Ohkajhu Revamps Menu, Prices, Experience After 13 Years
Thai healthy‑food chain Ohkajhu announced its biggest revamp in 13 years, updating its menu, portion sizes, prices and overall dining experience under the theme “Same Roots, New Moves.” The changes, launching nationwide from October 5, 2026, aim to make the brand more accessible and suited to today’s consumers while preserving its farm‑to‑table roots. Ohkajhu says the overhaul reflects customer feedback and responds to shifting preferences for value, variety and flexibility.
Ohkajhu (Ohkajhu), Thailand's leading healthy food brand under OKJ (Plug Pak Phrak Rae Mae Public Company Limited), announced a major business transformation — its biggest revamp in 13 years — reshaping its menu, prices, and experience to encourage repeat visits under the banner “Same Roots, New Moves.” Listen, then change: preserve the original DNA while adding new choices so Ohkajhu becomes more accessible and relevant to modern life.
On October 5, 2026, Cholakorn “Oo” Ekachai Phattanakul, CEO of OKJ, disclosed that the company has overhauled its menu structure, portion sizes, pricing, and overall restaurant experience — the most extensive update since opening its first branch in Chiang Mai in 2013. After continuously collecting consumer behavior data and feedback, customers will be able to experience the new offering simultaneously at all outlets nationwide beginning that date.
Cholakorn said the overhaul responds to shifting consumer behavior that now values value for money, variety, and flexibility, catering to solo diners as well as family groups. Previously known for large organic‑salad plates meant for sharing, the brand now faces the challenge of adapting to “New Moves” to make Ohkajhu easier to access and better suited to everyday life.
He added, “We have grown alongside our customers. When their habits change, we are ready to change with them. This revamp is not just about launching new menu items; it reflects that our customers’ voices truly matter to us. We listen to what they want from us and then make it happen — whether it’s the menu, portion size, price, or experience. Thus, this Big Revamp preserves Ohkajhu’s DNA while adapting how we deliver value to best serve today’s consumers.”
Amid a Thai restaurant market worth over 572 billion baht in 2025 and growing 4.8% year‑on‑year, according to the Department of Business Development, Ministry of Commerce, Thai consumers are increasingly prioritizing health in their daily routines.
Ohkajhu will therefore pursue its “New Moves” while preserving its “Roots,” which remain central to its operations. This includes managing ingredients from farm to table through vertical integration — via the company’s organic farms in Chiang Mai that supply fresh, chemical‑free salad vegetables directly to outlets under a farm‑to‑table concept, backed by quality‑control and traceability systems to maintain ingredient standards for every meal.
‘Same Roots, New Moves’ translates the Voice of Customer into four business transformations for Ohkajhu:
01. More Ways to Choose – expanding variety with new menu items, additional size options, pricing, and selectable side dishes or add‑ons, suitable for solo meals, dining with friends, or any occasion.
02. New Reasons to Return – enhancing the customer journey by introducing new steak‑style dishes and enriching the ambience for special occasions to create memorable experiences each time guests come back.
03. A Smoother Experience – shifting to an all‑inclusive pricing model that includes VAT and removes service charges, so the price shown is the price paid, while streamlining ordering and service for greater speed.
04. The Roots We Keep
