The Minor Food Group Public Company Limited, a leading restaurant operator in the Asia-Pacific region, has announced plans to accelerate its growth strategy by expanding its franchise network in Thailand and international markets. The company aims to operate more than 4,500 food and beverage outlets worldwide by 2029, while elevating Bonchon into one of its key brands for international expansion, launching its latest ramen concept, CHIHO RAMEN, and broadening collaborations with leading partners to unlock further growth opportunities under its asset-light strategy. These initiatives support its ambition to become the Global Franchisor of Choice, earning the trust of franchise partners worldwide.
Thunyachate Ekvetchavit, Chief Development Officer at the Minor Food Group, stated, “Minor Food’s goal is to build a strong restaurant network capable of achieving sustainable growth on a global scale. We believe that expanding through franchising and collaborating with high-potential partners will enable us to grow faster and more efficiently. By leveraging Minor Food’s strengths in brand development, restaurant management and franchise support systems, we aim to build long-term success together with our partners.”
Minor Food currently has a portfolio of more than 40 restaurant brands, with a network of over 3,000 outlets across 27 countries worldwide. This demonstrates the company’s extensive experience and readiness to operate restaurant businesses across diverse markets, providing an important foundation for its next phase of growth.
Minor Food’s expansion strategy centres on three key approaches.
1) Accelerating the Global Expansion of Key Brands. One important milestone has been the acquisition of Bonchon International, which has strengthened Minor Food’s capabilities in developing and expanding its franchise network in international markets. The company will build on the brand’s success in key markets, including Thailand, the United States and the Philippines. Minor Food sees significant opportunities to expand Bonchon into promising markets across Asia, the Middle East and Europe. By capitalising on the brand’s strength and the growing popularity of Korean culture, or K-culture, the company aims to establish Bonchon as one of the key brands driving the growth of its global franchise network.
2) Developing New Brands and Restaurant Concepts. Minor Food is continuing to build on its expertise in brand development and restaurant management to create new restaurant concepts that respond to changing consumer behaviour and emerging business opportunities. This approach will also diversify its brand portfolio and provide franchise partners with a wider range of investment opportunities. As part of this strategy, the company is preparing to launch CHIHO RAMEN, its newest ramen restaurant brand, on 30 October 2026 at Lotus’s Sukhumvit 50. The launch is another example of how Minor Food is drawing on its expertise and experience to develop new brands and create future growth opportunities in the restaurant business.
3) Strengthening Strategic Partnerships to Accelerate Network Expansion. Minor Food places great importance on building partnerships with organisations that possess established networks and market expertise. The company is building on its collaborations with PTTOR and Lotus’s to expand its restaurant brands into high-potential locations, including petrol stations and retail spaces. These partnerships will help Minor Food reach new consumer groups, accelerate outlet expansion, support business growth and strengthen its network over the long term.
“Minor Food aims to operate more than 4,500 food and beverage outlets worldwide by 2029. We will continue to expand in international markets while strengthening our business in Thailand through the development of key brands, the creation of new brands and collaboration with high-potential partners. We see particularly strong growth opportunities in markets such as Indonesia, Vietnam, South Asia and the Middle East. At the heart of this strategy is our commitment to achieving success together with our partners. We believe that being the Global Franchisor of Choice means more than simply having a large network of outlets. It requires strong brands and business models, supported by systems that enable our partners to succeed and grow alongside us sustainably over the long term,” Thunyachate concluded
