Ohkajhu (OKJ), has announced its most comprehensive strategic overhaul in 13 years under the banner “Same Roots, New Moves.” Rolling out simultaneously across all nationwide branches on October 5, 2026, the revamp introduces redesigned portion sizes, all-inclusive pricing, enhanced dining formats, and an integrated group loyalty ecosystem designed to meet the demands of modern everyday lifestyles.
The strategic shift directly addresses evolving dining habits across Thailand’s restaurant industry—a market that expanded 4.8% to exceed THB 572 billion in 2025. According to Chalakorn Eakchaipatanakul, CEO of OKJ Group, customer data showed a strong demand for everyday flexibility. Historically recognized for substantial organic salad platters meant for group sharing, Ohkajhu has restructured its menu to cater equally to solo diners and families, ensuring nutritious eating integrates seamlessly into regular daily routines.
The brand’s transformation rests on four core pillars:
- More Ways to Choose: Introducing smaller portions, customizable side dishes, and flexible price points suitable for individual meals.
- New Reasons to Return: Upgraded guest journeys, refined steak selections, and elevated dining ambiance for celebratory visits.
- A Smoother Experience: Transitioning to fully transparent, all-inclusive pricing (VAT included, no service charge) alongside faster ordering protocols.
- The Roots We Keep: Maintaining 100% adherence to chemical-free, farm-to-table vertical integration sourced directly from its certified organic farms in Chiang Mai.
To increase Customer Lifetime Value (CLV) and drive visit frequency, OKJ Group also unified its multi-brand ecosystem under “OKJ TOGETHER — ONE MEMBERSHIP. ALL OUR BRANDS.” The single-account framework (“1 Number = 1 Member”) connects more than 85 locations across five distinct brands: Ohkajhu, Oh! Juice, JOE WINGS, Ohkajhu Wrap & Roll, and Grill & Ground, with group expansion targeted to exceed 90 branches by the end of 2026.
Under the restructured program, the company’s 452,000 active members earn rewards six times faster. The spending threshold has been lowered from THB 500 down to THB 80 per 1 point and 1 star, significantly lowering redemption barriers and accelerating cross-brand patronage across the portfolio.
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