Never stop learning
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.
“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.
Most Suki Teenoi branches are standalone establishments with ample parking. Its outstanding selling points are affordable buffets priced at 276 baht per head, including refilled beverages.
The brand is a pioneer in operating its restaurants from midday to early morning, catering to families, shift workers and students looking for late-night dining options.
As this segment continues to thrive amid fiercer competition, Suki Teenoi has implemented a “CEO branding” strategy, with Ms. Nattamon occasionally appearing in live streams on the Suki Teenoi Facebook fan page to connect with customers and promote campaigns.
She explained that this approach aims to foster a closer relationship between the brand and its diners while encouraging direct feedback. Such insights are invaluable for understanding customer preferences.
Ms. Nattamon noted that ‘listen to feedback’ is a core practice within the company. For example, after some diners complained that its roasted duck was salty, the team developed a new recipe that better appeals to customer tastes.
In August, she told reporters that the company aims to operate various types of restaurants while enhancing its offerings for customers.
Recently, the company launched its new brand, Teenoi Gold, positioning itself as a premium-mass shabu-shabu at affordable prices.
She pointed out that no brand currently dominates this premium-mass segment in customers’ minds.
The company has partnered with Chef Kwok Hing Ho to create a Cantonese-style shabu-shabu and other offerings.
She emphasised that customers are not just seeking the cheapest options but instead desire value. Thus, “value” has become Suki Teenoi’s identity.
Ms. Nattamon said she runs the business with passion, which motivates her to “never stop learning”.
The company does not prioritise the number of stores it operates as the ultimate goal.
“It’s not about having 200 or 300 stores. What truly matters is maintaining excellence and consistently providing new choices that keep customers coming back,” she said.
