While the hospitality sector always has had the service aspect high on the agenda, several factors now indicate that less attention is put on this, for the sector, so vital characteristic. Albeit devastating, the prevailing pandemic is presenting a unique opportunity for the whole sector to go back to the drawing board and adjust its set-up, its offerings, its business models to be better prepared for the future. This process would require a thorough analysis of the fundamental parts of the offering, i.e., what matters to the customers and consequently what the customers are willing to pay for.
In this paper the aim is to identify the service aspects in a restaurant context to gain necessary understanding for future development with clear directions for practical applications within the field of service and service management by putting the service concept within the framework of Resource based view of the firm (RBV).