Japanese restaurant chain Yayoi launches Bt10m promotion
Japanese restaurant chain Yayoi aims to differentiate itself from its rivals with what it calls a “Joy of Surprises” strategy.
The company will spend Bt10 million on a campaign dubbed “Loon Fin Kin Free Season 2” that offers promotions to customers.
The Joy of Surprises strategy features lifestyle prizes for younger customers, including free dining, free Internet, and free movies year round, plus a chance to enjoy a paid holiday in Japan.
The campaign is tipped to boost Yayoi’s sales to Bt3.5 billion this year.
Somchai Hanjitkasem, chief operating officer of MK Restaurant Group, said: “Through more than 11 years of business operation in Thailand, Yayoi has always stayed true to our mission as the original Japanese restaurant with exacting standards, from selection of ingredients and distinctive recipes to quick yet exquisite preparation without compromising on authentic taste and superb quality for all diners.
“In addition, we consistently deliver extraordinary experiences to our customers by means of creative dishes, campaigns and promotions, resulting in overwhelming customers’ brand engagement.
“In particular, with our ‘Loon Fin Kin Free’ (chance for the joy of free dining) campaign last year, we were the first restaurant brand in Thailand to offer our lucky customers an ultimate experience of free dining across the menus for one full year.
“The campaign not only reinforced consumers’ brand awareness and perception of Yayoi but also evolved into our signature campaign and was a strong contributor to our sales in 2016, which exceeded Bt2.9 billion or an increase of 15 per cent from 2015.”
Yayoi has now set aside Bt10 million for Loon Fin Kin Free Season 2. It will highlight “Free Tung Raan, Fin Sataan Muang” (free meal restaurant-wide takes the town by surprise), in which troops of “Yayoi Rangers” will visit Yayoi Restaurants at random to surprise the dining clientele by having the bills of every customer and every table all paid for.
For more surprise, “Natee Tong” (flash offers) will last until June 30 at 160 Yayoi restaurants nationwide, allowing customers to enjoy a selection of Yayoi’s Japanese dishes for free.
The company added: “And to take the dining experience to the most satiating level, the following prizes will be given away all year round to lucky customers who checked out with a minimum of Bt500 and submit a ticket to enter the draw. Loon Fin Kin Free Season 2 begins will serve its fun and the joy of Japanese dining from until June 30 at 160 Yayoi restaurants.”
