Zen Group to Launch Som Tam in Boxes Available at Macro and Lotus Starting April 1
Zen Group aims to expand its Thai food brand across Asia, targeting sales of 4.5 billion baht in 2023.
Zen Group, a leading Thai food corporation, announced that it will begin offering boxed versions of traditional Thai dishes, including Som Tam Pla Ra and Thai Som Tam, at over 1,500 Macro and Lotus locations starting in early April.
This initiative is part of the company’s strategy to enhance its presence in the Thai food market and to cater to at-home consumers.
Sarakkanon Jirathiwat, CEO of Zen Corporation Group Public Company Limited, confirmed an investment of over 100 million baht for this expansion, closely matching last year's budget.
The group plans to open eight new company-owned restaurants in Thailand while updating existing Zen, AKA, and On the Table outlets to modern standards.
In addition, Zen Group will expand its franchise operations, aiming to open 24 new locations—12 domestically and 12 internationally—with a focus on Thai cuisine brands such as Khieng, Tam Mua, and Lao Yuan.
Zen Group currently operates a portfolio of ten restaurant brands, with a total of over 317 locations.
Notably, the Tam Mua brand has 76 branches, Lao Yuan 36, Khieng 53, On the Table 36, and AKA 50. Of these, 177 are company-owned and 140 are franchises, both within Thailand and abroad.
Siruwat Chatchawal, Executive Vice President of Marketing at Zen Group, noted that given the current economic challenges, there is a stronger emphasis on expanding Thai food operations internationally rather than domestically.
The promotion of Thai cuisine has been identified as a key part of the country's soft power initiatives.
The international expansion plans for this year include the opening of two additional Khieng branches in Vientiane, bringing the total to four by year-end, and five new branches in the Philippines.
Furthermore, new franchise outlets in Laos and the Philippines are set to open in the first quarter.
Zen Group’s expansion aims to address the preferences of working-age individuals and families seeking healthy dining options.
This includes the introduction of On the Table in Vientiane in the second quarter.
Siruwat acknowledged the importance of understanding local tastes, citing the company’s 13 years of experience with the Khieng brand in Laos, which contributed to its success.
In Malaysia, where three Khieng locations already operate, the brand has gained popularity among customers familiar with Thai cuisine, largely due to Malaysia being one of the top international tourism markets for Thailand, second only to China.
In Thailand, Joamkwan Jirathiwat, Executive Vice President of the restaurant division, announced plans to open a flagship Zen store at Central Eastville and four new AKA locations in Bangkok, targeting young professionals and students looking for a dynamic yakiniku experience.
The On the Table outlets will also undergo a redesign to feature a brighter and modern aesthetic while introducing new menu items.
Currently, On the Table has 36 branches.
The Tam Mua brand, a Thai-Isaan restaurant chain, has recently refreshed its branding to enhance competitiveness against other dining options in shopping centers, maintaining 76 branches, while the Sushi Cyu & Carnival brand has no new expansion plans announced for this year.
In addition to restaurant operations, Zen Group is exploring new business avenues, including retail sales of its own products.
The company plans to start selling its signature fish sauce under the Tam Mua brand, paired with Som Tam vegetable kits at Macro and Lotus stores, with two product offerings launching on April 1.
Looking ahead, Zen Group aims to introduce new products every month and expand retail accessibility to convenience stores, aiming to provide increased convenience for customers and reach a broader consumer base.
Currently, Zen Group's business comprises three main sectors: restaurant operations with a mix of premium and casual dining brands, franchising, and food production and distribution.
The company anticipates total revenue of 4 billion baht for fiscal year 2024, with a target increase to 4.5 billion baht, projecting an annual growth rate of 10%.
This initiative is part of the company’s strategy to enhance its presence in the Thai food market and to cater to at-home consumers.
Sarakkanon Jirathiwat, CEO of Zen Corporation Group Public Company Limited, confirmed an investment of over 100 million baht for this expansion, closely matching last year's budget.
The group plans to open eight new company-owned restaurants in Thailand while updating existing Zen, AKA, and On the Table outlets to modern standards.
In addition, Zen Group will expand its franchise operations, aiming to open 24 new locations—12 domestically and 12 internationally—with a focus on Thai cuisine brands such as Khieng, Tam Mua, and Lao Yuan.
Zen Group currently operates a portfolio of ten restaurant brands, with a total of over 317 locations.
Notably, the Tam Mua brand has 76 branches, Lao Yuan 36, Khieng 53, On the Table 36, and AKA 50. Of these, 177 are company-owned and 140 are franchises, both within Thailand and abroad.
Siruwat Chatchawal, Executive Vice President of Marketing at Zen Group, noted that given the current economic challenges, there is a stronger emphasis on expanding Thai food operations internationally rather than domestically.
The promotion of Thai cuisine has been identified as a key part of the country's soft power initiatives.
The international expansion plans for this year include the opening of two additional Khieng branches in Vientiane, bringing the total to four by year-end, and five new branches in the Philippines.
Furthermore, new franchise outlets in Laos and the Philippines are set to open in the first quarter.
Zen Group’s expansion aims to address the preferences of working-age individuals and families seeking healthy dining options.
This includes the introduction of On the Table in Vientiane in the second quarter.
Siruwat acknowledged the importance of understanding local tastes, citing the company’s 13 years of experience with the Khieng brand in Laos, which contributed to its success.
In Malaysia, where three Khieng locations already operate, the brand has gained popularity among customers familiar with Thai cuisine, largely due to Malaysia being one of the top international tourism markets for Thailand, second only to China.
In Thailand, Joamkwan Jirathiwat, Executive Vice President of the restaurant division, announced plans to open a flagship Zen store at Central Eastville and four new AKA locations in Bangkok, targeting young professionals and students looking for a dynamic yakiniku experience.
The On the Table outlets will also undergo a redesign to feature a brighter and modern aesthetic while introducing new menu items.
Currently, On the Table has 36 branches.
The Tam Mua brand, a Thai-Isaan restaurant chain, has recently refreshed its branding to enhance competitiveness against other dining options in shopping centers, maintaining 76 branches, while the Sushi Cyu & Carnival brand has no new expansion plans announced for this year.
In addition to restaurant operations, Zen Group is exploring new business avenues, including retail sales of its own products.
The company plans to start selling its signature fish sauce under the Tam Mua brand, paired with Som Tam vegetable kits at Macro and Lotus stores, with two product offerings launching on April 1.
Looking ahead, Zen Group aims to introduce new products every month and expand retail accessibility to convenience stores, aiming to provide increased convenience for customers and reach a broader consumer base.
Currently, Zen Group's business comprises three main sectors: restaurant operations with a mix of premium and casual dining brands, franchising, and food production and distribution.
The company anticipates total revenue of 4 billion baht for fiscal year 2024, with a target increase to 4.5 billion baht, projecting an annual growth rate of 10%.
