An emerging south-east Asian brand: MK Restaurants

Pannapachr Itthiopassagul, Paul G. Patterson and Bhuminan Piyathasanan

Australasian marketing journal, 2009, vol. 17, issue 3, 175-181

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.

Keywords: Service brands; Asia; Service quality; Service leadership (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:17:y:2009:i:3:p:175-181

DOI: 10.1016/j.ausmj.2009.05.012

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