New shabu-shabu brand enters market

Crowded food sector raises price war fears

- KUAKUL MORNKUM

The shabu-shabu restaurant market is heating up as Suki Teenoi launches its new brand Teenoi Gold, amid concerns that competition between large players will hit small eateries.

Thaniwan Kulmongkol, president of the Thai Restaurant Association, said the economy is in a downturn, with weak purchasing power leading people to spend less when dining out.

MK Restaurant, a sukiyaki operator, has launched more affordable brands, drawing customers in a weak economic climate, she said.

Last month Koomkoom Co Ltd, a subsidiary of MK Restaurant Group, launched the Bonus Suki brand. This Saturday, BNN Restaurant Group, the operator of Suki Teenoi, plans to open the first branch of Teenoi Gold, targeting the premium mass segment.