Pet Café Business’s Adaptation Strategies during the COVID-19 Pandemic: Case Study of Inu Cafe in Hua Hin District, Prachuap Khiri Khan Province

Abstract

A qualitative research aimed to study at the Inu Café establishment on 1) the adaptation strategies during the COVID-19, and 2) the operations of the pet café business. The data were collected through interviews with key informants, the owner, 3 employees, and 10 customers of Inu Café. The research revealed that the café owner applied marketing adaptation strategies. Concerning sales strategies, the café sold coupons, offered sales promotions, and retained its existing customer base to allow for survival of its business. In relation to customer segmentation, the café provided services that meet customer needs to impress them and to differentiate itself from other cafés. Concerning its product positioning strategy, the café added more food and beverage choices on the menu and offered food and drink sets, which costed cheaper than à-la-carte dishes. In a set meal, the customers were allowed to choose any food and drink. Moreover, the café also enlarged the photo taking space. In terms of the organizational structure design, the owner added COVID-19 prevention measures to build confidence among customers.