Oh Ka Jhu - Cultivating Success, Nourishing Goals in the National Market
Starting as a homie cafe in the Sansai District of Chiang Mai, how can the farm-to-table restaurant “Oh Ka Jhu” establish its brand recognition in the national market through distinctive operational and marketing strategies?
At a glance
Type of Business
Farm-to-table restaurant
Year Founded
2010
Number of Branches
27
(As of 2022)
Total Revenue
1,215 million Thai Baht (US$ 35 million)
(As of 2022)
Abstract
Oh Ka Jhu, a farm-to-table restaurant founded in 2010 in Chiang Mai, Thailand, has grown into a nationwide brand with 27 branches with an impressive annual revenue by 2022. This case study explores the restaurant’s commitment to sustainable agriculture, operational excellence, and branding strategies, such as its “28-hour” rule that ensures vegetables are served fresh within 28 hours of harvest and transitions farmers to organic practices to develop a reliable supply chain and community development.
Social media and word-of-mouth primarily drove Oh Ka Jhu’s rise as a dining destination. A partnership with PTT Oil and Retail Business also enabled ventures like drive-through outlets and grab-and-go services and supported future international expansion into neighboring countries. This case highlights Oh Ka Jhu’s strategic growth, which has positioned it as a leader in Thailand’s organic restaurant market, providing insights into sustainable business practices and customer-focused growth strategies.
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