Oishi Group Plc, a SET-listed food and beverage company, is set to spend 3 billion baht doubling the size of its food business over the next five years.
Paisarn Aowsathaporn, executive vice-president of the food division, said the company planned to open about 50 new Japanese restaurants a year from 2014-18.
The number of restaurants in its portfolio will reach 470.
Oishi Buffet and Shabushi shabu are two Japanese restaurant brands to be opened mostly in Thailand between now and 2018.
Apart from the domestic market, Oishi also plans to open 10 more Shabushi eateries in Myanmar costing a combined 180 million baht over the next five years.
The first Shabushi in Myanmar was opened in Yangon in July.
Two more are planned for Mandalay and Yangon in October and December, respectively.
The Shabushi venture in the neighbouring country is operated by Oishi Myanmar Ltd, in which Oishi owns 55% and the remaining 45% belonging to City Food owned by leading retailer City Mart Group.
Mr Paisarn said the restaurant expansion plan was aimed at boosting sales of Oishi's food business to 13 billion baht by 2018.
Of the total, 10 billion baht will come from the domestic market.
"Though new Japanese restaurant players continue to make their debuts in Thailand, the market still has huge room to grow in the future," Mr Paisarn said.
Oishi president Marut Buranasetkul said overall sales in the first half of this year declined by 10% due to the political crisis.
As a result, the company decided to delay the launch of two new Japanese restaurant brands until next year.
It will allocate 200 million baht for marketing activities including a major campaign to celebrate the 15th anniversary of Oishi Buffet in the rest of this year to draw more customers to its restaurants.
Oishi plans to open 22 new Japanese restaurants this year, bringing the total to 220 by the year-end.
Mr Paisarn said the company planned to boost sales of Oishi Kyoza to be sold at kiosks in the near future.
Oishi Kyoza is now available only at 7-Eleven convenience stores nationwide.
OISHI shares closed yesterday on the SET at 97 baht, unchanged, in trade worth 1.04 million baht.