Kourakuen plans rapid growth of outlets in Japan, Thailand
Kourakuen Holdings Corporation has set out a three-year expansion plan to increase the number of its Japanese restaurants rapidly both in its home market of Japan and in Thailand.
The company operates 524 Kourakuen and Neo Kourakuen restaurants in Japan.
In Thailand, it operates five, including the latest Neo Kourakuen restaurant, which opened yesterday at CentralPlaza WestGate in Bang Yai, Nonthaburi.
Kourakuen executive Tsutae Niida said the company planned to double the number of its restaurants to about 1,000 in Japan and about 30 in Thailand by 2017.
Noboru Niida, managing director of Kourakuen (Thailand) Co, said the company was launched 61 years ago and expanded north of Hokkaido and to the south of Hiroshima.
The first Kourakuen restaurant outside Japan was opened in Bangkok in July 2012.
"The key reason we chose Thailand is that the country’s economy has been growing constantly," Noboru Niida said.
Strong interest among Thais
"Besides, Thai people show a strong interest in Japanese food and culture.
"Moreover, they love to experience new and different things. With all the mentioned reasons, we believe that the Thai [market], particularly the new-generation market, will warmly welcome the arrival of Kourakuen comfortably."
The other Kourakuen restaurants in Thailand are located at Gateway Ekamai, Fashion Island, and The Shoppes Grand Rama 9.
The CentralPlaza WestGate restaurant is on the third floor and covers 194 square metres. It has 27 tables and can serve up to 70 customers, targeting about Bt2 million in sales a month.
The company said its prominent and competitive points came from the high standard if its raw materials.
It said that since it had its own plant, the production and delivery process could be strictly monitored and controlled.
It said Kourakuen customers could be assured of the freshness of the food with a consistent taste. In addition, the staff were trained to make sure they delivered only the best service.
"At Kourakuen, we do not have a price-cutting strategy to promote business," said Noboru Niida, adding that the company preferred to focus on creating brand awareness and brand loyalty.
He said each Kourakuen restaurant served around 400 diners per day.
"We believe that the popularity of ramen and Japanese food in general for Thai people is still growing with a bright future," he said.
"The Japanese-food market in Thailand is large and competitive with several key players. However, with our outstanding points of food quality, pricing, and taste, we will open one more branch at Aeon Sriracha Shopping Centre this coming October.
"In the near future, we plan to expand our restaurant branches to cover different target areas and customers."
