteo,<\/b> Country Manager (Thailand) of Nimbly Technologies, added regarding business expansion that there are two ways to scale restaurants: adding branches, which requires significant effort and resources each time a new branch opens, and multiplication, which involves using best practices and customer journey data to create a common standard. This allows for scaling the business using a “system” rather than relying on the individual abilities of staff, thereby reducing the risk of employee turnover.<\/span><\/p>\n

     <\/p>\n

    The pitfalls of branch expansion and measuring results with data.<\/b><\/h3>\n

    \u00a0 \u00a0 \u00a0Pornchai Nitmethawong,<\/b> an expert, business consultant, and speaker in the Thai restaurant industry, and currently co-founder and head of the consulting team for the <\/span>“True Friends of Restaurants”<\/b> Facebook page , stated that unlimited expansion must begin with <\/span>building a strong business backbone<\/b> ; otherwise, growth will turn into financial disaster.\u00a0<\/span><\/p>\n

    This serves as a word of caution to business owners: don’t rush into expanding simply because your store is crowded or has long queues. Instead, use data-driven analysis, such as measuring lost sales \u2013 the monetary value of customers who leave the store after waiting in line \u2013 and compare this to the increased fixed costs associated with opening new branches. <\/span>Furthermore, be cautious of expanding branches faster than building a brand fan club. If you reach your fourth or fifth branch and the customer base isn’t strong enough, fixed costs will have already been fully incurred, while overall revenue may not grow as quickly. Also, be wary of cannibalization of sales in nearby locations<\/span><\/p>\n

     <\/p>\n

    Control the specifications of the ingredients and differentiate the delicious flavors.<\/b><\/h3>\n

    \u00a0 \u00a0 \u00a0Mr. Pornchai<\/strong> further stated that, in terms of food quality control, the term “delicious” is a matter of personal taste that cannot be measured numerically. However, what can be standardized is the texture and appearance of the food.<\/span><\/p>\n

    “When creating SOPs for restaurants, people often start with cooking SOPs. But the real problem is that the ingredients in-house are inconsistent. Even if you have a world-class recipe, if you lack knowledge of the ingredients and their specifications, you can’t possibly achieve the same result. The first SOP you need should be a basic understanding of ingredient specifications, from selection and storage to inspection.” <\/span><\/i>For single-branch restaurants, the Head Chef, or the most skilled chef, should be positioned as <\/span>a Shipper (Quality Checker)<\/b> , responsible for verifying the accuracy, completeness, and appearance of the food at the delivery window as the final step before it reaches the customer, rather than simply standing at the stove cooking.<\/span><\/p>\n

     <\/p>\n

    Close operational loopholes and detect fraud through POS.<\/b><\/h3>\n

    Managing point-of-sale (POS)<\/strong> operations must be done in conjunction with internal control systems, utilizing the POS system’s functions to their fullest potential, such as:<\/span><\/p>\n