Ms. Natthamon Pisarnkitvanich, CEO of B.N.N. Restaurant Group, operator of the Teenoi Suki chain, announced the official launch of the new brand “Nai Pran Pork BBQ.” The first branch opened at the Ontiwanon project in Nonthaburi with an investment of 25 million baht. There are plans to expand to Khon Kaen, Sakon Nakhon, Udon Thani, and Nakhon Pathom to total five branches by 2026.
Entering the pork BBQ market is part of the group’s strategy to expand its restaurant portfolio after success with the Teenoi Suki brand. They see an open market gap, although pork BBQ has long been a popular dish among Thais.
“The pork BBQ market is worth about 9 billion baht, while the suki market exceeds 30 billion baht. There remains significant room for growth despite pork BBQ’s widespread popularity because no major operator has seriously developed this market,” she said.
Nai Pran Pork BBQ’s unique selling point is not just being a typical pork BBQ restaurant but integrating Isan food culture as a key element, offering freshly prepared som tam and spicy salads, along with unlimited sticky rice, rice noodles, and steamed rice within the buffet.
The company also focused on developing a marinated pork recipe, which took over six months to perfect, aiming for a rich but balanced flavor while maintaining consistent quality across all branches.
“We want to elevate traditional Thai food to be accessible, standardized, and consistently high quality—similar to global chain restaurants where customers can expect the same taste at every location.”
Nai Pran Pork BBQ operates from 11:30 a.m. until 5 a.m. the next day, following the successful model of Teenoi Suki, which targets late-night customers and consumers with nonstandard lifestyles.
Regarding competition, the company acknowledges local pork BBQ shops have their own strengths, such as diverse menus and unique atmospheres, but believes Nai Pran Pork BBQ’s advantages lie in service standards, cleanliness, and consistent food quality.
Currently, B.N.N. Restaurant Group operates several brands: Teenoi Suki with 116 branches, Teenoi Suki Plus with 17 branches, Teenoi BBQ with 10 branches, and Teenoi Gold with 2 branches.
The Teenoi BBQ brand targets a different market than Nai Pran Pork BBQ, focusing on Korean-style grilled dishes at a higher price point of 362 baht net per person, mainly in Bangkok, while Nai Pran Pork BBQ is priced at 299 baht net per person to reach a broader customer base.
On the economic front, Ms. Natthamon admitted that consumer purchasing power still faces pressure from living costs and economic uncertainty. The company clearly felt an impact after the 'Khon La Khrueng' (Half-Half) program ended, with about a 10% drop in customers.
Regarding the upcoming government “Thai Help Thai Plus” project, the company expects initial temporary changes in consumer spending behavior similar to previous government program transitions. They plan to use this period to renovate three Teenoi Suki branches that have operated for over six years to enhance customer experience and prepare for a recovery in purchasing power.
Overall, the company views the Thai Help Thai Plus program as a positive economic factor, particularly for stimulating household spending and providing liquidity to small businesses and SMEs, which still need government support amid a fragile economic situation.
“Economic stimulus measures clearly affect people’s purchasing power. We saw this after the Khon La Khrueng program ended. Therefore, if Thai Help Thai Plus proceeds as planned, it will be an important force to boost spending and revitalize the economy in the second half of the year,” Ms. Natthamon said.