Zen Group has unveiled its business vision for 2025, reaffirming its position as a stable and sustainable leader in Thailand's food industry. The company promotes the concept of Everyday Zen to keep consumers thinking of Zen Group and the diversity of its brands, aiming for an average growth target of 10% per year.

Mr. Sarkanon Jirathiwat, CEO of Zen Corporation Group Public Company Limited or Zen Group, as a food business operator with a total of 10 brands, including 6 Japanese food brands: Zen, AKA, On the Table, Din's, TETSU, Sushi Cyu & Carnival, and 4 Thai food brands: Kieng, Tum Mua, Lao-Vietnamese, De Tummour, covers all consumer needs looking for quality and value from premium restaurants to casual dining. This year, Zen Group will discuss the direction and key strategies of each brand in the group that meet the demands and lifestyles of modern consumers, highlighting the Everyday Zen concept to create a memorable impression for consumers at every meal.

Ms. Jomkwan Jirathiwat, Deputy CEO of the Restaurant Business Group discussed the marketing plans for 2025, stating that this year Zen Group will aggressively market all brands, focusing heavily on the main food brands:

• Zen: A high-quality Japanese restaurant offering A la carte and Buffet, a leader in premium fish menu selection sourced from standard suppliers, serving Japanese cuisine that appeals to Thai tastes, targeting new-generation families and groups of friends, working adults.

• AKA: A Japanese-style Yakiniku Buffet restaurant that selects quality meats to create a fun grilling experience for student and young working customers.

• On the Table: A cafe-style restaurant, Japanese with a Twist, meticulously prepared at every step, targeting families and working adults who enjoy hanging out with friends in a casual atmosphere.

• Kieng: A Thai street food restaurant catering to customers with a fast-paced lifestyle who need quick meals, such as working adults and students.

• Tum Mua: A Thai-Isaan restaurant that knows the ins and outs of Som Tum, paying attention to every step of preparation and selecting ingredients for each dish, targeting families and working individuals who enjoy spicy food.

• Lao-Vietnamese: A restaurant that perfectly blends the culinary cultures of three nations along the Mekong River (Thailand, Laos, Vietnam) to cater to working adults and families looking for healthy, fresh, and delicious food.

• Sushi Cyu & Carnival: A high-end Japanese restaurant specializing in sushi and authentic Japanese cuisine, sourcing premium ingredients directly from Japan, served in a luxurious yet friendly atmosphere, ideal for those who appreciate omakase, high-quality sushi, and a meticulous dining experience.

Unveiling Exciting Plans! Shaking Up the Thai and International Restaurant Market

For this year's expansion plan, Zen Group will focus on growth through franchising internationally, with Asia as the primary target. In 2024, the Kieng restaurant will open in Japan, Laos, and Malaysia, and in the first quarter of 2025, one more location will open in Laos and one in the Philippines, with plans for additional branches in the Philippines, Laos, and Malaysia. There are also plans to open On The Table and Lao-Vietnamese in Laos in the second quarter. Additionally, there are plans to expand new business channels in Thailand, not just selling food in restaurants but also through retail channels, collaborating with CP Extra Public Company Limited to pilot at Makro and Lotus stores by offering a special fermented fish sauce from the “Tum Mua” brand alongside a Som Tum vegetable set. There are two products: “Som Tum Fermented Fish Sauce Set” and “Thai Som Tum Vegetable Set” to enhance convenience for customers to enjoy Tum Mua anytime, anywhere, reaching a broader consumer base.

Moreover, Zen Group also plans to modernize the image and various elements of its food brands, which have been established for over 30 years, to align more closely with the lifestyles and consumption behaviors of today's consumers, ensuring that the food brands in the group can effectively connect with customers.

Zen Group Uses “Food” as a Medium to Spread Happiness and Smiles, Giving Back to Society!

This year, Zen Group continues to prioritize its ESG (Environmental, Social & Governance) operations, focusing on helping vulnerable groups in society, including underprivileged students, abandoned elderly individuals, disaster victims in various areas, and promoting animal welfare. Zen Group uses “food” as a medium to spread happiness and smiles, reflecting its concern for Thai society through its annual main campaign ZEN Sharing Happiness, which will be held quarterly, providing food to those in need and reinforcing Zen Group's image as a caring organization that shares and is always ready to lend a helping hand, while also reflecting the diversity of the group's menus that can truly create happiness, satisfaction, and excitement for everyone.

Showcasing Vision and Achievements! Every Business in the Group

Mr. Siruwat Chatchawan, Deputy CEO of the Marketing Group, discussed the direction or marketing vision of each food brand in the group, stating that currently, Zen Group operates in three main segments:

1. Restaurant Business focuses on strengthening existing branches by emphasizing food quality, service, and customer experience to enhance the brand's image and ensure sustainable competitiveness in every market.

2. Franchise Business where the main revenue comes from supplying ingredients to franchises, with a strong focus on expanding franchise branches internationally this year. Last year, two franchise branches of Kieng were opened in Laos, namely Kieng Siwilai and Kieng Phonsinuan, which have been very successful in the market. At the same time, there will be adjustments to the service model in franchise branches of Kieng to provide more in-store service to align with consumer lifestyles, moving away from a sole focus on delivery.

3. Manufacturing and Distribution Business, which generated a total revenue of 734 million baht in 2024, an increase of 34% from the previous year.

· Zen & Go Sum Interfoods, a subsidiary producing and distributing seasonings, continues to grow, along with the expansion of seasoning product distribution.

· King Marine Foods, a subsidiary producing and distributing seafood and frozen meat, has seen growth in the seafood and frozen meat business, including new ingredient offerings, allowing for the expansion of new customer bases.

However, the restaurant business remains the core of Zen Group, accounting for over 70% of the total business. Currently, there are over 317 branches across 10 brands, including 177 self-invested branches and 140 franchise branches, covering both Thailand and international markets.

Mr. Siruwat concluded that this year the business will focus on generating revenue and profits from existing branches, streamlining the business model to be more compact and modern, while also increasing the number of franchise branches internationally to drive the brands in the group to acquire new customer bases, strengthen, and grow the market in key Asian countries such as Thailand, Malaysia, Cambodia, Vietnam, and Laos. It is expected that in 2025, the franchise business will achieve its growth targets.