Street Bangkok meals are designed to be prepared almost entirely in advance, leaving only a small portion to be assembled in front of the customer. As we said, food quality is a competitive method. now, but when it comes to the new biggest restaurant chain, more and more restaurants are focusing on quality. Advertisements on “5 fruits and vegetables a day”, “eating a balanced diet”, “eating organic”, and the spectacular increase in cooking shows on television, particularly in France, demonstrate a growing interest in cooking. We can foresee that food quality will not be a method of competitiveness but a requirement to remain competitive. The chronological order competitive method must be truly implemented in order to maintain a competitive advantage. Street first restaurant intends to offer not only a product but also a real experience to its customers. The European music played by Thai groups, the decoration, the lighting and the brand logo allow a very special immersion in a revisited Thai experience. Additionally, the professional experience and nationality of the chef add value to the recipes and brand recognition. This can become a major competitive tool if all its future restaurants respect the same design and the same atmosphere. This will create brand recognition and increase a brand-based price premium..