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Thailand’s restaurant industry is in crisis, with daily revenues down over 50% and new openings halved since 2023. Rising costs—raw materials up 25% and wages up 5%—and weak tourism, especially from China, have hit the sector hard. Food delivery is growing but can’t offset the decline. Experts urge digital adoption, scalable models like QSRs, better financial practices, and government aid to prevent mass closures. While the overall outlook is grim, niche segments like affordable speciality coffee and matcha are booming, offering a glimmer of hope in a struggling industry.

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