Maguro Group CEO Chakrit Saisomboon discusses how the food business is shifting from simple branch expansion to a "Food Culture Platform"—a comprehensive operating system managing staffing, supply chain, kitchen standards, customer service systems, and technology (POS, ERP, CRM). The strategy aims to make restaurant brands sustainable for 5–10 years despite internal and external shocks, breaking the typical 3–5 year lifecycle. In 2025, customer expectations are higher and frequency lower, demanding flawless execution across all touchpoints rather than trial-and-error growth.