OKJ Public Company Limited, known as Pluk Phak Because I Love Mom, the owner of the healthy restaurant brand Ohkajhu, has announced the most significant business transformation in its 13-year history since opening its first branch in Chiang Mai province in 2013. The overhaul covers menu structure, portion sizes, prices, and an entirely new in-store experience. Consumers will experience the new format simultaneously at all branches nationwide starting October 5. Chief Executive Officer Chalakorn Ekachaipattanakul said the changes respond to shifting customer voices regarding value, variety, and flexibility, with new menu items and small-size options added, along with all-inclusive pricing that includes VAT and no service charge. The revamp comes as Thailand's restaurant market is valued at more than 572 billion baht in 2025, growing 4.8% from the previous year, according to data from the Department of Business Development, Ministry of Commerce. Meanwhile, OKJ Group has also launched the OKJ TOGETHER membership system linking five brands under the group: Ohkajhu, Oh Juice, Jo Wings, Ohkajhu Wrap & Roll, and Grill & Ground, which together have more than 85 branches nationwide as of September 2026, with expectations of surpassing 90 branches across all brands by the end of this year. OKJ currently has more than 452,000 members in total and has revised its point-accumulation terms to be six times more rewarding and faster, requiring spending of just 80 baht to immediately receive 1 point and 1 star, compared with the previous requirement of 500 baht per point.
Pluk Phak Praw Rak Mae Public Company LimitedNew OKJ TOGETHER membership linking five brands with 452,000 members and six-times-faster point accumulation aims to drive customer visits and spending.
