Restaurant industry is booming: Nittaya Grilled Chicken plans expansion in Chonburi!

Restaurant industry is booming: Nittaya Grilled Chicken plans expansion in Chonburi!

Today, November 13, 2025, there is exciting news from Thailand's restaurant industry that will be of interest to both connoisseurs and business experts. Gastronomy, considered one of the "four basic needs" in Thai people's lives, has experienced remarkable growth this year. According to a recent report by Thansettakij, CEO of Nittaya Grilled Chicken Group, นายภเดช กันตจินดา, the total value of the industry is about 560 billion baht, a growth of 3%. This positive result is mainly due to increasing demand for food, support from government projects and a recovering economy.

Despite economic challenges, demand for dining out remains stable. Consumers have increasingly developed a sense of quality and value the entire dining experience. Whether it's a quick bite at a small eatery or a leisurely dinner at a renowned restaurant, many Thais choose where to eat depending on the occasion and budget. Especially the government initiatives likeShop Dee Mee KhuenandKhon La Khreung Pluscontribute to increasing restaurant sales. During this time, greater emphasis is placed on receipts in order to benefit from tax relief.

Implementation in the catering industry

The restaurant industry is already preparing for the peak season at the end of the year. Nittaya Grilled Chicken plans to open 1-2 new branches and renovate three to four existing locations by the end of this year, particularly in the Chonburi region. There are currently a total of 31 branches that have undergone several renovations in the last ten months. An important aspect when choosing a location is sufficient parking and good accessibility, as this is crucial for many customers.

In addition, the company has a membership system that currently has over 200,000 members and is expected to grow to 250,000 by the end of the year. These members can benefit from new menus and innovation, as the range of dishes is redesigned every 4-6 months - always based on customer feedback. The company is also innovative in the catering segment and is expanding its online and delivery services.

Culinary requirements and trends

The average spend per restaurant visit is between 800 and 1,100 baht, depending on whether diners eat in a mall or a standalone branch. The table turnover rate is also significant, averaging four revolutions per day. Thai gastronomy has enormous potential to act as a "soft power" to promote national identity, particularly through traditional dishes from northeastern Thai cuisine.

At a time when people are increasingly seeking new culinary experiences, the diversity of restaurants and cuisines provides an excellent opportunity for restaurateurs. Questions about eating habits, preferred cuisines or food requirements are just a few aspects that are taken into account when designing customized offers. Many people are willing to try new dishes and international restaurants are frequently visited, which diversifies tastes and cuisines.

In today's world, in which the eating experience is no longer just about eating food, the change in eating habits is also reflected. Consumers are thinking more about calories and fat content, preferring fresh ingredients and occasionally considering fast food. These trends place high demands on restaurateurs.

Welcome to the heart of Thai food culture, where enjoyment and quality go hand in hand! Join this culinary journey and discover the diversity of dining options in Bangkok and beyond.