Italian cuisine was one of the cuisine types in Thailand, along with Thai and International cuisines, according to GlobalData’s menu intelligence database. In its menu analysis of Italian cuisine in Thailand report, GlobalData analyses 101,142 menu items in Thailand and provides an overview of the cuisines available across the foodservice channel in Thailand. According to the report, Italian cuisine makes up 6% of all restaurant types in Thailand. Buy the report here.
Cheese was found to be the most-used ingredient in Italian cuisine featuring in 17% of menu items, followed by fruit and pork. Vegetables and fish & seafood were also significant ingredients.
An analysis of the annual price change between 2023 and H1 2024 indicates that the average menu prices in the Italian cuisine have dropped by 6%. As on-premises dining gains momentum following the COVID-19 pandemic, the Italian cuisine in Thailand is expected to experience overall growth.
Different cuisines exhibited mixed price movements within Thailand foodservice market between 2023 and H1 2024. Of all the cuisines, International cuisine exhibited highest price increase, while Italian cuisine experienced a maximum price decrease.
An in-depth analysis of Italian cuisine price trend by location reveals consumption trends of each region. The graph below represents the change in Italian cuisine menu prices during 2022-2024 across the top five locations. As seen below, Italian cuisine menu items in Hua Hin became more affordable as compared to Pattaya and Bangkok.
While consumers become more price conscious, operators too, look for ways to optimize their costs to retain margin and market share. In the Thai market, restaurant operators rely on innovation as a crucial tactic to appeal to customers as well as optimize costs. As increasing number of consumers seek novel experiences, foodservice operators must continuously innovate their menu choices, providing superior taste and quality along with a diverse selection of dishes. Operators should highlight the distinctive tastes and flavors of their food and beverage offerings in a convenient format to enhance customer engagement.
To further understand and explore GlobalData’s insight into Thailand cuisine menu, buy the report here.
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