Shares of Plook Phak Pro Rak Mae Public Company Limited, or OKJ, climbed 11.18% to 3.78 baht at 10:57 a.m. on October 5, 2026, on trading value of 41.93 million baht, after Chief Executive Officer Chalakorn Ekachaiyapattanakul said the company is pressing ahead with a major revamp of its restaurant business under the Ookajuu brand, its biggest in 13 years since opening its first branch in Chiang Mai province in 2013. The revamp began across all branches nationwide on October 5, 2026, under the concept Same Roots New Moves, spanning new menu items and smaller portion sizes, side dishes and add-ons, upgraded service and in-store experience, and an all-inclusive pricing structure that includes value-added tax and carries no service charge. On targets, the company aims to lift repeat-visit rates and customer lifetime value, and is developing the OKJ TOGETHER membership system linking five brands in the group: Ookajuu, Oh Juus, Jo Wings, Ookajuu Wrap & Roll, and Grill & Ground, under the concept of one phone number equals one member. As of the end of September 2026, the OKJ group had more than 85 restaurants nationwide and expects to expand to more than 90 branches by the end of 2026. Membership in the system stands at more than 452,000, and the points accrual terms have been revised from 500 baht spent per one point to one point and one star for every 80 baht spent.
Pluk Phak Praw Rak Mae Public Company LimitedOKJ is revamping its Ookajuu restaurant menu, service, and membership program to lift repeat visits and customer lifetime value, plus expanding to over 90 branches by end-2026.
