Pepper Lunch Offers UNLIMITED REFILL SET Starting at 189 Baht at 11 Branches

Pepper Lunch, the Japanese hot-plate and steak restaurant managed by Central Restaurants Group (CRG), is offering the UNLIMITED REFILL SET starting at 189 baht at 11 participating branches from 26 October onwards. This service expansion follows a trial of the Exclusive Set at the CentralWorld branch, which generated sales of 13.7 million baht and grew by 13.7% compared with the previous year. The restaurant has therefore expanded this value-for-money approach of pairing main courses on a hot plate with unlimited side dish refills, aiming to increase sales at participating branches by 6% and customer numbers by 5%.

Service Development Concept and Growth Targets

Maysaya Chinaporn, Senior Director of Pepper Lunch, revealed that consumers today place greater importance on value for money when dining, considering price, ingredient quality, menu variety and the dining experience together. The restaurant has therefore combined its strength in serving food on a hot plate, which allows diners to take part in mixing and seasoning the food themselves, with a refillable side dish service to create a differentiated dining experience. This service format builds upon the feedback from the Exclusive Set at the CentralWorld branch, which clearly reflected market demand.

The expansion of the UNLIMITED REFILL SET service area to 11 branches focuses on reaching a broader consumer base to attract new customers and encourage continuous repeat visits. In addition, Pepper Lunch plans to expand this same service format to a further 42 branches by 2027 to build long-term growth. All of these operations form a key component of the Complete Japanese Dining Experience approach, which aims to further diversify both the menu items and the side dish refill options in 2027.

Details of the UNLIMITED REFILL SET and 3 Main Course Styles

The UNLIMITED REFILL SET allows diners to order their preferred main course starting at 189 baht, along with unlimited side dish refills according to the conditions of the selected set. The refillable side dishes include steamed rice, wakame soup, cold tofu topped with yuzu ponzu sauce, as well as Japanese-style salad or French fries. In addition, the restaurant has added extra variety with 3 flavours of French fries, namely Original French Fries, BBQ French Fries and BBQ Cheese French Fries, allowing diners to pair them with their main courses in various ways.

For the main courses served on a hot plate starting at 189 baht, customers can choose from 3 main styles according to their preferred flavours. Each style has the following menu details and highlights:

• PEPPER RICE The restaurant's signature hot-plate fried rice that allows diners to mix the ingredients on the pan themselves, with 2 meat portion sizes available: 80 grams and 160 grams.
• TEPPAN PASTA Pasta dishes served on a hot plate, preparing popular dishes in Pepper Lunch's distinctive style.
• KUA PRIK KLUEA Chilli and salt stir-fry dishes on a hot plate that highlight bold and rich Thai flavours.

Pricing Information and Participating Branches

Consumers can use the UNLIMITED REFILL SET service from 26 October at all 11 Pepper Lunch branches in leading shopping centres. Key details regarding pricing, participating branches and contact channels are summarised in the table below:

The news of this unlimited refill meal set expansion serves as an interesting case study for hotel professionals and food and beverage event organisers in designing value-for-money meal sets that allow consumer participation during the meal to increase repeat visit frequency. At the same time, it provides useful information for tourists and the general public looking for a hot-plate restaurant across 11 shopping centres where they can enjoy a complete meal of both a main course and side dishes on a budget starting at 189 baht. Those interested can check further conditions of the meal set via Pepper Lunch's public relations channels.