Noble Restaurant Co., Ltd. | APEA - Asia Pacific Enterprise Awards Asia Pacific Enterprise Awards

FAST ENTERPRISE CATEGORY

Noble Restaurant Co., Ltd.

Information about the Company
Noble Restaurant Co., Ltd. (Noble Restaurant) is keen and outstanding in bringing the Japanese specialty ‘Hot Pot’ franchise from Japan to successfully operate and become well known in Thailand. It is the pioneer in offering and maintaining the concept of an authentic All-You-Can-Eat Japanese Shabu-Shabu and Sukiyaki to Thai customers with the aim for Thais to experience the original taste of Japanese cuisine. There are currently 3 brands (Mo-Mo-Paradise Standard, Mo-Mo-Paradise Gold, and Nabezo Premium) with a total of 24 branches under the management, covering the target group of customers from middle to upper class. The branches are located in leading and bustling shopping centers and community malls throughout Bangkok and its vicinities.

The company’s vision is to be the leading franchise operator in Southeast Asia, and its mission is to create value for the community through service excellence. Its corporate values consist of S - Synergy - Encourage team synergy; Q - Quality - Consider product price-quality; S - Sustainability - Commit to social sustainability.

Innovative Corporate Culture & Growth Initiatives
Currently, Noble Restaurant focuses on developing and marketing the restaurants in the metropolitan area with the aim of close quality control. In 2007, the company launched the first branch of Mo-Mo-Paradise at the Central World department store. In 2014, the company launched a new restaurant, Nabezo Premium, the high-end Japanese Shabu-Shabu and Sukiyaki, and offered a premium grade of product and one-of-a-kind service experience for valued customers at Central Embassy, and later the second branch at Gaysorn Village in 2017. A year later, Mo-Mo-Paradise at Central World was renovated under the new concept of Mo-Mo-Paradise Gold and became a premium branch of Mo-Mo-Paradise. Today, there are 24 branches of restaurants under management. Meanwhile, the company is always looking for opportunities to develop new brands with franchisors and bring in the new restaurants to be the alternative choices for the customers in both existing and new markets in the future. Besides, the company has now implemented a nationwide delivery system to enable Mo-Mo-Paradise to serve customers anywhere in Thailand, supporting the product demand throughout the country.

Positive thinking and team support are important for the business operation of Noble Restaurant. All staff is always cultivated to see their own and colleagues’ values. There is no politics in the organization and everyone has to help each other even on a work that is not directly under their responsibility or cross-department. The company believes that everyone can be talented when they are well developed and there is always an opportunity for them to grow with the company. These supportive cultures are the important factors that drive the company's growth.
Achievements & Impact
Noble Restaurant's head office is located in the heart of Bangkok. There are 24 restaurants in operation located in the famous department stores and bustling community malls of Bangkok. The company is well known for good employment branding among Thai and Burmese, and the company currently has over a thousand employees with an annual payroll of over THB150 million. During the pandemic, the company has no policy to lay off the employees. On the other hand, a large number of employees are being hired, which contrasts with the general employment conditions in society. The company intends to bring more new brands and expand the restaurants in the chain to the new market as it believes that the future expansion of the chain will help increase the employment rate.

Future Direction
From the synergies between the three brothers, Surawech, Tanutat, and Tridanai, who put various skills in the management together with the good teamwork of the employees, the company was able to expand and grow rapidly in just a few years. Apart from Mo-Mo-Paradise, Mo-Mo-Paradise Gold, and Nabezo Premium, Noble Restaurant has also brought in Guljak Topokki & Chicken, a Korean franchise restaurant, and Gyukatsu Kyoto Katsugyu, a new Japanese franchise restaurant, to Thailand through an affiliated company. The company intends to bring more new brands from around the world in accordance with the company’s vision to be the leading franchise operator in Southeast Asia. At the same time, the company also plans to expand the restaurants in the chain to other provinces of Thailand and the neighboring country. All the processes will be slowly going along with a consistently standard control until the brand can sustainably grow.

FAST ENTERPRISE CATEGORY

Noble Restaurant Co., Ltd.

Information about the Company
Noble Restaurant Co., Ltd. (Noble Restaurant) is keen and outstanding in bringing the Japanese specialty ‘Hot Pot’ franchise from Japan to successfully operate and become well known in Thailand. It is the pioneer in offering and maintaining the concept of an authentic All-You-Can-Eat Japanese Shabu-Shabu and Sukiyaki to Thai customers with the aim for Thais to experience the original taste of Japanese cuisine. There are currently 3 brands (Mo-Mo-Paradise Standard, Mo-Mo-Paradise Gold, and Nabezo Premium) with a total of 24 branches under the management, covering the target group of customers from middle to upper class. The branches are located in leading and bustling shopping centers and community malls throughout Bangkok and its vicinities.

The company’s vision is to be the leading franchise operator in Southeast Asia, and its mission is to create value for the community through service excellence. Its corporate values consist of S - Synergy - Encourage team synergy; Q - Quality - Consider product price-quality; S - Sustainability - Commit to social sustainability.

Innovative Corporate Culture & Growth Initiatives
Currently, Noble Restaurant focuses on developing and marketing the restaurants in the metropolitan area with the aim of close quality control. In 2007, the company launched the first branch of Mo-Mo-Paradise at the Central World department store. In 2014, the company launched a new restaurant, Nabezo Premium, the high-end Japanese Shabu-Shabu and Sukiyaki, and offered a premium grade of product and one-of-a-kind service experience for valued customers at Central Embassy, and later the second branch at Gaysorn Village in 2017. A year later, Mo-Mo-Paradise at Central World was renovated under the new concept of Mo-Mo-Paradise Gold and became a premium branch of Mo-Mo-Paradise. Today, there are 24 branches of restaurants under management. Meanwhile, the company is always looking for opportunities to develop new brands with franchisors and bring in the new restaurants to be the alternative choices for the customers in both existing and new markets in the future. Besides, the company has now implemented a nationwide delivery system to enable Mo-Mo-Paradise to serve customers anywhere in Thailand, supporting the product demand throughout the country.

Positive thinking and team support are important for the business operation of Noble Restaurant. All staff is always cultivated to see their own and colleagues’ values. There is no politics in the organization and everyone has to help each other even on a work that is not directly under their responsibility or cross-department. The company believes that everyone can be talented when they are well developed and there is always an opportunity for them to grow with the company. These supportive cultures are the important factors that drive the company's growth.
Achievements & Impact
Noble Restaurant's head office is located in the heart of Bangkok. There are 24 restaurants in operation located in the famous department stores and bustling community malls of Bangkok. The company is well known for good employment branding among Thai and Burmese, and the company currently has over a thousand employees with an annual payroll of over THB150 million. During the pandemic, the company has no policy to lay off the employees. On the other hand, a large number of employees are being hired, which contrasts with the general employment conditions in society. The company intends to bring more new brands and expand the restaurants in the chain to the new market as it believes that the future expansion of the chain will help increase the employment rate.

Future Direction
From the synergies between the three brothers, Surawech, Tanutat, and Tridanai, who put various skills in the management together with the good teamwork of the employees, the company was able to expand and grow rapidly in just a few years. Apart from Mo-Mo-Paradise, Mo-Mo-Paradise Gold, and Nabezo Premium, Noble Restaurant has also brought in Guljak Topokki & Chicken, a Korean franchise restaurant, and Gyukatsu Kyoto Katsugyu, a new Japanese franchise restaurant, to Thailand through an affiliated company. The company intends to bring more new brands from around the world in accordance with the company’s vision to be the leading franchise operator in Southeast Asia. At the same time, the company also plans to expand the restaurants in the chain to other provinces of Thailand and the neighboring country. All the processes will be slowly going along with a consistently standard control until the brand can sustainably grow.