Zen ready to explore the potential of AKA restaurants in SE Asia

“We believe the expansion will help us expand our reach to more consumers in Thailand and the region, serving as a foothold for |further business growth of Zen Group in Southeast Asia,” said Thanyachate Ekvetchavit, chief commercial officer of Zen Corporation Group.
AKA, along with 12 other unique brands, is one of the key drivers behind Zen’s business success, he said. The Japanese yakiniku restaurant was launched 10 years ago as its own flagship brand.
The group was now ready to tap into new regional markets, and was discussing franchising opportunities with potential partners in the countries where it sees strong potential for growth. 
“We are focusing on the Southeast Asian region, including Malaysia, Cambodia, Myanmar and Laos, and aim to open about 10 stores in five years. 
“At the moment, we are in discussions with several potential franchisees and will reveal more details as they come,” he said.
In Thailand, there are 14 AKA restaurants in Bangkok and one in Pattaya. 
Another store will open in Nakhon Ratchasima this year and 10 more branches added in five years, bringing the total to 25, with the focus on the firm’s own investment.
“At Zen, we are always considering new opportunities to expand our brand portfolio, but have nothing to announce at the moment,” he said.
Zen expects to grow its sales by 20 per cent this year and continue at 15-20 per cent in annual growth for the next five years.
“Apart from AKA, On The Table and Zen Restaurant, we are focusing on Thai brands, including Tummour.”
There are two major challenges that every business should be prepared to face, he said. 
First is the constantly changing consumer behaviour and lifestyle, as well as new ways people want to interact with brands and purchase. 
“Even now, it’s important to offer customers not just products, but an experience. 
“At Zen Group we will continue to focus on enhancing consumer experience by focusing on product and service innovation, which is at the core of our brand.
Staffing is another issue that every company has to address to be successful. 
Zen is a “peoples’ brand”, both outside and inside. 
“Our internal philosophy is based on three key principles – recruit, retrain, retain – which we plan to maintain in the future. 
“Additionally, as our world is becoming more digitalised, we are paying more attention to how we can use various technologies to improve efficiency, and make employees proud of being part of Zen Group. 
“For example, at the moment we are using a POS/kitchen system to reduce the time needed to prepare food and manage queues.
“In the next five years, we plan to shift our position from a restaurant brand to one of the leading food-related businesses in the region.”