COMPETITIVE LANDSCAPE
Leader MK Restaurant Group PCL faces growing competitive pressure
MK Restaurant Group PCL remained the leading company in Thailand’s fullservice restaurant landscape in 2025, supported by its extensive outlet network, which has allowed the group to maintain high accessibility across both urban and regional locations. However, MK Group’s flagship MK brand has faced growing competitive pressure in recent years as the Asian full-service restaurant channel, in which it operates, becomes increasingly crowded.
Iberry Group drives growth through ThongSmith expansion
Iberry Group was the most dynamic player in Thailand’s full-service restaurant landscape in 2025, driven by the rapid expansion of its ThongSmith brand. Positioned as a premium yet accessible dining concept, ThongSmith offers high-quality, authentic Thai cuisine at price points suited to casual, social occasions such as weekend gatherings.
Affordable independents dominate sales while upscale chains capture special occasions
Independent operators accounted for the majority of foodservice value sales across full-service restaurants in 2025, supported by their competitive pricing, which allows them to sustain frequent dining occasions, even as consumers remain mindful of household budgets.
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Overview:
Understand the latest market trends and future growth opportunities for the Full-Service Restaurants industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Full-Service Restaurants industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Full-Service Restaurants in Thailand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Full-Service Restaurants in Thailand?
- Which are the leading brands in Full-Service Restaurants in Thailand?
- How are multinational and local operators competing and expanding in Thailand?
- How are consumer lifestyle trends and eating habits shaping Full-Service Restaurants in Thailand?
- How is the Full-Service Restaurants industry adapting to a post-COVID-19 market environment? Where are the opportunities amidst the challenges?
- How significant are health considerations in shaping the future of Full-Service Restaurants in Thailand? Which of these trends hold the greatest potential demand?
- Where is future growth expected to be most dynamic?
Full-Service Restaurants in Thailand - Category analysis
KEY DATA FINDINGS
Polarised dining behaviour impacts customer traffic, amid focus on experience-led value
Subdued performance as consumers limit visits to weekends and special occasions
Asian full-service restaurants lead growth
Eat-in remains primary fulfilment mode for full-service restaurants
Polarisation will intensify with growth in both value and premium full-service dining
Experience-led engagement will be key to sustaining eat-in demand
Leader MK Restaurant Group PCL faces growing competitive pressure
Iberry Group drives growth through ThongSmith expansion
Affordable independents dominate sales while upscale chains capture special occasions
Consumer Foodservice in Thailand - Industry Overview
Consumers prioritise value, experience-led dining and delivery
KEY DATA FINDINGS
Value-for-money formats gain ground as Thai consumers navigate budget pressures
Eat-in remains dominant fulfilment mode while delivery gains popularity
Experiential dining becomes increasingly important
Polarisation will persist amid continued expenditure constraints
Localisation will emerge as key focus
Sustainability will remain a secondary consideration
CP All PCL leads through 7-Eleven network
Lawson 108 and Mixue record strong performance through affordable high-frequency consumption
Operators focus on format efficiency and engagement-led innovation to drive growth
Independent outlets maintain lead amid growing pressure from chains
Innovation remains key differentiator
DISCLAIMER
The following categories and subcategories are included:
Full-Service Restaurants
- Chained Full-Service Restaurants
- Independent Full-Service Restaurants
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- Chained Asian Full-Service Restaurants
- Independent Asian Full-Service Restaurants
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- Chained European Full-Service Restaurants
- Independent European Full-Service Restaurants
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- Chained Latin American Full-Service Restaurants
- Independent Latin American Full-Service Restaurants
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- Chained Middle Eastern Full-Service Restaurants
- Independent Middle Eastern Full-Service Restaurants
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- Chained North American Full-Service Restaurants
- Independent North American Full-Service Restaurants
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- Chained Pizza Full-Service Restaurants
- Independent Pizza Full-Service Restaurants
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- Chained Other Full-Service Restaurants
- Independent Other Full-Service Restaurants
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Full-Service Restaurants
FSR (full-service restaurants) encompasses all sit-down establishments where the focus is on food rather than on drink. FSR is characterized by table service and a relatively higher quality of food compared to quick-service units. Menus offer multiple selections and may include breakfast, lunch and dinner. Preparation of food products is often complex and involves multiple steps. NOTE: restaurants types catalogued in this segment refer to table-service only (outlets with a proper “full table service:” wait staff attending customers and taking orders at the tables). Outlets with “limited table service” are excluded from FSR. For example: outlets where customers order their food at the counter are excluded (even though the waiter will then bring the food at the table).
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Full-Service Restaurants research and analysis database.
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