Economy
UBE Shifts Strategy: Restaurant Expansion as New Growth Engine
Ubon Bio Ethanol (UBE) is pivoting toward the restaurant sector to diversify revenue, targeting 31 Oshinei branches by the end of 2026.
According to a report by Prachachat Business, Ubon Bio Ethanol (UBE) has announced a strategic shift for the second half of 2026. Under the initiative titled “Beyond Ethanol,” the company aims to reduce its reliance on its traditional core business by cultivating a “New S Curve” through its restaurant operations.
This pivot follows strong performance in the food sector, where the company reported a 19.3% year-on-year revenue increase in the second quarter. To capitalize on this momentum, UBE is accelerating the expansion of its “Oshinei” restaurant brand. The company plans to open new locations both domestically and internationally, with a target of reaching 31 total branches by the end of the year. Additionally, management is currently evaluating new restaurant business models to further diversify its portfolio.
For residents and travelers in Thailand, this expansion may lead to increased accessibility to Oshinei dining locations. While the company has confirmed its growth targets for the current year, details regarding the specific international markets for expansion and the nature of the new restaurant models under study remain to be confirmed. Investors and observers will be watching to see if this diversification successfully offsets the volatility of the ethanol market.