BANGKOK — Thai–Isan restaurant chain Nittaya Kai Yang Group Co. Ltd. aims to surpass 1 billion baht (US$30.8 million) in annual revenue by 2025, marking its 25th anniversary with a new campaign celebrating its growth from a single family restaurant into one of Thailand’s most recognized comfort-food brands.
The company announced its “25 Years Nittaya Kai Yang — You Are My Comfort Zone” campaign, featuring a special promotion of 25 signature dishes for 25 baht each, while reaffirming its brand positioning as “Thai–Isan Comfort Food for Everyone.”
Founded by Raweewan Laksanavisit, Nittaya Kai Yang has grown steadily over the past four years, with sales rising 56.9% from 628 million baht ($19 million) in 2021 to 986 million baht ($30.3 million) in 2024. The chain now operates 31 branches across Bangkok and nearby provinces.
Executive Director Padech Kantajinda said the brand’s success stems from four long-term strategies: maintaining authentic yet approachable Thai–Isan flavors, ensuring ingredient quality, fostering a family-oriented workplace culture, and choosing community-centered branch locations.
“Fresh, clean ingredients prepared with care — that’s been our guiding principle since day one,” Raweewan said. “Our food is flavorful but not overpowering, so everyone, from children to seniors, can enjoy it together.”
To maintain consistency, the company relies on a central kitchen system that standardizes recipes and food preparation across all outlets. Ingredients are sourced directly from local farmers and small-scale fisheries, supporting sustainable livelihoods while ensuring premium quality.
The brand’s most popular dishes include Papaya Salad with Salted Egg, Signature Grilled Chicken, and Tom Yong Kai Yang (Grilled Chicken Soup).
As part of its anniversary celebration, Nittaya Kai Yang is launching the #NittayaKaiYangComfortZone Challenge, inviting customers to express affection for loved ones through their favorite “comfort dishes” for a chance to win dining vouchers.
“This campaign is not just about looking back at our achievements,” said Padech. “It’s about laying the foundation for the next 25 years — expanding both domestically and internationally while keeping the same comfort and warmth that define Nittaya Kai Yang.”
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