Copper Beyond Buffet Unveils Business Expansion Plan to Celebrate Its 9th Anniversary. First-Ever Collaboration with Two Global Thai Brands—ChaTraMue and Scotch Bird’s Nest. Accelerating International Market Expansion with a Revenue Target of THB 1 Billion in 2025
Ms. Photjanee Pinijsakkul, Chief Executive Officer of Copper Beyond Buffet, stated that Copper Beyond Buffet first opened in 2016 at The Sense Pinklao mall. Inspired by her father’s vision, the restaurant was conceived as a key attraction to increase foot traffic to the mall. With a family passion for both hotel buffets and Japanese restaurants, the concept was developed to combine the best of both worlds, offering a premium dining experience with exceptional food quality and service that redefines traditional buffet dining. The restaurant also sought to address the pain points of Pinklao-area diners, who lacked premium buffet options at the time.
“As a newcomer in the restaurant industry, our brand started with a limited customer base. We placed a strong emphasis on food quality and premium ingredients to attract new customers. However, during our first year, we faced monthly losses—at its worst, up to one million baht per month. Despite this, we never lost faith. Our father always believed that opening a restaurant was not just about profit but about driving traffic to our mall. Even if we operated at a loss, the experience we provided to customers through exceptional dining made it worthwhile, especially when compared to spending heavily on marketing or event promotions. Over two years, we gradually built our reputation, gained experience, and expanded our connections. Our customer base grew from thousands to tens of thousands per month, allowing us to achieve economies of scale. This helped us manage ingredient costs more efficiently and attract valuable partnerships.
One of our key partners is Hungry Hub, Thailand’s leading restaurant reservation platform. Their system has streamlined our booking process, solving issues that arose with our previous manual system. Before, we faced challenges such as reservation errors, missed bookings, and no-show customers, which led to lost business opportunities.
Another key factor that has set us apart and enhanced our business efficiency is our revolutionary approach to buffet dining. Traditionally, buffets require customers to serve themselves, but we transformed this experience by introducing an Order Station system, where guests place their orders and have their food freshly prepared and served to their tables. This innovation not only provides a more convenient and enjoyable dining experience but also ensures that every dish is made to order, delivering peak freshness and flavor. Additionally, it significantly reduces food waste and allows us to analyze ordering data for valuable insights. By studying customer preferences, we can identify best-selling dishes, phase out less popular items, and optimize ingredient management for greater efficiency. With these strategic improvements, combined with an ever-growing customer base, our business has achieved economies of scale, enabling us to become profitable and sustain steady growth in both customer numbers and revenues.
Ms. Photjanee also highlighted a major milestone for Copper Beyond Buffet last year: the brand’s first expansion in eight years with the opening of a new branch at Gaysorn Amarin. This move was aimed at broadening our customer base, particularly among international diners, as we set our sights on becoming the Best International Buffet in Southeast Asia. The response has been overwhelmingly positive. In 2024, Copper Beyond Buffet’s two branches generated a total revenue of approximately 800 million baht, with an occupancy rate of 70%. The customer mix consisted of 65% Thai diners and 35% international guests.
In celebration of its 9th anniversary, Copper Beyond Buffet is set to redefine the buffet industry once again by collaborating with two renowned global brands: ” Scotch Bird’s Nest,” the leader in the natural bird’s nest market, and ” ChaTraMue,” the leader in the Thai tea and beverage market. The event will also feature two famous Michelin-starred chefs: Chef Haikal Johari , from 1 Micheli-star restaurant AVANT, and Chef Tap Supasit Kokpol, from 1 Michelin -starred restaurant, CODA Bangkok, who will create more than 20 special dishes. This collaboration not only aims to provide a fine dining experience to highlight the uniqueness of the brands’ first-ever collaboration, but it also features premium ingredients from both brands, combined with high-quality ingredients loved by people worldwide. The dishes will be prepared with advanced culinary techniques and served in a fine dining style, making this an exclusive menu featuring savory dishes, desserts, and beverages like never before.
The launch will also introduce its four strategic new partners who have been supporting and driving the success of Copper Beyond Buffet : S-Pure, the number one premium-grade meat and food product brand; Foodiva, one of Thailand’s largest importers of premium-grade meats; Qfresh, the producer and distributor of seafood products under Thai Union Group Public Company Limited; and Hungry Hub, one of Thailand’s largest restaurant reservation platforms with an extensive network.
For this year’s goals, Ms. Photjanee is confident that with thea a continued aggressive business strategy and leveraging the brand’s established strengths, which emphasize quality as the top priority, the company will consistently offer new dining experiences to customers. The brand will elevate its menu offerings, making them more diverse and exceptional. Coupled with personnel development and improvements in backend systems that utilize data to gain insights and better meet customer needs, Copper Beyond Buffet is set to reach a revenue target of 1 billion Baht in 2025.
“Regarding the expansion of additional branches, we are currently waiting for the right timing and opportunities. This is because our business model and concept of Copper Beyond Buffet must consider a number of factors. The key challenge is that if expanding branches means compromising our quality, we would rather have two branches than risk reducing the quality of our offerings. Our brand is driven by the quality of our products. At present, we consider ourselves as a medium-sized family-run business that is gradually expanding our customer base to achieve our 1 billion Baht target. We are also moving towards becoming the Best International Buffet in Southeast Asia. Although this is a challenging path, we believe that with the potential we have built over the past 9 years and the dedication of our strong team, we are confident we will achieve this goal,” said Ms. Photjanee.
