ZEN, a leading Japanese restaurant in Thailand, unveils three new strategies with focus on quality while rolling out a new menu offering diverse and delicious options at good value prices to satisfy different customer needs. More recently, the restaurant has launched a new marketing campaign entitled “Live Quality” to emphasize its position as a leader in authentic Japanese food in Thailand and the brand philosophy through a viral video, with over 6 million views so far, targeting a new generation of consumers in the digital age.
Mr. Thunyachate Ekvetchavit, Chief Commercial Officer of Brands Group, ZEN Corporation Group, said: “Amid the highly competitive Japanese food market, ZEN never stops and place importance on driving the brand forward through our philosophy of “quality”. So we have come up with three business strategies, including 1. Product leadership through diverse product range and great value for money, 2. Purpose-driven branding through digital marketing, and 3. Staff’s potential development. At ZEN, we use only the freshest, highest-quality ingredients in all of our dishes with delicate preparation and keep developing our menu to meet the demands of customers and to emphasize our position as a pioneering, market-leading brand in Japanese restaurant in Thailand.”
ZEN has also changed its menu under the concept “Delicious, Diverse, Value for Money” featuring more than 200 menu items skilfully created by Japanese Master Chef Haruaki Matsuoka from Tsuji Culinary Institute, Japan's most prestigious culinary institute specializing in authentic Japanese cuisine to satisfy its customers’ needs for authenticity and a diverse menu. The menu items are well-categorized to guide customers to easier decisions. A line-up of more than 60 great value set menu options are also available, with prices starting at 180 baht.
In the meantime, purpose-driven branding through digital marketing has been adopted to convey the story and philosophy of ZEN which believes that time spent with your loved ones at a dining table is quality time. ZEN’s latest marketing campaign “LIVE QUALITY” featuring a viral video titled “Missing Table” aims to encourage customers to spend quality time with each other as well as creating a new brand platform and strengthening the brand in order to win the hearts of customers. The video has received overwhelmingly positive feedback, with more than 6 million views so far.
“The most important thing is that ZEN believes in individual quality and quality improvement from the inside out. We have strengthened the group’s restaurant organisation structure and implemented a series of employee development initiatives including education programs, on-going trainings, and promotion of work-life balance. We believe that quality employees will deliver excellent quality experience to customers. We also strive to promote the mutual sense of commitment to quality and a sense of unity among employees. Our quality philosophy also determines the way we implement CSR initiatives to give back to the society,” Mr. Thunyachate concluded.
