The share price of MK Restaurant Group Public Company Limited (SET: M) surged to a level not seen since late March, following its announcement to compete in the suki buffet segment at an affordable price.
The share price rose as much as 15.50% at the opening session before edging slightly lower. MK settled 12% higher on Monday, July 14, 2025, at THB 19.50 per share, the highest level since late March 2025.
Thailand’s hot pot arena is boiling over, and long-standing market leader MK Restaurants, known for its a la carte sukiyaki brand, is making a bold strategic move. Following the immense popularity, and slight logistical challenges, of its recent “MK Koom Koom Eat All You Can 299 Baht” promotion, the sukiyaki giant is officially launching a new, dedicated budget buffet brand: “Bonus Suki.” Priced at an enticing 219 baht, this new venture directly challenges the dominance of popular value-for-money chains like Suki Teenoi, signaling a new phase in the intense “sukiyaki war.”
The “MK Koom Koom” buffet, which ran through June and extended into July, proved to be a resounding success, drawing massive crowds to MK branches across the nation. Customers flocked to enjoy an all-you-can-eat experience at a highly competitive price point. While the overwhelming demand led to some initial hiccups in service and ingredient availability, MK swiftly acknowledged and addressed these issues, demonstrating their commitment to customer satisfaction even amidst unprecedented volume. This promotion served as a crucial testbed, clearly indicating a robust demand for value-oriented sukiyaki from the Thai public.
However, it is believed that MK is keen to maintain the premium perception and established quality associated with its flagship “MK” brand. This strategic differentiation is paramount. By launching “Bonus Suki,” MK aims to capture the burgeoning budget buffet market without diluting the brand equity of its main offering.
“Bonus Suki” is designed to directly compete with the successful model of Suki Teenoi. The new brand will feature an attractive price point of 219 baht per person (with refill drinks available for an additional 39 baht, making the net price around 279 baht) and extended operating hours, including late-night service.
The first “Bonus Suki” outlet is set to open its doors on July 16, 2025, at Robinson Lifestyle Saraburi, with an aggressive “buy one get one free” promotion for the first 100 diners daily until July 20. This indicates MK’s serious intent to quickly gain market share in this competitive segment.
The entry of “Bonus Suki” signals that MK is not just reacting but proactively shaping the future of the sukiyaki market. By segmenting its offerings, MK can cater to different consumer needs – providing a more premium, full-service experience at its traditional MK Suki restaurants, while offering a high-value, accessible buffet option through “Bonus Suki.”
This strategic diversification is expected to strengthen MK Restaurant Group’s overall position, ensuring it remains a dominant force in Thailand’s beloved hot pot landscape, regardless of budget. The coming months will undoubtedly see an even more heated “sukiyaki war” unfold, with consumers standing to benefit from increased competition and diverse dining options.
