MK Restaurant Group has found a new catalyst amid high competition in the suki buffet segment with its latest promotion of MK Buffet that sparked a surge in restaurant traffic along with its share price. In the meantime, the company has launched a new affordable suki buffet brand that catches attention from analysts as a new money-maker for the company.
The share price of MK Restaurant Group Public Company Limited (SET: M) has surged by around 58.78% since the release of the MK buffet promotion and 23.68% since the opening of Bonus Suki.
Kasikorn Securities (KS) maintains a cautiously optimistic outlook on MK Restaurant Group Public Company Limited, citing steady signs of recovery and promising developments from its new brand, Bonus Suki, following an analyst meeting.
In the first half of 2025, MK Restaurant Group reported a 9% decline in same-store sales growth (SSSG). However, a reversal emerged in June and July, with sales rising by 9.2% and 4% respectively, attributed to a successful buffet promotion.
While Yayoi branches held steady and Laem Charoen showed a softer trend, management expects overall August figures to be roughly flat. The company anticipates a return to low single-digit positive SSSG in the second half of the year.
Bonus Suki has launched two branches so far, with plans to reach a total of ten locations by year-end. The third outlet is set to open at Little Walk Ramkhamhaeng in Bangkok, while additional openings are slated for both the capital and selected upcountry cities, aiming to broaden the customer base and diversify locations. Management, however, has yet to commit to specific expansion plans for next year.
MK Restaurant Group confirmed there are no intentions to convert MK outlets into Bonus Suki locations, as each targets different customer segments and deploys distinct restaurant formats. The typical Bonus Suki outlet operates on about 450–500 square meters with 60 tables, attracting an average of 1,700–2,000 customers per day since launch.
Kasikorn Securities views the Bonus Suki rollout positively, seeing it as a key strategy to tap new customer segments and strengthen the group’s brand positioning, particularly with a balanced mix of venues across Bangkok and provincial markets.
With SSSG showing improvement in June and July, the analyst believes Bonus Suki could become a significant growth driver for MK in the latter half of the year, should it continue attracting strong customer traffic.
Nevertheless, the brokerage firm notes that market conditions remain challenging amid ongoing economic headwinds and fierce competition in Thailand’s restaurant sector. Kasikorn Securities maintains a ‘Hold’ rating for MK Restaurant Group, with a target price of THB 17.90 per share.
As of 2:30 PM (Bangkok time), the share price of MK Restaurant Group Public Company Limited increased by 3.07% or THB 0.70 to THB 23.50, with a trading value of THB 91.07 million.
