Yayoi, a prominent Japanese restaurant chain with a history of more than 138years and famed for its Teishoku set menus, is celebrating its 18th anniversary in Thailand with a major revamp of its brand through a “Japanese food intimacy” strategy to deepen the dining experience for all its customers.
The revamp has kicked off with the launch of a new logo for the restaurant chain with the letter Y in its name created by combining an iconic Japanese brushstroke with a contemporary font. Inspired by Japanese pop culture, the new logo continues using the chain’s iconic pink color but with a touch of yellow to convey freshness and fun. Another twist on the logo is a symbol that represents Yayoi’s famous Teishoku set menus with the dot on the letter “i”.
In addition, Yayoi is introducing two signature menus: the “Yayoi Teishoku Buta Yakiniku” and “Yayoi Teishoku Salmon Hanamaki”. Both menus have been created by Japanese expert chefs offering great tastes at an affordable price while emphasizing Yayoi’s dominance as the “King of Teishoku”.
“Back on March 1 in 2006, which was 18 years ago, we brought the Yayoi franchise from Japan and opened our first branch in Thailand, introducing Thai consumers to ‘Teishoku’, a classic Japanese set meal which Yayoi Japan has served for more than 138 years — since 1886 during the Meiji era,” said Rit Thirakomen, Chairman of the Board of Directors and Chief Executive Officer of MK Restaurant Group Public Company Limited, which operates Yayoi in Thailand.
“The advantage of this meal seat is that it provides proper nutritional value for the whole body through a balanced arrangement of each food component, including Japanese rice, a main dish such as meat, a side dish such as vegetables, a soup, and other side dishes, all served together on the same tray. We have built upon this idea by adding creativity and modern innovations in the tradition of Japanese kitchens,” Rit explained.
“Combined with how we respond to the different needs of Thai consumers, we make it easier and more convenient for them to access Japanese food at our restaurants. As a result, Yayoi has become one of the most popular restaurant chains in Thailand for local diners, regardless of their gender or age. They can choose to dine with at any time of the day. When most local foodies think of one Japanese restaurant that encapsulates the essence of Japanese cuisine with high quality and delicious meals at reasonable prices, they immediately think of Yayoi.”
To celebrate its 18th anniversary in Thailand, Yayoi would like to thank all its customers at its more than 200 branches nationwide, Rit added.
Currently, Yayoi has more than 360 branches in Japan and is expanding to other countries around the world, including Singapore, Malaysia, Philippines, Taiwan, Australia, and the United States. In order to capitalize on its success as a leader on the highly competitive Japanese restaurant market, this year Yayoi would like to invite all customers to come and experience an even more impressive dining experience at all branches. Yayoi would also like to invite them to follow up on all marketing activities and special promotions that will be released continuously.
Yayoi prides itself on three important core values:
- The best selection of Teishoku set menu that has been people’s favourite.
- The authenticity of Japanese deliciousness in its original taste.
- The innovative variety of more than 160 menu items that customers love.
Yayoi will continue to offer popular favorites as well as signature dishes meticulously cooked from high-quality imported ingredients by expert chefs from Japan, including “Yayoi Teishoku Buta Yakiniku,” tender grilled bite-sized pork pieces with special yakiniku sauce served in a hot pan with Japanese rice and full side dishes;
“Yayoi Teishoku Salmon Hanamaki,” a set with a large piece of delicious salmon grilled on a hot plate topped with juicy secret sauce and served with premium side dishes. There are also iconic best-selling menus such as “Roasted Pork on Hot Plate,” “Yayoi Ramen Champion” and many other new dishes in every category, including Double Buta Cheesy Katsu, Lava Spicy Salmon Roll, Yuzu Reimen, Fusion Menus, Ebi Tempura Tomyum Ramen and many more. They are all available at Yayoi’s more than 200 branches nationwide from March 1, 2024.
“Since the brand was first established in Japan 138 years ago, Yayoi has never stopped innovating and introducing new menus while keeping traditions alive in order to respond to consumers’ changing expectations, preferences and culinary needs. Every set menu we serve has been developed based on the expertise of both Japanese and Thai chefs to please all Thai customers who love Japanese food and want to have the same experience as customers in Japan. We hope to see Yayoi become even more of a cherished brand for all our customers,” Ritsaid.
