Mika ramping up new aggressive ad campaign

The move is a first for the company after running the dine-in, catering and takeaway business for eight years.

Ten per cent of its estimated annual revenue, which it declined to disclose, will be used for marketing and advertising. Promotional campaigns will be beefed up by joining with credit-card issuers.

A budget of Bt50 million has been earmarked to renovate all six of its restaurants in the same Japanese style, with earth tones and a common logo. Already, Bt10 million has been spent to remake one of the branches.

The move is meant to keep customers coming amid the current economic sluggishness and steadily rising inflation.

Chairman Waraporn Shibata yesterday said the chain had seen customer spending and visitor frequency fall off, while costs have surged 30 per cent, forcing it to raise the price of the buffets in three of its branches from Bt389 to Bt489.

Revenues were flat last year, but this year's effort is expected to increase sales 15 per cent, she added.