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An emerging south-east Asian brand: MK Restaurants

Author

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  • Itthiopassagul, Pannapachr
  • Patterson, Paul G.
  • Piyathasanan, Bhuminan

Abstract

This case study examines in detail the factors responsible for the emergence of a highly successful South-east Asian brand – MK Restaurants. MK restaurants is a privately owned company that has grown from humble beginnings to a chain of over 250 restaurants in Thailand and tasted success in expanding into Europe and Japan. Our analysis suggest that MK Restaurants has built the brand from through living a set of brand values, astute positioning that appeals to a wide demographic and the global trend towards healthier eating, and a marketing communications budget that exceeds McDonalds and KFC in Thailand. Furthermore, brand extensions, a genuine customer centric philosophy that is practiced at all levels in the firm, an adherence to the service-profit-chain concept (i.e., happy staff are more likely to deliver better service quality, which in turn drives customer loyalty and repeat patronage), and a state of the art logistic and supply chain system have all driven brand success. Key lessons for other service brands are drawn and explicated in the paper’s final section.

Suggested Citation

  • Itthiopassagul, Pannapachr & Patterson, Paul G. & Piyathasanan, Bhuminan, 2009. "An emerging south-east Asian brand: MK Restaurants," Australasian marketing journal, Elsevier, vol. 17(3), pages 175-181.
    • Handle: RePEc:eee:aumajo:v:17:y:2009:i:3:p:175-181
    DOI: 10.1016/j.ausmj.2009.05.012
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    Cited by:

    1. Zarei, Mohammad & Supphellen, Magne & Bagozzi, Richard P., 2022. "Servant leadership in marketing: A critical review and a model of creativity-effects," Journal of Business Research, Elsevier, vol. 153(C), pages 172-184.

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