The Thai restaurant industry has entered a pronounced price war in the sukiyaki buffet segment, driven by subdued economic growth and changing consumer behaviour. MK Restaurant Group, a leading operator listed on the Stock Exchange of Thailand, has introduced a new subsidiary brand, Bonus Suki, targeting budget-conscious diners.

Bonus Suki is scheduled to debut on 16 July at Robinson Lifestyle Saraburi, offering an all‑you‑can‑eat buffet priced at 219 baht per person (plus a 39‑baht refill‑drink surcharge and 7% VAT). The outlet will operate daily from 11 a.m. until 5 a.m., and will feature over 60 menu items spanning pork collar, Australian brisket, seafood, meatballs, dim sum, snacks and beverages. A 1‑for‑1 promotion will run until 20 July, limited to the first 100 daily customers .

Industry observers note that Thai consumers are increasingly seeking value-for-money dining options amid weak economic conditions. The Thai Restaurant Association’s president indicated that the prevalence of price-driven competition reflects a sluggish economy, with major chains offering budget‑oriented buffet options to retain market share .

In 2024, MK Restaurant Group reported revenues of approximately 15 billion baht and a net profit exceeding 1.4 billion baht, while rival BNN Restaurant Group posted revenues of 7.07 billion baht and net profit of 1.16 billion baht .

Suki Teenoi, a fast‐growing competitor, offers buffets at around 300 baht per person, also operating from late morning into the early hours. Its extended opening hours have been central to its appeal among younger consumers, helping to spread rental costs and attract customers with late-night lifestyles .

In response to Bonus Suki's impending launch, Suki Teenoi has introduced a promotional offer across 10 branches: 50% discounts for diners between midnight and 5 a.m., reducing the price to approximately 120 baht per person. The promotion, while slim-margin, serves to increase brand visibility and consumer awareness without direct marketing expenditure .

The emergence of budget-focused buffet brands has raised concerns about mounting pressure on smaller, independent operators that lack comparable economies of scale in procurement and logistics. Industry association leaders suggest such businesses may need to highlight the distinctiveness of their dishes, service or story to maintain competitiveness .

MK Restaurant Group established a new subsidiary corporation, Khum Khum Co Ltd, with initial paid-up capital of 1 million baht now expanded to 200 million baht, fully owned and set up in April, specifically to manage the Bonus Suki brand .

The intensifying competition among sukiyaki brands reflects broader shifts in Thai domestic consumption, particularly the prioritisation of affordability among younger and late‑night dining segments. Restaurant operators are adjusting formats, pricing strategies and operating hours in response to evolving market dynamics triggered by economic stagnation and changing lifestyles.