Pluk Phak Praw Rak Mae Public Company Limited

Pluk Phak Praw Rak Mae Public Company Limited, known as OKJ, the owner of the healthy restaurant brand Ohkajhu, has announced a major business transformation, or Big Revamp, restructuring its menus, portion sizes, pricing, and in-store experience on the largest scale in 13 years, since opening its first branch in Chiang Mai province in 2013. Consumers will experience the new format simultaneously at every branch nationwide starting October 5. The overhaul covers four areas: adding new menu items and smaller size options along with more Side Dish and Add-on choices; upgrading service and the Customer Journey; moving to All-Inclusive pricing that includes VAT with no service charge; and maintaining the quality of ingredients from organic farms in Chiang Mai province under the Farm-to-Table concept. Chief Executive Officer Chalakorn Ekachaiyapattanakul said the changes reflect that customer voices truly matter to the company, amid a Thai restaurant market valued at more than 572 billion baht in 2025 and 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, and are expected to exceed 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 points accumulation terms to be six times more rewarding and faster, requiring spending of just 80 baht to immediately receive 1 point and 1 star, down from the previous requirement of 500 baht per 1 point.