In a rapidly changing restaurant market, where consumer behavior has shifted dramatically, MAGURO Group is stepping up its game to retain its status as a favorite dining destination. With the emergence of various promotional strategies such as aggressive discounts and special offers, the company is instead focused on innovation. In 2024, MAGURO Group introduced over 100 new menu items aimed at luring customers back to their restaurants while ensuring that each visit offers something new and exciting. This strategy has allowed them to maintain a loyal customer base of over 100,000 and achieve impressive annual sales of 700 million baht from repeat customers.
The group's approach includes continual diversification of their offerings, enhancing their popular categories with innovative additions. For instance, the introduction of the Serie Andaman catered to sashimi lovers, thereby improving the seafood variety fans can enjoy at their establishments. Additionally, they expanded their noodle selection, adding Udon and Soba dishes that cater to customers' cravings for noodle meals. Hitori, another MAGURO brand, features a specialty dish of Furano beef in a new soup base. Ssamthing Together is also broadening its menu, making it more diverse with various pork and beef combinations and highlighting dishes like marinated salmon.
These efforts yield substantial results as loyal patrons frequently return every month—sometimes two to three times a month—indicating the crucial need to maintain a robust menu variety. This year, MAGURO Group is doubling down on this approach, launching over 20 new dishes in the first quarter alone. Customers can expect to see these exciting additions across the group's 39 locations, tantalizing their taste buds with premium ingredients and a unique culinary touch.
Among the latest offerings is the “Edomakase” experience, a unique blend of traditional Edo-mae sushi that emphasizes seasonal Japanese ingredients. Prices are appealing, starting from just 190 baht, making high-quality sushi accessible to a broader audience. The “Edomakase Sushi Set,” which includes 16 pieces for under 1,000 baht, provides a delightful introduction to the brand’s expertise. For sea urchin lovers, the “Fresh UNI Sushi,” featuring Bafun and Murasaki varieties, is available at an enticing rate starting from just 180 baht per piece.
HITORI, another MAGURO brand known for its shabu and sukiyaki offerings, is elevating its product range with the “Seafood Lovers Set”, highlighting premium seafood options such as lobster and deep-sea fish perfectly curated for the shabu experience. This establishment also launched a new “Authentic Japanese Sukiyaki Set” that features interaction with chefs preparing the meal in front of diners, providing authenticity to the dining process. This set is priced starting from 590 baht, appealing to sushi and shabu enthusiasts alike.
Meanwhile, Ssamthing Together has captured the hearts of premium barbecue fans with its convenient “Bag Full of Flavors” campaign, offering easy-to-cook meal sets. Designed for quick and flavorful cooking, these sets come with marinated pork, shrimp, or chicken, all prepared in an authentic Korean style yet minimizing smoke and smell in diners’ homes. A standout item is the “Pork Samgyupsal,” offered at 319 baht that comes with rice, seaweed soup, side dishes, and kimbap. Another highlight is the easy-to-eat “Grilled Clams with Sauce”, priced at just 259 baht, or the complete tempura set for those craving something crispy, available for 499 baht.
As 2024 unfolds, MAGURO Group celebrates a significant milestone with total revenues reaching 1.378 billion baht, marking a remarkable 32% growth. Approximately 817 million baht, or 60% of this revenue, is generated by loyal customers who frequent their restaurants, while repeat patrons contribute about 400 million baht. This growth reflects effective implementation of new menu strategies, expansion into fresh markets, and the unique branding of each restaurant. MAGURO Group is not only solidifying its existing customer base but also expanding its market presence effectively.
Moving forward into 2025, MAGURO Group is poised for further growth, preparing to unveil new brands such as “TONKATSU AOKI” and “CouCou” that will introduce exciting menus and enrich the dining landscape.
Overall, MAGURO Group's dynamic strategies affirm its commitment to enhance consumer experience through rich culinary experiences and continuous engagement with loyal customers. The restaurant operator’s focus on menu innovation, premium ingredients, and creating uniquely enjoyable dining experiences positions it well within the competitive restaurant landscape.
