Pitharn Ongkosit takes major share in Japanese chain Mos Burger
Pitharn Ongkosit, president of Mos Foods Services (Thailand), is increasing his shares in Mos Foods Services (Thailand) Limited, the operator of Mos Burger Japanese fast food restaurant chain in Thailand, and will invest more than Bt200 million in increasing the registered capital while shifting marketing strategies and opening six additional branches during the second half of 2019.
The company also affirmed its readiness to compete on the online delivery market and boost sales to Bt500 million in four years.
Pitharn notes that Mos Burger is among the most successful fast food restaurants in Japan and has achieved tremendous success in other countries. It currently operates in China, South Korea, Taiwan, Hong Kong, Singapore, Indonesia, Australia as well as in Thailand and since its launch at CentralWorld in 2007 has gained a positive response from Thai consumers.
By moving the ownership from the parent company in Japan, currently the major shareholder of Mos Foods Services (Thailand) Company Limited with a registered capital of Bt6 million, to Pitharn, who will became the major shareholder with 75 per cent of the stock, the Mos Burger brand in Thailand can be further strengthened in terms of both marketing and management. The chain currently has branches at Central World, Fashion Island, Century The Movie Plaza Sukhumvit, Central Plaza Bangna, Central Rama III, Emporium, Future Park Rangsit and Terminal 21 (Asoke) and is planning to open new outlets in major tourist destinations. Mos Foods Services (Thailand) has also adjusted its marketing strategies to better reach its target consumers, tapping into the online delivery and launching new promotions with delivery service operators as well as other marketing campaigns to boost sales to reach 500-million-baht in 4 years.
"Mos Burger is the business worth keeping an eye on and has potential to grow given its wide-ranging strength from the food quality to its true taste of Japan, which matches Thai consumers' preference and gives us the leading edge. Combined with the robust marketing strategies, Mos Burger can thrive and emerge as a strong competitor in Thailand's fast food market in the future. What we bring to the table is the management efficiency and a new menu that is fine-tuned to the Thai consumers' palate, while Mos Burger Japan still takes charge of maintaining the product high standards including the food quality and prime ingredients of the original brand," Pitharn says.
