OKJ Launches ‘Grill & Ground’ Steak and Salad Bar Brand targeting 5 Branches in 2026

Brickinfo News Agency – Pluk Phak Praw Rak Mae Public Company Limited (OKJ) has officially introduced its latest culinary brand, Grill & Ground, debuting a premium steak and salad bar concept at The Paseo Park Kanchanaphisek. The brand enters Thailand’s healthy food and salad bar market, which is currently valued at over THB 5.2 billion, with plans to expand to five branches within 2026 and generate an estimated THB 70–100 million in revenue this year.

The flagship location occupies approximately 500 square meters of dining space. The brand utilizes a net pricing structure inclusive of VAT and free from service charges, offering its standalone Harvest Salad Bar at THB 259 net. The standalone option includes over 150 items across savory dishes, desserts, and beverages. Premium steak options start at THB 299 and include access to the salad bar.

Mr. Chalakorn Eakchaipatanakul, Chief Executive Officer of OKJ, stated that the launch represents a reinvention of the conventional salad bar experience rather than just a business expansion. He explained that the goal is to create a vibrant, engaging dining experience where customers can enjoy premium quality at an accessible price point, describing the strategy as “Premium but Generous.” He added that the brand emphasizes transparent pricing throughout the day to reflect its dedication to value.

The Harvest Salad Bar is divided into seven stations, featuring an Organic Harvest Bar with farm-fresh vegetables, a Comfort Food Hot Station for soups and pasta, a Fresh Bake Corner, and a Beverage Bar. It also includes a Live Culture Yogurt Bar, a Roll & Toss live salad and Thai-style spicy salad station, and a Tokyo Sweet Bar & Dessert station.

OKJ plans to roll out the remaining four locations in the third and fourth quarters of 2026. The expansion strategy primarily involves renovating existing Okajhu branches that have operated for over five years and possess at least 300 square meters of space. Over the next three years, the company aims to expand the brand to 15–20 branches, depending on market response and location potential.

Ms. Benyapa Techamaneesathit, Chief Operating Officer of OKJ, added that the company intends for Grill & Ground to transform everyday meals into experiences that encourage repeat customer visits.