Aka, a restaurant under the Zen Corporation Group, reaffirms its position as the leading yakiniku buffet brand by embarking on a significant brand revamp mission. This initiative aims to enhance the intensity of the dining experience through premium grilled meals by refreshing the brand's character to be more fun and colorful in every aspect. This includes creating new menus and signature dishes, setting new price points, redesigning the restaurant ambiance, updating staff uniforms, and adopting new communication styles both inside and outside the restaurant. These changes are intended to better reach consumers and create clearer brand recognition, all while supporting the goal of achieving 1.5 billion baht in growth by the end of 2023.

Ms. Mayuree Jittrakon, Deputy Chief Executive Officer of Marketing at Zen Corporation Group Public Company Limited, stated, "Aka is another brand within the Zen Group that caters to a diverse age group and has strong brand loyalty, consistently trusted for the quality of its ingredients and excellent service. It has long been a familiar name in the Thai grilled dining scene. This year, the brand faces a new challenge of expanding its customer base, focusing on teenagers and the younger generation, which necessitates a modernized look that aligns with various lifestyles, allowing grilled dining to seamlessly fit into every aspect of life."

Exploring the Key New Experiences of Aka's Major Brand Revamp

New Signature Platter: For the first time, experience a selection of ingredients including pork, beef, and seafood presented in a premium gold platter. Choose from two options: the AKA Signature Meat Set featuring Aka sauce pork chop, Aka sauce pork neck, Aka sauce fatty pork, and Aka sauce beef, or the AKA Signature Mix Set which includes AUS pork neck, Hirami beef, Aka sauce pork chop, New Zealand mussels, and river prawns, a perfect blend of flavors.

New Menu: Enjoy unlimited satisfaction with 19 new menu items that offer a richer taste experience, including yuzu sauce, garlic butter sauce, premium tom yum soup dumplings, lemon sauce seafood, and more, served without limits. End your meal with a new dessert, S'mores, for a delightful finish.

New Price: The pricing has been adjusted to 359++ to make it more accessible for consumers, offering great value with over 100 menu items to choose from.

New Uniform: The new staff uniforms are designed under the concept of 'Japanese Gang,' which is fun and bold, to better convey the brand's character. Front-of-house staff will wear distinctly Japanese-style jackets, while service staff will don striking red t-shirts designed for agility in service.

New Store Decoration: The restaurant ambiance has been refreshed with modern decor that reflects the brand's identity, featuring lively dining scenes and iconic menu items like Aka sauce pork chop, Aka lemon shots, and signature dishes.

“In 2023, we have created new menus and adjusted prices across all branches, with plans to refresh the restaurant ambiance and change staff uniforms. Initially, we will revamp seven branches: CentralWorld, CentralWestGate, CentralEastVille, Future Park Rangsit, Central Rama, Central Pattaya Beach, and The Mall Bangkapi by year-end, with plans to continue the updates across all branches nationwide,” Ms. Mayuree added.

“We are confident that this brand revamp will elevate the intensity of every new experience for consumers while reflecting the brand's identity more clearly. It will reinforce the brand's commitment to quality ingredients, diverse menu options, value for money, delicious flavors, and attention to the cooking methods that define Aka, delivering the best grilled dining experience. We will also adopt new communication strategies to enhance brand recognition across all channels, ensuring we remain top of mind for consumers,” Ms. Mayuree concluded.

Follow the details of promotions at https://www.facebook.com/akarestaurant or Line @ZENGroupTH