Miyabi throws another slab on the Japanese rotisserie

Miyabi throws another slab on the Japanese rotisserie

Yakiniku chain details B900m expansion

As Japanese grill buffet restaurants become increasingly popular, Miyabi Group, a 100% Thai-owned company, will speed up the expansion of its restaurants with a 900-million-baht budget to open almost 100 new branches in Thailand over the next five years.

Mr Techit (left) and Burin Wongrattananukul, director for finance and accounting of Miyabi Group, at a promotion. PORNPROM SARTTARBHAYA

Of the total budget, about 300 million baht each will be spent to open at least 30 new yakiniku (grilled) buffet restaurants this year and next, while the remaining 300 million will be used from 2015-17 to add 10 new branches each year.

Miyabi expects to have 120 restaurants by 2017, with sales of 3 billion baht, up from 160 million last year. At that time, Miyabi Group will seek listing on the stock market.

The company expects to hire about 900 new workers over its five-year expansion.

It was established five years ago by three friends working in the fields of architecture, finance and computers.

It now operates three Japanese yakiniku restaurants comprising Miyabi, Miyabi Kaiten and Jousen.

Wabisabi, offering premium grilled food, will be added later this year.

"We want to build a strong reputation for Japanese yakiniku buffet restaurants in Thailand. Grilled food is a new trend here. We want people to think Miyabi when they want to eat grilled food, just like MK for sukiyaki," said Techit Romraruk, the managing director of Miyabi Grill Co.

The company is also considering franchising next year for its Miyabi Kaiten brand. One 200-square-metre Miyabi Kaiten outlet will cost 10 million baht, and he expects it will take about two years to break even.

Grilled food restaurants in Thailand make about 4 billion baht a year through 10 major brands.

BBQ Plaza is the market leader, followed by Sukishi, Pone Yang Kum and Miyabi. The segment grows by at least 10% per year.

The company will inject 50 million baht to build Miyabi brand awareness among target consumers.

It has hired popular actress Jarinporn "Toey" Joonkiat to be its presenter.

The company also wants to branch out to Asean countries with the Asean Economic Community set to launch.

The Philippines is the first priority market, and the business model there will be through franchises.

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