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While the restaurant industry is going through a difficult time due to weakened consumer purchasing power, fewer foreign tourists, ongoing labour shortages and other challenges, one segment is thriving: the shabu-shabu and sukiyaki category, which continues to grow and maintain its popularity year-round.

- NATTAMON PISANKITVANICH

"As the Thai economy is sluggish, I believe diners are looking for something they perceive as 'value,” said Nattamon Pisankitvanich, managing director of BNN Restaurant Group.

In 2025, this segment has seen vibrant activities, including price promotions, new menu offerings and new store openings.

Suki Teenoi is not only advancing its expansion into provincial locations but also launching campaigns throughout the year. For instance, it offered a 50% discount for diners from 11pm to 5am, which Ms Nattamon explained enhanced table utilisation during off-peak hours.

The company’s goal for 2025 is to operate 100 stores across all brands, she said.