KTC Reveals 2027 Thai Dining Trends: Smaller Meals, Local Food Focus

KTC, or Krungthai Card Public Company Limited, revealed on 14 October that card spending data in the restaurant category among its members reflects a changing dining trend. The average value per transaction is trending downward, while the number of spending members and the number of transactions continue to grow steadily. This indicates that Thai consumers are not eating less, but are choosing smaller and more flexible dining formats.

Smaller Meals, But Spending Has Not Declined

KTC noted that although the average value per transaction in the restaurant category has declined, this does not mean consumers are spending less on food, as the number of spending members and the number of transactions continue to increase steadily. This reflects that dining out still happens as frequently as before, only the format has shifted towards smaller and more flexible meals, such as single-pot shabu, set meals for one person, and restaurants with space to accommodate small groups.

This trend is consistent with Marriott International's report "The Rise of Place: Future of Food Asia Pacific 2027", which compiled data from the food and beverage teams of 284 hotels across 20 markets in Asia Pacific. The report found that 64% of hotels surveyed in Thailand have seen growing popularity for casual dining spaces, alongside growth in solo dining and small groups, prompting restaurants to adjust their spaces, menu sizes and service formats.

Ms. Waritsata Pattanarat, Chief Marketing Officer for Credit Cards at KTC, said that what is interesting is not only solo dining, but the trend towards smaller and more flexible meal formats that suit each individual's lifestyle, which presents an opportunity for restaurants to design experiences catering to a variety of dining styles, from small group meals to tables for one.

Local Food and Nutrition Information: Factors Adding Value to Menus

Another clear trend is demand for menus that reflect local identity. 50% of hotels surveyed in Thailand identified Local Signature menus as the food category with the greatest increase in demand, higher than the regional average of 46%. Waritsata explained that local food already carries identity, authenticity and stories of its own, which many brands take a long time to build, and that local ingredients and stories are now moving closer to consumers, through seasonal menus at general restaurants and well-known restaurants from the provinces opening in Bangkok.

At the same time, health and nutrition have become increasingly important factors in food choices. 82% of hotels surveyed in Thailand said that health and nutrition information on menus influences consumer decisions. KTC believes that food innovation does not always have to mean creating new menus, but can also mean adding information and knowledge that helps consumers see the value of what already exists.

An example implemented by KTC is the "Eat Jay Like This, Get Enough Protein" campaign, in collaboration with the National Food Institute (NFI) and partner restaurants, which applied nutritional knowledge to calculate and communicate the protein content of certain vegetarian (Jay) menu items. This addresses consumers' concerns about how much protein their chosen vegetarian food provides, helping them make better food choices.

This news is of interest to restaurant and hotel operators who need to plan menus and service spaces, as well as food marketers and tourism industry professionals seeking to understand modern consumer behaviour, in order to adjust strategies in line with changing dining trends.