Zen Group unveils its 2026 plan, launching three Thai brands from Northeastern Thailand into franchising to expand into international markets.

Zen Corporation Group is driving its 2569 strategy by revamping its Thai restaurant portfolio, launching "Tam Mua," "Lao Yuan," and "Khiang" restaurants both domestically and internationally. The goal is to capture market share from popular dishes like Som Tum (papaya salad) and Pad Krapow (stir-fried basil), catering to modern consumers who seek dining experiences beyond just satisfying hunger. The company aims to expand its portfolio of Northeastern Thai brands to 159 branches by the end of the year, while simultaneously increasing the proportion of franchised restaurants in key strategic locations.

10 July 2569 – Mr. Siruwat Chatchawal, Deputy Chief Executive Officer of the Franchise Business Group, Zen Corporation Group Public Company Limited, or Zen Group. The company revealed its business plan for Northeastern Thai restaurants in 2026, stating that it will use three main brands – “Tam Mua,” “Lao Yuan,” and “Khiang” – as its flagship business model for expanding branches both domestically and internationally. This follows the discovery of consistently growing sales figures every year, due to the core menu items of all three brands, such as Som Tum (papaya salad) and Pad Krapow (stir-fried basil rice), being two of the five staple dishes that Thai consumers choose to eat in their daily lives.

Currently, the restaurant business structure constitutes the main source of revenue for Zen Group, accounting for 70% of the group's total business portfolio. It comprises 11 restaurant brands with over 284 branches. It comprises 158 branches that the company invests in and manages itself, and 126 branches that are franchised, covering both the Thai and international markets. This year's plan therefore focuses on upgrading and increasing consumer accessibility for all main meals.

For the operational plan of the first brand. "Tam Mua" Positioned as a Northeastern Thai restaurant targeting families and working professionals who enjoy spicy food, the company is preparing to improve its service by adding new features to create more variety in the menu, including the introduction of side dishes and a grill station.

The first pilot branch of Tam Mua has launched at Big C Rama IV, with three new menu items to be released this July. The company expects to open one more branch this July, bringing the total number of Tam Mua branches in Thailand to 65 by the end of 2026, up from the current 64.

As for the brand... "Lao-Vietnamese" The concept promotes the fusion of culinary cultures from three Mekong River basin nations: Thailand, Laos, and Vietnam, targeting working professionals and families who prioritize healthy, fresh, and clean food under the theme of "Longevity Food." There are plans for significant market expansion into international markets.

The company aims to open two more branches this year: one in Thailand and its first branch in Vientiane, Laos. This will bring the total number of Lao Yuan branches to 43 by the end of 2026, consisting of 41 branches in Thailand and 2 branches abroad.

In terms of single-dish meal brands. "Cutting Board" This Thai-style street food chain caters to consumers with fast-paced lifestyles, working professionals, and students. Currently, it has a network of 46 branches nationwide, with strategically located locations such as Suvarnabhumi Airport and Gaysorn Village, serving as key retail outlets to raise awareness among international tourists.

For 2026, the plan is to open 5 more branches, consisting of 4 branches in Thailand and 1 branch in Laos, bringing the total number of Khiang branches to 51. The company also unveiled a roadmap to elevate Thai fast food to three target countries: Laos, the Philippines, and Malaysia.

Mr. Siruwat said This business restructuring focuses on clearly defined target groups for each brand and reinforces the business image of meeting the needs of all consumer segments.

“These three brands have clearly defined target groups and reinforce the concept that customers can enjoy delicious Northeastern Thai restaurants under the Zen Group at any meal and for any occasion.”

Refreshing the image and expanding the franchise network of its three flagship brands in 2026 is therefore a key strategy for driving the performance of the group's Thai food businesses. It also serves as a way to diversify risk into international markets with higher purchasing power and new market opportunities, ensuring long-term portfolio stability.

Read all interesting business news here.