Mr. Paisan Aowsathaporn, Senior Director top executive Food Business Line, Thailand, Thai Beverage Public Company Limited, revealed that the economic challenges that occurred There are both factors outside the country, including wars and protracted conflicts such as Russia-Ukraine. and the conflict between Iran and Israel. Affecting the supply chain, causing logistics costs to increase. and there was a shortage of raw materials in some areas, competition between superpowers such as the United States and China, inflation and rising costs.
while domestic factors are The problem of high household debt That directly affects the purchasing power of consumers, political uncertainty, and the trade deficit with China. and price wars in the restaurant business with severe price competition until it became Red Ocean, affecting other entrepreneurs Especially at the middle and lower levels.
As for the overall economic picture this year, it continues into next year. Overall, it is still in a period of “slowdown” but not to the point of recession (Recession), but the current situation makes it very difficult for entrepreneurs to work. In the restaurant industry The recovery of tourism must also be taken into account. Especially Chinese tourists who have not yet returned. Meanwhile, the government must accelerate the expansion of new tourism markets.
It is also affected by inflation. that affects the cost of raw materials and products and a shortage of skilled workers In addition to increasing skills, it is also necessary to bring in technology to help increase work efficiency.
“The recovery will be slow, similar to the pre-COVID period. Therefore, entrepreneurs must focus on working harder than before. to get the same results Because if you do the same The results will definitely decrease. While the short-term positive factor is the government’s short-term economic stimulus measures such as the Half-Half Project. Help grassroots groups And a tax deduction measure from spending of 30,000 baht helps stimulate the middle class.”
Mr. Paisan said that trends that consumers will continue to be popular with include 1. Health & Wellness such as Plant-Based, Immunity-Boosting Foods, etc. 2. Sustainability & Ethics such as Local Sourcing Support, Eco-Packaging, etc. 3. Digital Convenience such as Easy Mobile Ordering, Cashless Payments, etc. 4. Value & Quality such as Friendly Ingredients, Fair Pricing, etc. 5. Experiential Dining such as New Concept, Chef-led Experiences, etc. and 6. Authenticity Innovation such as Creative Fusion Dishes, Craft Beverages, etc.
ThaiBev Food Business Group Operating under PASSION 2030, focusing on 2 main strategies: 1. Reach Competitively or Efficient access to consumers and 2. Digital for Growth or digital to drive growth It will continue to invest in: 1. The QSR of Asia Company Limited (QSA) Group takes care of the Quick Service Restaurant (QSR) business.
It is one of the franchise rights holders of KFC Thailand, which as of September 2025 has a total of 530 branches. This QSA group is considered the “Engine” or the main driving mechanism for generating income and profits for the ThaiBev food business group in the mass market.
2. Oishi Holding Company Limited (OISHI) Group focuses on the Japanese restaurant business with strong and diverse brands. Including ready-to-cook and ready-to-eat food products under the brand Oishi Eat To (OISHI EATO). There are currently 269 branches, with the latest strategy in operating shabushi restaurants. And there are plans to launch Oishi Eatorium with a new concept soon.
3. Food of Asia Co., Ltd. (FOA) Group focuses on the full-service restaurant business, including Thai food, Chinese food, ASEAN food, Western food, and cakes and bakeries. Currently, there are 63 branches. This FOA group does not focus on growth in volume (Growth), but was established to be a Value Proposition and a product showcase area. Including raw materials mainly in the TCC group.
Currently, ThaiBev Food Business Group has a total of 882 branches (information as of September 2025), covering every segment from Food Court, QSR, Casual Dining, Premium Buffet, Premium Mass to Michelin/Fine Dining, and has a wide range of product prices from 50 baht to thousands of baht.
Page 16 Thansettakij Newspaper, Issue 4,148, Date 13 – 15 November 2025
