Shares of OKJ, the operator of the restaurant chain "Plook Phak Phro Rak Mae," jumped 15.88% to close at 3.94 baht, with trading value exceeding 167.31 million baht, compared with some days when turnover was less than 1 million baht. The surge followed the company's announcement of its most significant business transformation in 13 years, revamping its menu structure, portion sizes, prices, and in-store experience, to be rolled out simultaneously across all branches nationwide starting 5 October 2026. Chief Executive Officer Chalakorn Ekachaiyapattanakul said the overhaul is a response to changing consumer behavior, with prices set on an all-inclusive basis that includes VAT and no service charge, along with the addition of smaller size options and new menu items. Meanwhile, the Stock Exchange of Thailand announced that OKJ has been placed under Level 1 trading supervision measures, prohibiting the calculation of trading credit limits and requiring cash balance, from 6 October 2026 to 26 October 2026, after sharp changes in price and trading volume. The company stated that there have been no material developments or undisclosed information and that it does not know the cause of the change in price and trading volume.
Pluk Phak Praw Rak Mae Public Company LimitedOKJ revamps menu structure, portion sizes and prices (all-inclusive, no service charge, smaller size options) across all branches from 5 Oct 2026.
