Oishi Group, owned by billionaire Charoen Sirivadhanabhakdi, aims to expand delivery services to cover all customers in Bangkok over the next two years.
Paisarn Aowsathaporn, the company's executive vice-president for food, said the expansion of delivery service will be furnished by Kakashi, the Japanese-style quick service restaurant.
Kakashi will be a venue to provide service for all Oishi delivery menus, Mr Paisarn said.
Oishi operates 23 Kakashi restaurants, including two new branches at Major Ratchayothin and near the Sangsom Building on Vibhavadi Rangsit Road. These operate under the new concept, offering delivery services.
Kakashi restaurant was introduced to the market five years ago to capture students, first-jobbers and working people.
Mr Paisarn said the company will open 5-10 Kakashi branches outside shopping complexes in 2019.
Restaurants will be about 120 square metres, smaller than the regular 150 sq m, for faster expansion.
"Kakashi will service customers in person as usual and function as the virtual delivery store for all Oishi delivery menus," he said.
Oishi operates 56 virtual delivery stores for its brands nationwide. More than 60 branches are planned for 2019.
Mr Paisarn said the company will also leverage technology to create better customer experiences in term of cardless payment, ordering and payment at the table and allow clients to reserve the tables online.
"Oishi expects to resume aggressive investment this year after seeing a slowdown since 2015," he said.
Mr Paisarn said he believes the economy will experience good growth in 2019 due to government policies to lure more foreign investors to Thailand, tourism promotion and infrastructure development.
The national election in February will also raise consumers' spending power, he said.
According to Kasikorn Research Center, Thailand's food business is estimated to be worth 400 billion baht, with the figures forecast to grow by 10% in 2019.
Mr Paisarn said that apart from expansion in the domestic market, the company also plans to rev up overseas expansion in 2019.
Shabushi restaurant opened in Myanmar four years ago to test the market response. The group has also set up a new company in Singapore for expansion in Asean and is seeking partners to form a joint venture to tap into Laos and Cambodia this year.
He said the company will hold a majority stake in the joint venture company.
There are two candidates in Laos and three candidates in Cambodia. The company expects to open one restaurant brand in Laos and one in Cambodia in 2019.
Mr Paisarn did not specify which brands would be expanded abroad.
"We're focusing on Laos and Cambodia because their consumption behaviour is similar to Thais," he said. "Oishi brand recognition among consumers in both countries is quite good because Oishi drinks have been in the two markets for years and have become the market leader in both countries."
Mr Paisarn said the company was also approached by investors in Laos and Cambodia to open restaurants.
He said the food business is quite sensitive and requires time to prepare raw material management and services, which are the two operating factors that determine success in the food business.