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3 Sukiyaki Brands Under 300 Baht: A Three-Kingdom War Erupts in the Buffet Market

3 Sukiyaki Brands Under 300 Baht: A Three-Kingdom War Erupts in the Buffet Market

Thansettakij•Economy•8h ago

Reader Briefing

The budget sukiyaki market is intensifying into a fierce competition between three major brands: Suki Teenoi, Lucky Suki, and Bonus Suki, as they vie for market share and customer loyalty.

  • •The budget sukiyaki market (under 300 Baht) is experiencing fierce competition with Suki Teenoi facing challenges from new entrants Lucky Suki and Bonus Suki.
  • •Suki Teenoi, despite past rapid growth and strong revenue, is facing declining profits due to increased costs and promotions.
  • •Central Restaurants Group (CRG) has invested in Lucky Suki, aiming for expansion and market penetration.
  • •MK Group has launched Bonus Suki to compete in the budget segment, complementing its existing MK Restaurants brand.
  • •The key to success in this market is shifting from price to operational efficiency, cost management, and customer retention.

Overview

  • •The budget sukiyaki buffet market (under 300 Baht) is becoming a fiercely competitive battleground.
  • •The year 2026 is characterized as a 'Three-Kingdom War' for three major sukiyaki brands.
  • •Suki Teenoi had 117 branches by the end of Q1 2026, with revenue reaching 9,147 million Baht in 2025.
  • •Suki Teenoi's profit margins are shrinking, with net profit decreasing significantly in Q4 2025 and continuing into Q1 2026 due to rising costs and promotions.
  • •Central Restaurants Group (CRG) invested approximately 940 million Baht for a 40% stake in the parent company of Lucky Suki and Lucky Barbecue, aiming for expansion.
  • •Lucky Suki plans to expand to 100-120 branches within three years and increase revenue to 5,000 million Baht.
  • •MK Group has launched Bonus Suki to compete in the sub-300 Baht segment, with plans to open 50 new branches in 2026 and aim for 100 branches by 2027.
  • •Bonus Suki generated approximately 445 million Baht in revenue in Q1 2026, representing about 11% of MK Group's total revenue.

Full article content is available on the original source.

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Source: Thansettakij (Original)

Key Entities

Organization

Suki Teenoi(สุกี้ตี๋น้อย)
A prominent budget sukiyaki buffet chain facing increased competition.
Lucky Suki(ลัคกี้ สุกี้)
A budget sukiyaki brand that has attracted investment from Central Restaurants Group (CRG).
Bonus Suki(โบนัส สุกี้)
MK Group's new brand competing in the budget sukiyaki market.
Central(เซ็นทรัล)
A conglomerate that has invested in Lucky Suki through CRG.
MK(เอ็มเค)
A restaurant group that launched Bonus Suki to compete in the budget sukiyaki market.
CRG
Central Restaurants Group, a subsidiary of Central, that invested in Lucky Suki.
MK GROUP
The parent company of MK Restaurants and Bonus Suki.

Person

Fern - Natthamon Phisalkitwanich(เฟิร์น - นัทธมน พิศาลกิจวนิช)
Founder and executive of Suki Teenoi.