MAGURO Group, a Thai QSR operator, launched "Laii" (brand #14) in September 2026 as a contemporary Isaan casual dining concept targeting mass market and younger audiences with more accessible pricing (dishes from ฿79–139) than its premium Japanese and Korean brands. The move reflects a strategic shift from premium-only expansion toward multi-cuisine, multi-price-tier growth—leveraging everyday Isaan comfort food (som tam, larb, grilled meats) to increase customer visit frequency and diversify revenue streams. The company reported 32% YoY revenue growth in H1 2026 to ฿1.14B and operates 58 locations across 14 brands.