Miyabi Grill aims high
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Miyabi Group, a Japanese yakiniku (grilled meat) buffet restaurant chain, targets growth of more than 300 per cent this year and 10 per cent of a market valued at Bt4 billion.
Miyabi Grill Co managing director Techit Romraruek said grilled-food restaurants were very popular, with self-cook outlets making strong inroads among the more established operators.
The sector has seen new, vibrant marketing schemes, partly from rising cook-your-own segment, which is growing by more than 10 per cent a year.
Since Miyabi Group opened its first branch five years ago in Siam Square, it has expanded to 18 restaurants under three brands: Josen, Miyabi and Miyabi Kaiten.
The company plans to open 25 new branches this year, bringing the total nationwide to 43. The group will also launch its super-premium Yakiniku brand.
Last year the company grew by 150 per cent over 2011, while during the first quarter of this year it saw sales growth of 220 per cent compared with the same period in 2012.
Techit attributes this success to its differentiation from competitors with its fresh, high-quality offerings in a variety of foods including beef, pork, cooked seafood and sushi along with its modern Japanese-style decor.
