Thailand's Japanese eatery chain Oishi announced the launch of Oishi Biztoro restaurants, offering modern Japanese cuisine in easily accessible locations such as petrol stations and community malls.
Nongnuch Buranasetkul, president and chief executive of Oishi Group Plc, said during the past two years, the pandemic and rigorous safety measures resulted in a change in consumer behaviour and lifestyle.
Entrepreneurs must look for opportunities to fill the market gap and adjust their business models.
"The company launched Oishi Biztoro under the concept 'Easy delicious choices in modern Japanese style' for a new generation who want convenience, deliciousness and speedy meals. The most important thing is to have a variety of dishes at affordable prices and can be eaten often," she said.
According to the company, the Oishi Biztoro brand was developed as a hybrid Japanese restaurant serving fast food and full service.
The restaurant offers a wide variety of popular and familiar Japanese dishes, divided into three main groups: ramen and soba in the noodle section, a donburi or rice bowl section, and snacks.
The model for Oishi Biztoro is self-service, meaning customers first place their order at the counter and wait to pick up their food when a wireless device they are provided with buzzes.
"This new model is convenient and delicious for customers. Most importantly, it's easier to access both in terms of price and location. And with small-format stores focused on ensuring convenience for customers, it will help increase flexibility in expanding stores and fill the market gap more quickly," Mrs Nongnuch said.
Oishi Biztoro is now available in department stores, shopping centres and petrol stations at Oishi Biztoro Central Ayutthaya, Oishi Biztoro Central Si Racha and Oishi Biztoro Caltex Ngamwongwan (Ravee Service).
The company plans to expand with a fourth Oishi Biztoro branch and service area through a community mall project.
The official opening of Oishi Biztoro Saimai Avenue is set to take place on April 12.