Amid economic volatility, maintaining quality at each branch and keeping the essence of the brand are the keys to dealing with fierce competition in the restaurant sector, according to Nittaya Kai Yang, the renowned Thai-Isan restaurant brand.
Raweewan Laksanavisit, founder of Nittaya Kai Yang, said what has driven the brand for 25 years is the desire to share the taste of home and the warmth of Thai hospitality.
The brand’s enduring success, according to Phadej Kantajinda, executive director of Nittaya Kai Yang Group, lies in its ability to evolve without losing its essence.
“Isan cuisine has always been popular, but the market is now more competitive than ever,” he said. “Our strategy is to maintain the soul of our food while modernising the customer experience, from restaurant design to service innovation and delivery channels.”
Mr Phadej said Nittaya Kai Yang’s growth is guided by four core strategies. The first is its winning zone, focusing on everyday comfort food with a universal taste that appeals to all.
The second is craftsmanship and quality, where great taste begins with great ingredients, supported by a central kitchen that ensures consistent flavours across every branch.
The third, building a bond business, emphasises creating strong emotional connections with staff and customers through warm service and memorable dining experiences.
Lastly, its location strategy prioritises selective expansion in high-potential areas to strengthen accessibility and sustain long-term growth.
Mr Phadej said increasing competition has prompted major restaurant chains to diversify their brands and focus on using high-quality ingredients to stand out.
“Maintaining stable prices during economic uncertainty is a key strategy for customer satisfaction. Internal management also plays a crucial role in cost control, allowing us to preserve both quality and reasonable pricing, even as costs climb,” he said.
This year, the company is allocating an investment budget of over 30 million baht to renovate three existing branches, Soi Sailom (Phahon Yothin Soi 8), Rangsit Khlong 2 and Pinklao, to create a more modern and contemporary atmosphere.
Nittaya Kai Yang has expanded beyond Bangkok for the first time this year, with a new branch at Lotus’s Saraburi, with investment of 8 million baht.
The company operates 31 branches, primarily located in Bangkok.
Over the past four years, Nittaya Kai Yang’s revenue has grown steadily, from 628 million baht in 2021 to 986 million baht in 2024.
The company expects to achieve sales of 1 billion baht in 2025.
He said for the next 3-5 years, the economy is expected not to perform well. The key challenge is to maintain the growth of existing branches rather than focus on expansion.