Mr. Paisarn Aowsathaporn, Executive Vice President, Food Business, Oishi Group Public Co., Ltd. disclosed that the Japanese restaurant market in Thailand currently amounts to about 23,500 million baht and is likely to grow by 10-15% per year. Over the past 4-5 years, its average growth accounted for 15%. About 80% are Japanese restaurants in shopping malls and department stores. According to the latest data in June 2015, the number of Japanese restaurants nationwide reached up to 2,346, inferior to only Thai restaurants while the third rank was Italian restaurants (2,027) and the fourth rank was American restaurants (1,754).
"As for Oishi's food business in the first quarter as of 31 March 2016, its total sales revenue amounted to 1,516 million baht, more than 90% of which was from Japanese restaurants/food shops. Its proactive business operation has been carried out based on versatile development strategies, ranging from research and development of a brand image to add "value" to our products and services to deliver the most impressive experience to target customers, to the development and innovation of products and services to meet the increasing and changing customers' needs as well as to present good quality products and services and most importantly, "reasonable prices" through marketing activities which we organized continuously throughout the year".
"Shabushi and So Much More over the Conveyor" campaign has been recently launched through two marketing activities: (1) New Special Menus covering tens of dishes such as Harai meat or tender beef around the diaphragm, dory fish, jelly fish, Ebiten Salmon Maki, Ebi Oyako Maki, Shrimp tempura roll Sushi, etc., which are thoroughly selected delicious plates with great tastes and (2) New TVC spot "Gained" (for 30 seconds) under the concept of good taste not just from the conveyor and Sushi. All these menus are offered to build perception and tantalize taste buds of Shabu and Sushi lovers. The spot shows that tasting Shabushi means you will get more than expected, not only a wide variety of menus on the conveyor but also Sushi trains, Tempura, Oden, desserts and unlimited drinks. It will be an experience which full of all flavors in terms of freshness, tenderness, intensity, crispness and scent in a Japanese style, along with new and more impressive dishes. It is mainly focused to communicate to wide target groups.
"To emphasize the posiiton of #1 leader of Shabu-Shabu – Japanese Sukiyaki and Sushi markets in Thailand and to create a strong brand of sustainable quality", concluded Mr. Paisarn.