Top ramen eateries target Thais

The company aims at becoming the Kingdom's leading ramen chain.

Ramen is a Japanese dish of noodles served in broth, and the new restaurant marks the start of what is expected to be a rapid upsurge in local Japanese-food outlets.

"I believe there are at least 30 or 40 Japanese restaurants planning to enter the Thai market next year. At the moment, there are only four Japanese brands. The market will be so much bigger, and as a first mover we should benefit," said managing director Krish Sivakriskul.

He said newcomers would include both Thai and Japanese business people who saw the opportunity offered by Thai consumers' growing appreciation of Japanese food.

The Kasikorn Research Centre said the Japanese-food market in Thailand was valued at Bt6 billion last year. However, the research did not quantify the value of the ramen market alone.

"Some Japanese-food segments, such as sushi, are already mature. But this is not so for ramen. I expect this segment to grow 30 per cent annually," Krish said.

Although there will be a lot of new players in the market next year, Bankara Ramen should do well in Bangkok as a first mover with time to establish various menus and brand strength. Then, if newcomers boost the value of the market, Bankara Ramen will have nothing to worry about, he said.

Krish said Siam Wind-Thara bought the Bankara Ramen franchise from Hanaken, the company operating the restaurants in Japan. The franchise period is three years, with extensions decided by the franchiser. The first Bankara Ramen restaurant will be in Sukhumvit Soi 39, where many Japanese live. Establishing the restaurant has cost Bt15 million.

Siam Wind-Thara plans to increase its number of restaurants to 15 within five years. The next one is expected to be located in a shopping centre like Siam Paragon or The Emporium. Target customers are people with monthly salaries above Bt15,000.

"Bankara Ramen is positioned as a premium Japanese restaurant," Krish said. "We expect the first branch to generate revenue of Bt20 million this year, rising to Bt80 million next year."

Bankara Ramen restaurant will have its grand opening on Sunday, opening to the public on Monday.