MK Restaurant Group – Can a Market Leader Reinvent Itself in Thailand’s Buffet War?
Can MK restaurant group regain its leadership in the outside dining business by following a competitor’s low-cost strategy, or must it rediscover its entrepreneurial roots in service innovation to create a new path forward?
At a glance
Country
Thailand
Year Founded
1962
Total Branches
~ 700
Total Revenue
US$ 1.2 billion
(as of 2025)
Abstract
MK Restaurant Group built its leadership in Thailand’s restaurant industry through service innovation, operational excellence, and strong family-led management. This case study examines how MK has become a dominant market leader in hot pot restaurants while confronting a rapidly changing competitive environment driven by the emergence of low-cost buffet operators.
Using a problem-solving case study approach, the analysis evaluates MK’s organizational structure, succession planning, governance model, diversification strategy, and response to shifting consumer behavior. The case study further highlights how family control contributes both stability and potential rigidity during strategic transformation, while encouraging learners to discuss whether this governance system and its initiatives could support strategic transformation amid the future competitiveness of Thailand’s food industry.
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Disclaimers:
(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
(2) Regarding University Affiliation and Titles of Authors: The university affiliation and titles of author(s) seen in the case study is based on their affiliation and title during the time of publication. It may or may not represent the current status of said author(s).
