MK Restaurant Group Public Company Limited, or M, has launched an MK monthly buffet subscription package starting at 1,495 baht and going up to 2,990 baht per month. Four packages are available, valid from August 1 to August 31, 2026. The main goal is to stimulate sales and add excitement to the market, after the company gathered customer behavior data from the 299-baht buffet promotion over a full year. It found that some customers dined as often as 188 times per year, and the promotion significantly boosted sales of supplementary menu items. On raw material costs, the company has locked in prices for imported beef and key ingredients through the end of 2026, while improving transport efficiency to mitigate the impact of fuel prices. Meanwhile, the company continues to expand its Bonussuki brand to 60 to 70 branches by the end of 2026, following a multi-brand strategy. Analysts at Finansia Syrus Securities Public Company Limited view this campaign as reflecting weak purchasing power and intensifying competition, which could lead to a price war. However, they expect competition will not be as fierce as last year because all brands still need to consider costs. They maintain their 2026 total revenue estimate at 17.7 billion baht, up 17.41 percent from the previous year, and net profit at 868 million baht, up 3.6 percent from the previous year, with a hold recommendation and a target price of 23.50 baht.
MK Restaurant Group Public Company LimitedNew monthly buffet subscription aims to boost sales, but analysts view it as reflecting weak purchasing power and intensifying competition.
Finansia X Public Company Limited