OKJ Jumps 26% on Strategic Restructure and Expansion Plans to Meet Consumer Behaviour

On Tuesday at 11:53 AM (Bangkok time), the share price of Pluk Phak Praw Rak Mae Public Company Limited (SET: OKJ ) jumped by 25.83% or THB 0.78 to THB 3.80, with a trading value of THB 68.43 million. Mr. Chalakon Eakchaipatanakul, Chief Executive Officer of OKJ, has revealed the outlook for the company’s performance in the second quarter of 2026, stating that losses are still expected, but the trend shows recovery compared to the previous quarter. This improvement is attributed to the company’s strategic operational adjustments. For the Ohkajhu brand, a new, smaller portion size has been introduced as an alternative for customers, which has received positive feedback and has encouraged repeat purchases. There are also plans to restructure the menu towards an ‘Everyday Meal’ concept, addressing both portion sizes and pricing to increase visit frequency, and to implement the ‘One Membership’ system for customers. Additionally, as the quarter coincides with festival periods and the tourism season, the company is preparing to launch new products, expand branches continuously, and manage costs effectively. There are also plans to introduce a new brand at the beginning of June. OKJ will open one new Ohkajhu location in 3Q26, two new Oh! Juice locations between Q2 and Q3, and for the Joe’s Wings brand, four new branches are planned for 2Q26, five new branches in 3Q26, and another two to three branches in 4Q26. The company is focusing on prudent expansion and selecting locations with high potential. Meanwhile, major projects in the southern region have been postponed to allow for a reassessment of the tourism situation and ongoing conflicts. The company is also set to launch a new brand, Grill & Ground, a steak and salad bar, featuring a smaller format and more affordable price point, with an average bill of approximately THB 250-300 compared to Ohkajhu’s average bill of about THB 500. This is intended to attract general consumers, families, and younger demographics. Five Grill & Ground branches will be opened this year; some will be conversions of existing Ohkajhu locations that are scheduled for renovation and are already served adequately by current Ohkajhu outlets, thereby optimizing space utilization. For the Oh! Juice brand, despite a year-on-year decrease in sales due to intense competition, has seen a recovery quarter-on-quarter. The main strategy moving forward is to boost purchase frequency through new menu offerings and more accessible pricing. Moreover, Joe’s Wings currently operates seven branches, with plans to expand to between sixteen and twenty branches this year, introducing new flavors and implementing a membership system to support growth. The ongoing conflict in the Middle East has impacted OKJ in terms of transportation costs and the import prices of certain products. However, the company is prepared with substitute products and has not passed increased costs on to consumers. Current costs remain within manageable levels, according to Mr. Chalakon.