Full-Service Restaurants in Thailand

PROSPECTS

Japanese full-service restaurants segment sees notable growth in Bangkok and beyond

Rising consumer health-awareness and an increasing interest in Japanese culture supported by increasing numbers of Thai visitors to Japan (itself spurred by the Japanese Government’s ambitious plans to drive up inbound tourism), are contributing to the growth of Japanese full-service restaurants in Thailand. Bangkok saw the opening of new shopping centre, ICONSIAM, whose entire ground floor is designed with Japanese architecture and décor, in 2018.

Rise in inbound tourism boosts growth, particularly in Thai full-service restaurants

The increasing number of inbound tourists visiting Thailand is contributing to the growth of full-service restaurants in the market. The growth in inbound tourism is proving particularly beneficial for restaurants serving Thai food, as foreign visitors look to gain experience of local culinary traditions.

Home delivery proving increasingly popular

Full-service restaurants operators are increasingly looking to exploit the growing popularity of delivery services amongst busy consumers looking for convenient, time-saving meal solutions. Major provinces in Thailand such as Bangkok, Chiang Mai and Phuket are served by a large number of logistics companies.

COMPETITIVE LANDSCAPE

Oishi Group registers strong growth

MK Restaurant Group retained the lead in full-service restaurants in 2019, with its MK brand seeing notable growth during the year. However, Oishi Group was the fastest-growing player in the top five in 2019, thanks to the dynamism of its Shabushi brand, which overtook Minor International’s The Pizza Co to become the third largest brand in the category during the year.

Sizzler targets growing demand for home delivery

Minor International’s Sizzler, the leading chained North American full-service restaurants brand in Thailand, is targeting the growing demand for home delivery in the market. The brand has partnered with LINE MAN, with 25 outlets becoming part of the LINE MAN network in April 2019.

JCK Hospitality struggles to keep pace

JCK Hospitality suffered from the intensification of competition from within full-service restaurants and beyond at the end of the review period. The company closed its Hot Pot branches as it struggled to respond to intense competition in the buffet and a la carte shabu-shabu and grill businesses from brands such as MK, Shabushi, and Sukishi, which have tended to expand their franchises to major shopping centres and hypermarkets and offer numerous discounts and offers to attract budget-conscious consumers.

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