OKJ shares jumped 11.76% to 3.80 baht, up 0.40 baht, on trading value of 38.21 million baht, after the company announced its largest business transformation in 13 years, since opening its first branch in Chiang Mai province in 2013. Chalakorn Ekchaipattanakul, Chief Executive Officer of Plook Phak Pro Rak Mae Public Company Limited, said the overhaul covers menu structure, portion sizes, pricing and the in-store experience, in response to consumer behaviour that increasingly emphasises value and variety. Customers will experience the new format simultaneously at every branch nationwide from 5 October 2026 onwards. Pricing will be all-inclusive, covering VAT with no service charge, alongside more small-size options and additional side dishes. This comes as the Thai restaurant market was 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 also launched its OKJ TOGETHER-ONE MEMBERSHIP. ALL OUR BRANDS system, linking all five brands in the group: Ohkajhu, Oh Juice, Jo Wings, Ohkajhu Wrap & Roll, and Grill & Ground, which together have more than 85 branches nationwide as of the end of September 2026 and are expected to exceed 90 branches by the end of this year. OKJ currently has more than 452,000 members in total, and has revised its points-accumulation terms to be six times more rewarding and faster, from the previous requirement of 500 baht spent per one point to spending just 80 baht to receive one point plus one star immediately.
Pluk Phak Praw Rak Mae Public Company LimitedLaunches OKJ TOGETHER-ONE MEMBERSHIP linking all five brands with over 452,000 members and points six times more rewarding to drive customer visits and loyalty.
