KTC and Industry Experts Crack the Code for 'Thriving Thai Restaurants in Challenging Times'

Economic Headwinds Reshape the Food Industry
Thailand's restaurant sector is feeling the impact of an economic slowdown. Data from the Center for Economic and Business Forecasting at the University of the Thai Chamber of Commerce reveals that the Consumer Confidence Index in May 2025 reached its lowest point in two years, reflecting consumers' cautious spending. At the same time, the Thai Chamber of Commerce reported a 15-20% decline in dine-in restaurant sales compared to last year.
While revenue contracts, costs continue to rise. The surge in ingredient and energy prices, combined with intense market competition, has created a tough environment for restaurant owners. The first quarter of this year saw over 2,500 new restaurants open, but more than 1,800 shut down, highlighting the urgent need for business resilience and adaptation.
Experts Share Real-World Strategies to Overcome the Crisis
At the forum, prominent industry leaders shared firsthand insights on building strong foundations and long-term resilience:
Solid Foundations and Technology-Driven Management
Mr.Surawech Telan, Chief Executive Officer of Noble Restaurant Company Limited, shared lessons from managing the Mo-Mo-Paradise chain through economic volatility. He emphasized strengthening operations across all branches, cautious expansion, and maintaining healthy cash reserves. With consumers increasingly prioritizing health and reliable information, Mr. Surawech highlighted the critical role of technology—such as POS systems, ERP platforms, and AI tools—in streamlining operations and enhancing data-driven management.

Challenging Conventions, Creating Market Opportunities

Mr. Jakkrit Saisomboon, Chief Executive Officer and Co-founder of Maguro Group Public Company Limited, shared how the brand strategically captured a gap in the mass premium Japanese food market by combining three key elements: premium imported ingredients, accessible pricing, and a strong focus on customer experience. This formula has been central to Maguro's success in delivering real, differentiated value. He also highlighted Maguro's early 'guerrilla marketing' strategy—targeting locations with strong purchasing power and growth potential to establish the brand as a trusted name in communities, from boutique malls to large retail complexes.

Today, Maguro Group manages six brands, including Maguro, SSamthing Together (premium Korean BBQ), Hitori Shabu, Tonkatsu Aoki, Coucou (all-day dining), and the latest addition, Bincho, specializing in traditional Japanese charcoal-grilled meals, with plans to expand 13 to 15 new outlets annually. At the heart of the group's growth is the clear brand philosophy of 'Give More' or the '100+1' approach, a commitment to consistently offering more—whether in quality, service, or partnerships—to build a resilient, sustainable brand that creates lasting value.

From Mom's Kitchen to a Global Market

Ms. Pornpimol Pakkhem, Managing Director of Pennin Penny Patisseries Company Limited, shared her journey of transforming a homemade snack from her mother's kitchen into a premium, health-conscious popcorn brand recognized in the Thai market. With wellness at the core, the brand uses Camellia oil and innovative Air Pop technology to offer products that are low in sugar, promote wellness, and contain no harmful chemicals. Despite higher production costs, the brand has successfully carved out a space in the premium retail market and is now preparing for global expansion. During the COVID-19 crisis, the company swiftly pivoted to online sales and digital marketing, reinforcing its mission to provide consumers with snacks they can enjoy without compromising their health.

KTC's Four-Pronged Strategy to Empower Restaurant Entrepreneurs
Ms. Varitta Phatanarajta, Head of Credit Card Marketing Division at KTC, outlined the company's commitment to supporting the restaurant industry through four key strategies:
Strategic Collaboration for Mutual Growth
KTC co-creates marketing campaigns with restaurant partners under the principle of 'co-thinking and co-creating,' ensuring promotions genuinely benefit both cardmembers and business partners. Constant communication and flexibility allow partners to remain competitive, even in a challenging economy.
Data-Driven Consumer Insights
By analyzing spending patterns, KTC identified that while average spending per sales slip has decreased, purchase frequency and user numbers have increased. This allows KTC to adjust strategies in real-time to meet evolving consumer needs.
Everyday Value with KTC FOREVER Points
The restaurant category remains the most active for KTC FOREVER point redemption, with flexible options for discounts, cashback, and complimentary items from over 70 leading brands across more than 1,000 locations nationwide. This system not only drives immediate purchase decisions but also helps ease the financial burden for members, allowing them to enjoy genuine value in every meal. At the same time, it fosters customer loyalty and reinforces KTC's position as the preferred credit card for dining, benefiting both cardmembers and restaurant partners alike.
Smart Segmentation and Targeted Digital Communication
With a network of over 2,000 restaurant partners, KTC leverages data-driven marketing and precise audience targeting through strong digital platforms, including the KTC website, Facebook, LINE Official Account, TikTok, and Instagram, delivering personalized promotions that resonate with each customer segment.

Value and Experience Take Center Stage
Ms. Nongvadee Thanimmal, economic and international affairs commentator and moderator of the panel, shared her perspective as a consumer, emphasizing that today's diners expect both value and memorable experiences. This aligns with the views of the participating business leaders, who highlighted technology and brand differentiation as essential tools for attracting and retaining customers.
The seminar underscored a clear takeaway: businesses that embrace data-driven management, clear brand positioning, and technology integration will be best positioned to overcome challenges and achieve sustainable growth in Thailand's evolving restaurant industry.

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