KResearch expects Thai food and beverage market value to reach 682 billion baht in 2026, up 3.9%, with growth slowing. New registrations rose 20% in the first eight months (3,263 firms) but deregistrations rose 11% (491). Government stimulus ends in Q4 2026, so expect uneven sales. Costs for imported ingredients, utilities, rent and delivery-platform fees stay high, and menu prices are already up 10-15% since the Middle East conflict. Margins are being squeezed by promotions and branch expansion. Plan for tighter pricing room, focus on value and a clear signature, and watch cash flow closely.