An analysis of the viability of the Buffet restaurants’ model using SWOT analysis

Abstract

The topic of the viability of buffet restaurants remains under-researched. This study summarised the history of buffets and provided key insights into buffets by analysing their viability using the SWOT model (Strengths, Weaknesses, Opportunities and Threats). Additional suggestions for the future development of buffets were also proposed. A survey of 378 respondents about public opinions on buffets, two interviews with restaurant managers, and secondary research were used as the main research methods. The results suggest that buffet restaurants can remain viable in the future by capitalising on their strengths such as “a Good cost-quality ratio (value) for customers”, “Suitable for catering to a group of people” and “Reducing the labour cost for buffet restaurants”; Minimising and avoid their weaknesses such as “Dishes are extensive but not refined”, “Overeating and Food waste phenomenon” and “The dining environment could be too noisy and informal, and lack of “ceremonious feeling”; Catching up opportunities such as “Creating a scenario-based dining experience”, “Specialising buffet restaurants to a small category” and “Exploring the “set menu” mode buffet”; and find solutions to alleviate the effects of threats such as “Evolving public opinion and policies that are unfavourable for buffets” and “Increasingly fierce competition in China’s catering market”. Overall, as the economy recovers and pro-consumption policies are implemented post-COVID-19, the catering market is experiencing a rapid rebound, which could also benefit the buffet restaurant market.