On the Table, a Tokyo café-style fusion restaurant, has been in operation for 14 years, aiming to provide an All Day Dining experience that caters to consumers for every meal, both savory and sweet, available throughout the day.

Ms. Mayuree Jittrakorn, Vice President of Marketing at Sen Corporation Group Public Company Limited stated, “Modern consumers are looking for new experiences that go beyond just a meal. Therefore, the brand decided to start using the ‘Toh Chan’ character for marketing over a year ago to create a fun atmosphere in the restaurant and communicate various brand campaigns. This includes creating campaigns alongside new menu items to attract customers for every meal without getting bored. About 10% of our regular customers always enjoy trying new menu items and posting about them on social media, which keeps the brand in continuous online discussions throughout the year.”

  • In February 2024, Toh Chan collaborated with renowned artist ‘Pang Nual’ for a special campaign TOH CHAN x SISTERS, promoting the new ‘MENTAIKO SERIES’ menu through creative artwork, enhancing the restaurant's atmosphere and offering delicious familiar flavors.
  • There is also the ALL DAY BRUNCH campaign, featuring Toh Chan-style breakfast that can be enjoyed all day, launched in May 2024, catering to modern consumers' lifestyles that prefer lighter meals but still complete, along with food presentation that is perfect for social media.
  • Most recently, in September 2024, the campaign featured Japanese-style fried rice, FRIED RICE OVERLOAD, offering three fried rice dishes with overflowing toppings, adding fun to meals in a personalized way, highlighted by the Neapolitan fried rice that invites you to try.
  • During meals, guests can enjoy the TEA BAR, featuring unique drinks, with the must-try Mix Berry Soda that balances sweetness and tartness, perfectly complementing the meal, or available for takeout.
  • To conclude the meal, a new dessert menu, TOKYO PARFAIT, features five dessert options with flavors reminiscent of imports from Japan, offering various layers that create textures of crunchiness, softness, and freshness, perfectly rounding off the dining experience.

“At the same time, specialty restaurants continue to be a popular trend among Thai consumers who are looking for unique dining experiences and quality food. It is expected that consumer demand will continue to grow, creating opportunities for restaurant businesses, including On the Table, as the restaurant also offers outstanding fusion dishes across categories such as pasta, salads, and vegetarian options, resulting in a sales increase of over 20% from these menus.”

Particularly in the dessert category, brand customers have shown a strong preference for sweets. Following the launch of the new TOKYO PARFAIT dessert menu, dessert orders increased by over 50% due to affordable pricing and various sizes that can be enjoyed after savory dishes without feeling overly full.

Additionally, there are plans to expand branches targeting tourists and expatriates living in Thailand, such as Central Pattaya Beach, Central Samui, Phuket Foresta, Terminal 21 Pattaya, Terminal Asoke, and Central Chiang Mai. This consumer group enjoys light breakfasts, making brunch, desserts, and beverages bestsellers that cater well to tourists. There are also plans to expand outside shopping malls to community malls, with the first branch being La Villa Ari, to meet the lifestyle needs of local residents while reinforcing the complete All Day Dining concept,”Ms. Mayuree added.

Stay tuned for exciting campaigns from On the Table and Toh Chan that are set to create new experiences for customers continuously, ensuring that they will not be disappointed.

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