Comparative Analysis of Sustainability Communication Strategies of Thai and Global Brand Restaurants on Social Media and Websites

In recent years, sustainability has become a crucial concern in the food industry, with restaurants playing a significant role in promoting sustainable practices. Consumers increasingly demand transparency and responsibility, pushing restaurants to adopt and effectively communicate their sustainability efforts. This research investigates the sustainability communication strategies of Thai and global brand restaurants on social media and official websites. The purpose of this study is to compare how Thai and global brand restaurants communicate their sustainability practices. The study used a content analysis approach to analyze posts from Facebook, Instagram, and the websites of the Thai restaurant brand “S&P Syndicate” and the global restaurant brand “Minor Food.” The measures used to evaluate sustainability communication are qualitative. The study identifies and analyzes recurring themes related to sustainability. Additionally, it assesses the tone of the messages to categorize the tone of communication, examining how these elements support and enhance the communication of sustainability initiatives. The coding sheet was designed based on four theories: the Triple Bottom Line (People, Planet, and Profit), Integrated Marketing Communication, the Elaboration Likelihood Model, and Narrative. The findings reveal that the content themes of S&P Syndicate emphasize environmental sustainability through eco-friendly product designs, recycling programs, conservation projects, and community inclusion. Minor Food, on the other hand, focuses more on people development by integrating comprehensive health programs, educational partnerships, training programs, and community empowerment initiatives. Minor Food adopts more innovative technologies and has a broader global communication and impact than S&P Syndicate’s local focus. The message tone of S&P Syndicate presents community engagement activities in a formal and traditional public relations style, while Minor Food encourages a wider range of stakeholders and aligns with the global agenda in a professional image, demonstrating a passion for sustainable achievement. This study provides insights into how Thai and global brand’s unique focus and methodologies contribute to their overall sustainability goals, offering valuable perspectives for businesses aiming to enhance their sustainability communication strategies.