Steam rises from bubbling broths at Mo-Mo-Paradise’s Bangkok flagship. In the kitchen, cooks crack eggs for sukiyaki preparations and morning omelets, each one sourced from cage-free systems. This scene repeats across 39 locations throughout Thailand, marking a supply chain shift that touches thousands of daily customers.

The achievement from Mo-Mo-Paradise’s parent group, Noble Restaurant Co., Ltd., which pioneered Thailand’s “All-You-Can-Eat” Japanese buffet concept, represents the country’s first multi-brand operator to achieve 100% cage-free sourcing. The numbers tell the story: four distinct dining concepts, 39 locations, thousands of daily customers, all now served by a reimagined supply network built through a strategic partnership with Lever Foundation.

The transition required more than supplier switches. Noble Restaurant restructured procurement protocols, retrained kitchen staff on handling differences in cage-free eggs, and coordinated implementation across diverse menu formats. From Mo-Mo-Paradise’s all-you-can-eat shabu-shabu buffets to Gyukatsu Kyoto Katsugyu’s precisely breaded cutlets, each concept demanded specific quality standards while maintaining the shift to cage-free sourcing.

The portfolio spans Mo-Mo-Paradise’s 31 locations alongside specialty concepts: Nabezo’s premium shabu-shabu temples, Gyukatsu Kyoto Katsugyu’s beef cutlet counters, and Guljak Topokki’s Korean fusion kitchens. Each brand required tailored implementation strategies, from supplier negotiations to kitchen protocols.

“Our restaurants now use 100% cage-free eggs,” states Tanutat Telan, Deputy Chief Executive Officer at Noble Restaurant. “This farming method helps reduce stress and improve the quality of life for hens, reflecting our commitment to animal welfare. Working closely with Lever Foundation, we’ve systematically built a reliable sourcing network for cage-free eggs with our suppliers, while maintaining the quality our customers expect.”

Lever Foundation navigated the technical maze, connecting Noble Restaurant with vetted suppliers and mapping implementation pathways. Other operators observe closely. In Bangkok’s competitive dining landscape, first movers often define new standards, and what begins as differentiation becomes expectation as markets evolve.