Oishi Group

{{Short description|Thai food-and-drink company}} {{Use DMY dates|date=August 2022}} {{Infobox company | name = Oishi Group Public Company Limited | logo = | logo_caption = | logo_upright =  | logo_alt = | type = | industry = | predecessor =  | founded = 2000 | founder = Tan Passakornnatee | defunct =  | fate = | successor =  | hq_location_city = | hq_location_country = Thailand | area_served =  | key_people = | products = | owner =  | num_employees = | num_employees_year =  | parent = | website =  }} '''Oishi Group Public Company Limited''' is a food-and-beverage corporate group based in Thailand. It operates chains of Japanese restaurants in Thailand, and produces ready-to-drink tea beverages, mainly under the brand '''Oishi Green Tea''', which are also exported to several international markets. The business was founded as '''Oishi Restaurant''' in 2000 by Tan Passakornnatee, and soon branched out to produce green tea drinks, quickly becoming the market leader in Thailand. The company was listed on the Stock Exchange of Thailand as Oishi Group in 2004, and was acquired by the Thai beverage giant ThaiBev in 2008.

Currently, Oishi Group has withdrawn its securities from the Stock Exchange of Thailand since 2023.<ref>{{cite news|URL=https://marketeeronline.co/archives/311287|title=ไทยเบฟฯ รับซื้อหุ้นโออิชิ ก่อนถอนตัวจากตลาดหลักทรัพย์|trans-title=ThaiBev buys Oishi shares before withdrawing from the stock exchange|language=th|website=Marketeer|date=14 June 2023|access-date=18 July 2025}}</ref>

==History== Oishi was founded by businessman Tan Passakornnatee, who opened its first all-you-can-eat sushi restaurant on 9 September 1999. Oishi was successful in tapping the rapidly expanding market for Japanese cuisine, which previously only comprised Japanese expatriates and tourists, and opened it up to the middle class. The company was registered as Oishi Restaurant Co., Ltd. on 5 January 2000, and expanded to include several restaurant chains spanning different price ranges over a course of four years. Tan noticed the popularity of the green tea drinks served in its restaurants, and began to produce them as bottled drinks. The move was very successful, and Oishi quickly became the leader in Thailand's emerging green tea market. The company experienced a 2,000-percent rise in net profit in 2004, thanks to the ready-to-drink tea product. It was listed on the Stock Exchange of Thailand as Oishi Group on 3 March that year.<ref name="Forbes Tan">{{cite magazine |last1=Cunningham |first1=Susan J. |title=Thai Beverage Man Tan Passakornnatee Is On a Mission |url=https://www.forbes.com/sites/forbesasia/2013/04/03/thai-beverage-man-tan-passakornnatee-is-on-a-mission/?sh=5972be526ba0 |access-date=8 August 2022 |magazine=Forbes Asia |date=3 April 2013 |language=en}}</ref><ref name="Brandbuffet 2019">{{cite web |title=เส้นทางสร้างอาณาจักร 20 ปี กับการฝ่าฟันตลอด 5 ยุค บนบัลลังก์ผู้นำของ "โออิชิ" |url=https://www.brandbuffet.in.th/2019/12/brand-story-about-5-era-of-oishi-group/ |website=Brand Buffet |access-date=8 August 2022 |language=th |date=24 December 2019}}</ref>

Beginning at the end of 2005, billionaire Charoen Sirivadhanabhakdi moved to acquire a majority stake in Oishi through several holding companies.<ref name="Forbes Tan" /> Tan and his partners sold most of their stake in the company for 3.352 billion baht (US$100M), with Tan staying on as company president.<ref name="Brandbuffet 2019" /> The sale was finalized in 2008, and Charoen's beverage giant ThaiBev came to own a 89.93% stake in Oishi Group.

Tan left Oishi in 2010, and launched his own green-tea drink brand Ichitan in June 2011. Ichitan was heavily marketed using Tan's own public persona and prize campaigns, bringing heavy competition to Oishi, which responded with its own similar campaigns.<ref name="Forbes Tan" /><ref>{{cite web |title=โออิชิตัน ศึกแค้นสั่งฟ้าชาเขียว |url=https://positioningmag.com/13894 |website=Positioning Magazine |access-date=8 August 2022 |language=th |date=10 July 2011}}</ref> The two fiercely competed for market leadership over the next few years, with Ichitan overtaking Oishi in sales in 2013 and Oishi regaining the position the following year.<ref>{{cite news |title=มาร์เก็ตกลิ้ง"ตัน ภาสกรนที" ความปราชัยของ"โออิชิ" |url=https://www.bangkokbiznews.com/business/504970 |access-date=8 August 2022 |work=Krungthep Turakij |date=13 May 2013 |language=th}}</ref><ref>{{cite web |title=โออิชิ ชิงส่วนแบ่งชาเขียว 44% ปี 57 |url=https://positioningmag.com/59156 |access-date=8 August 2022 |work=Positioning Magazine |date=16 January 2015 |language=th}}</ref> The campaigns led to significant expenses cutting into Oishi's profits in 2013, and the company scaled back to refocus on cultivating its brand image and expanding its restaurant business.<ref name="Brandbuffet 2019" /><ref>{{cite magazine |last1=Tiensuwan |first1=Phnom |title=Winning the Green Tea War |journal=Elite PLus |date=September 2014 |volume=2 |pages=30–33 |url=https://www.eliteplusmagazine.com/assets/emagazine_full/Vol2/mobile/index.html#p=32 |issn=2351-0692}}</ref>

The ready-to-drink tea market stagnated and shrank during the latter half of the decade, due in part to health concerns and newly imposed taxes over sugar-sweetened beverages. While Oishi retained its leading market position, it also moved to further diversify its products and expand into international markets.<ref>{{cite web |title=ผ่าทางตัน เมื่อตลาดชาเขียวถึงจุดอิ่มตัว เจ้าตลาดอย่าง "โออิชิ" และ "อิชิตัน" ไปต่ออย่างไร? |url=https://news.mthai.com/economy-news/marketing/689368.html |website=MThai |access-date=8 August 2022 |language=th |date=29 November 2018}}</ref><ref>{{cite news |title=สิ้นมนต์ขลัง "ตลาดชาเขียว" "โออิชิ-อิชิตัน" ยังไหวมั้ย ? |url=https://www.prachachat.net/marketing/news-297214 |access-date=8 August 2022 |work=Prachachat Business |date=4 March 2019 |language=th}}</ref>

Oishi began distribution of its drinks in Malaysia and other ASEAN countries in 2013 via Singapore-based Fraser and Neave, which ThaiBev had recently acquired.<ref>{{cite news |title="โออิชิ"ใช้ช่องF&N |url=https://www.posttoday.com/economy/news/226477 |access-date=8 August 2022 |work=Post Today |date=5 June 2013 |language=th}}</ref> It had already been established in Laos and Cambodia, where it is the market leader, as well as in Myanmar, Europe, the US and the Middle East.<ref>{{cite news |last1=Jitpleecheep |first1=Pitsinee |title=Oishi green tea launches in Malaysia |url=https://www.bangkokpost.com/business/353495/oishi-green-tea-launches-in-malaysia |access-date=8 August 2022 |work=Bangkok Post |date=5 June 2013}}</ref> As of 2020, it exports to 33 countries.<ref name="Brand Inside 2020" /> It also opened restaurants in Myanmar in 2014.<ref>{{cite news |last1=Jitpleecheep |first1=Pitsinee |title=Oishi to splash out B3bn on 5-year expansion strategy |url=https://www.bangkokpost.com/business/428923/ |access-date=8 August 2022 |work=Bangkok Post |date=27 August 2014}}</ref>

Oishi launched ready-to-cook and ready-to-eat food product lines in 2018, although as of 2020 they still comprised only a small fraction of the company's revenue.<ref name="Brand Inside 2020">{{cite web |last1=Cholsiripong |first1=Thongchai |title=สรุปกลยุทธ์โออิชิ 2020: ดันอาหารพร้อมทาน ร้านอาหารเล็กลง เน้นเดลิเวอรี่ เครื่องดื่มพรีเมี่ยม |url=https://brandinside.asia/oishi-2020/ |website=Brand Inside |access-date=8 August 2022 |language=th |date=22 January 2020}}</ref>

==Businesses== Oishi's business is divided into two segments: beverages and food.

In the beverage category, Oishi produces ready-to-drink tea products under three brands: Oishi Green Tea (its main product, with many flavours and varieties), Oishi Gold (its premium brand), and Oishi Chakulza (carbonated green-tea drinks).

The food category consists of Oishi's various restaurant brands, and ready-to-cook and ready-to-eat food products under the Oishi Eato brand.

Oishi operates chain restaurants under the brands Oishi Buffet (all-you-can-eat Japanese restaurant), Oishi Eaterium (atmospheric all-you-can-eat), Shabushi (shabu-shabu), Oishi Ramen (ramen), Kakashi (donburi), Nikuya (yakiniku) Oyoki (Japanese-style soft serve) and Oishi Biztoro (self-service restaurant). It also operates the premium restaurants Oishi Grand (all-you-can eat), Hou Yuu (sushi) and Sakae (shabu-shabu), and provides home delivery via its Oishi Delivery service.<ref name="Oishi overview">{{cite web |title=Business Overview Preview |url=https://investor.oishigroup.com/en/about-oishi/business-overview-preview |website=Oishi Group |access-date=8 August 2022 |language=en}}</ref><ref>{{cite news |title=เปิดพอร์ตฯ ร้านอาหาร "โออิชิ" ปั้นแบรนด์ใหม่ พร้อมรุกตลาด QSR – Casual Dining – Fine Dining |url=https://www.brandbuffet.in.th/2020/11/oishi-group-food-business-brand-portfolio-strategy/ |access-date=8 August 2022 |work=Brand Buffet |date=8 November 2020}}</ref>

==References== {{reflist}}

==External links== * {{Official site|https://oishigroup.com/index.php}}

Category:Food and drink companies of Thailand Category:Companies formerly listed on the Stock Exchange of Thailand Category:Companies based in Bangkok Category:Food and drink companies established in 2000 Category:Thai companies established in 2000 Category:Thai drink brands Category:Restaurant chains in Thailand Category:Japanese restaurants Category:TCC Group Category:2008 mergers and acquisitions