In the Thai food battlefield that is hot with competition and trends “Suki-Shabu Hot Pot” It is still a common household menu that wins the hearts of consumers of all ages. Because in an era where people look for happiness “good value” and “various” at an accessible price, making the market‘Budget Buffet’ It becomes a treasure trove of important opportunities.
And this is the moment when the giant of the hot pot industry, MK Restaurant Group Public Company Limited or MK Group as we know it, “Suki MK” that has been active in the market for more than 40 years, must be grabbed
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That is the launch. “Bonus Suki (Bonus Suki)” The hottest new sukiyaki brand in the group. With an easily accessible price of only 219 baht per person, which if combined with refillable drinks and VAT, it will be 276 baht per person. It is a new flagship that has ignited the competition. Ready to announce the move to plant the flag to become the leader in the Budget Buffet sukiyaki market in Thailand.
Thantawan Teerakomen, President of MK Group Said that the buffet market is a strong market with high growth potential. From the behavior and needs of consumers that have clearly changed.
The company places importance on quality, variety and a good experience in meals. This is an important opportunity for “Bonus Suki” to fill the market gap. and meet the needs of consumers This is the origin of the Suki Bonus, which was born from the intention to make this brand a “bonus” for Thai people all over the country. without having to wait until the end of the month No need to wait for year-end bonuses. You can eat it at any time.
Launched 4 months ago, over 25% of customers returned to use it again.
“Suki Bonus was born from the intention to make every meal of Thai people a “bonus” without having to wait for the end of the month or year-end bonus. And after opening for just the first 4 months, more than 25% of customers have returned to use the service and dined up to 37 times, while the customer satisfaction survey found that more than 95% were impressed with both the service, employees, and value for money. It reflects the image of the new Suki brand that is rising to become the favorite of Suki lovers all over the country.”
sunflower He added that The organization places importance on analyzing internal strengths (back of house) along with looking for “Gaps in the market” that can be filled and improved Entry into the buffet hot pot market has been through intensive and continuous market research. Even though there are some voices that the operation may be quite slow. But when I decided to do it, I found that the product responded to the market. Therefore, the company Therefore hastened to expand fully. It is this expansion that will decide the timing.
“We are satisfied with our past performance even though we are not yet profitable. But this confidence is reflected in next year’s business plan, which aims to expand to 70 branches nationwide, with an investment budget of 500 million baht that was raised earlier. We believe it is sufficient for business expansion plans,” Thantawan said.
Focus on expanding main cities and secondary cities.
In the expansion of 70 branches, the executives revealed that Will focus on covering areas in many provinces. There are clear criteria for choosing a location. It is not based on competitors but will consider market penetration in both main and secondary cities. Looking at customer demographics and density in the area Including the coverage radius that can provide services efficiently There is also consideration of the possibility of converting some MK branches to Sukiyaki bonuses as well.
“Returning to operating profit growth takes time and depends on external factors such as economic conditions, etc. But what the organization focuses on is creating sustainability by controlling growth at the rate the organization determines.”
In the buffet market Executives view that The popularity of the buffet category comes from 2 main factors: “Value and variety” including consumer behavior that wants to control costs. (Pay this much but don’t get swollen) which is considered a deeply ingrained consumption behavior of Thai people.
Sukiyaki hot pot market, 250 billion baht, growing 4%
It is expected that the hot pot restaurant market is worth approximately 25,000 million baht this year and will continue to grow continuously. Although in the past there may have been some slowdown. But it is expected that for the whole year there will be a growth of approximately 4% and the entry of the sukiyaki bonus will help drive the growth of the hot pot market, while the segmentation of the sukiyaki/hot pot market is the Budget Segment, priced below 300 baht, and the Premium Segment, priced from 300 baht onwards.
As for the perspective on competition, Thantawan sees that competition will increase but this is considered a beautiful thing and a challenge. Having new players enter is a positive because it makes the market grow and more people turn to eating shabu/suki. Therefore, we must create a competitive advantage. However, businesses face challenges from The price war is expected to remain fierce. Because there are more players Including higher costs as well.
For the decision to create the Bonus Suki brand itself Instead of taking over existing brands in the market Executives view that “It is because we believe that this is an opportunity with the best synergy and the organization already has a competitive advantage in this market.”
‘Suki Bonus Marketing Strategy’ makes a difference and drives sustainable growth with 6 Extra Bonus.
1.Product : The menu has more than 60 items and includes more than just sukiyaki, including dim sum and more appetizers. Unique dipping sauce and signature menus such as soft pork marinated in bonus eggs Bonus Crab Stick Roll with highlights of the Thai tea slushie drink
2.Price : Easy to access price 219 baht (Net 276 baht) can eat for 2 hours 15 minutes with ongoing promotions every month.
3.People : A team of employees through the MK level training system delivers a fun, warm and friendly experience. Supporting the employment of local people as the brand expands
4.Promotion Bonus : Give bonuses to customers with a special menu that is given out for free at every table, twice a day, under the concept of “bonus hours”
5.Place : The shop is elegant, the bar is big, spectacular and clean, with an emphasis on expanding into Main and secondary cities that has a dense community And look for a location that can be opened in the form of a Community Mall or Stand Alone (average area size 500 square meters) to extend hours to accommodate customers up to “Hour” that is not tied to the shopping center.
6.Process : Readiness both front and back of house, MK Group standards, management system at branches Store products systematically so they are fresh and can be served quickly. Back-end system that supports seamless expansion There are more than 1,000 suppliers, warehouses and central kitchens that support more than 1,000 branches, and more than 500 delivery vehicles, allowing for rapid branch expansion and efficient cost control.
side Tee Teerakomen, Managing Director of MK Restaurant Group Public Company Limited. Said that the opening of new branches is proceeding quickly. with consistent quality standards and effective cost control Emphasizing that branch expansion is not difficult. The brand aims to expand to 16 branches by the end of 2025, and in 2026 it plans to expand to more than 70 branches, ready to soar to 100 branches by the second quarter of 2027, which is considered a growth of more than 6 times in less than 2 years.
Branches opening in 2025 (16 branches nationwide)
Currently, Bonus Suki has 3 branches, with the first branch being Robinson Lifestyle Saraburi (opened last July.
And currently there are 9 branches: Robinson Lifestyle Saraburi, Makro Lotus Mall Chainat, Little Walk Ramkhamhaeng, YES Bang Phli Samut Prakan, Fairy Plaza Khon Kaen, Sermthai Complex Maha Sarakham, Srisakol Mall Sakon Nakhon, Star IT Center Rayong, Sahathai Surat Thani. The branch with number one sales is Khon Kaen.
And by this Friday, a total of 12 additional branches will be opened, and by 2025 there will be a total of 16 branches opened, including Robinson Lifestyle Saraburi, Makro Lotus Mall Chainat, Little Walk Ramkhamhaeng, YES Bang Phli Samut Prakan, Fairy Plaza Khon Kaen, Sermthai Complex Maha Sarakham, Srisakol Mall Sakon Nakhon, Star IT Center Rayong, Sahathai Surat Thani, Robinson Ban Chang Rayong, Big C Rangsit Khlong 6 Pathum Thani, Big C Bang Yai Nonthaburi, Big C Amnat Charoen, Hat Yai Village Songkhla, Sunee Tower Ubon Ratchathani and Big C Om Yai Nakhon Pathom.
It aims to expand 1-2 new branches every week, from 16 branches by the end of 2025. In 2026, it aims to expand to more than 70 branches and soar to 100 branches nationwide by the second quarter of 2027, with total sales of over 3,600 million baht, reinforcing its status as the fastest growing Sukiyaki Buffet brand in the market. And currently Bonus Suki has an average employee per branch of approximately 40 people.
‘Bonus Suki’ is open every day from 11:00 a.m. – 5:00 a.m. Customers can enjoy a full meal in 2 hours and 15 minutes, priced at just 219 baht per person (not including refill drinks priced at 39 baht and 7% VAT).
That “Bonus Suki” Born under the drive of the new generation as the strategic flagship of MK Group, a family business that has accumulated experience and expertise in the sukiyaki market for more than 40 years, the launch of this new brand is not just about expanding the product line, but about inheriting the vision and expanding the legacy. Business that focuses on sustainability that in the future may become “Game changer” You can give it to MK.
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Read the original news at: “Bonus Suki”, a subsidiary brand of MK, confident in its strategy, announcing the creation of 100 branches within 2070, focusing on selling itself, not opening a franchise.
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