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Journal of Asian Business Strategy journal homepage: aessweb.com/journal-detail.php?id=5006 Customer Satisfaction in the Restaurant Industry; As restaurants juggle a variety of challenges, they must seek to innovate and adapt nimble business strategies that enable them to cost-effectively compete in The growth of the food and beverage outlets is unbelievable in last 10 years. The restaurant industry has created numerous jobs in. Across the industry, changes fueled by the. COVID-19 pandemic are still unfolding at breakneck speed. For the past two years, restaurants were taken on aCustomer satisfaction plays a pivotal role in success of every business organization whether it is meant for a product or a service. This article takes a customers' perspective approach to reflect on the importance of innovation in the restaurant industry. Innovation in restaurants is