Economy
Maguro Group Diversifies into Isan Cuisine with New 'Lai' Brand
Maguro Group is expanding beyond Japanese and Korean food by launching 'Lai', an affordable Isan-style restaurant brand.
According to a report by Prachachat Business, the Maguro Group is shifting its business strategy to diversify its revenue portfolio. Known primarily for its Japanese and Korean restaurant operations, the company is now entering the Thai regional food market with the launch of a new brand called 'Lai'.
This move is designed to broaden the company's customer base, specifically targeting office workers and families. The 'Lai' brand focuses on accessibility, offering Isan-style dishes with prices starting at 79 baht. This strategic pivot follows the company's financial performance during the first half of 2026.
For residents and travelers in Thailand, this development is notable as it introduces a new, budget-friendly dining option backed by an established restaurant group. The expansion reflects a broader trend of major food operators seeking to balance their portfolios by tapping into popular local culinary segments.
While the launch of 'Lai' marks a significant shift for the group, details regarding the specific locations of the new outlets and the full extent of the rollout plan remain to be confirmed. Observers will be watching to see how this new brand performs in the competitive casual dining market.