Minor Food Launches 'Chiho Ramen' with Affordable Pricing Strategy

Minor Food Group, a major player in Thailand's restaurant industry, has officially announced the launch of its first Japanese-style dining brand, 'Chiho Ramen.' According to a report by Khaosod Online, the company aims to capture the market by offering accessible pricing, with menu items starting at 99 baht. This strategic move is designed to appeal to consumers who are currently exercising caution regarding their discretionary spending.

Thanyachate Ekvetchavit, Chief Business Development Officer at The Minor Food Group, stated that the brand is positioned to offer simple, localized flavors tailored to Thai preferences. The company has also opened the brand to franchising opportunities, with an ambitious goal of expanding to 100 locations within the next three years. The first branch is scheduled to open on October 30 at Lotus’s Sukhumvit 50.

For residents and travelers, this development represents a new dining option in the competitive quick-service restaurant sector. While the brand aims to provide value amidst rising operational costs in the food industry, the long-term success of this expansion and the consistency of the menu across future franchise locations remain to be confirmed. Interested diners can visit the inaugural location starting late October to experience the new concept firsthand.