Thailand’s leading healthy dining brand refreshes its menus, pricing and experience to make everyday healthy eating more accessible and relevant
Ohkajhu, the Thai healthy dining brand under Pluk Phak Puea Rak Mae Public Company Limited (OKJ), is marking a new chapter with its most significant transformation in 13 years. Under the concept “Same Roots, New Moves,” the brand is reimagining its menus, portion sizes, pricing and restaurant experience to reflect changing consumer lifestyles while staying true to its farm-to-table roots.
The new experience launches simultaneously across Ohkajhu restaurants nationwide from 5 October, following years of gathering customer feedback and studying evolving dining behaviour.
Once best known for generous organic salad plates designed for sharing, Ohkajhu is expanding its proposition to suit a wider range of occasions – from solo meals and casual dining to family gatherings and social occasions. Greater choice, more flexible portions and clearer pricing are designed to make healthy dining easier to enjoy as part of everyday life.
“Over the years, we have grown alongside our customers. As their lifestyles and behaviours change, we are ready to evolve with them,” said Chalakorn “Au” Ekkachaipattanakul, Chief Executive Officer of Pluk Phak Puea Rak Mae Public Company Limited. “This is not simply about launching new menu items. It is about listening to what customers want and turning that feedback into meaningful changes across menus, portions, pricing and the overall experience.”
Four New Moves, One Consistent DNA
The revamp centres on four key changes.
More Ways to Choose introduces new menu options, smaller portions and a broader selection of side dishes and add-ons, giving customers greater flexibility depending on how and when they dine.
New Reasons to Return focuses on the customer journey, including a refreshed steak offering and enhanced touches designed to make visits more memorable, particularly for special occasions.
A Smoother Experience simplifies pricing through an all-inclusive model with VAT included and no service charge, ensuring customers know exactly what they will pay. Ordering and service processes have also been streamlined for greater convenience.
At the same time, The Roots We Keep reinforces the elements that have defined Ohkajhu from the beginning: fresh, high-quality ingredients sourced through the company’s organic farms in Chiang Mai. Its vertically integrated supply chain delivers produce directly from farm to restaurant under the brand’s Farm-to-Table philosophy, supported by quality control and traceability.
The strategy comes as health and wellbeing become increasingly integrated into everyday consumer choices. Thailand’s restaurant market was valued at more than THB 572 billion in 2025, according to the Department of Business Development, Ministry of Commerce, growing 4.8% year on year.
For Ohkajhu, the Big Revamp is ultimately about building a stronger relationship with customers rather than simply creating excitement around new dishes. By combining greater choice, accessible pricing and a more seamless dining experience, the brand aims to increase repeat visits and become a regular part of consumers’ weekly routines.
One Membership Across the OKJ Family
The transformation is also supported by “OKJ TOGETHER — ONE MEMBERSHIP. ALL OUR BRANDS.”, bringing the group’s five brands – Ohkajhu, Oh Juice, Jo Wings, Ohkajhu Wrap & Roll, and Grill & Ground – under one membership platform.
With more than 85 locations nationwide as of September 2026, the group expects its network to exceed 90 locations by year-end. The unified programme currently serves more than 452,000 members, with a new rewards structure allowing members to earn one point and one star for every THB 80 spent, compared with THB 500 previously.
“The best changes are those that make the relationship between us and our customers stronger,” said Chalakorn. “Ohkajhu has grown together with our customers, and we will continue to listen, evolve and grow alongside them every day.”
