Food Passion Co Ltd, the Thai operator of famous restaurant brands -- "Bar B Q Plaza", "Joom Zap Hut" and "Hot-Star", is geared towards overseas expansion, starting with Cambodia, Laos, Myanmar and Vietnam (CLMV), targeting to turn "Bar B Q Plaza" to a regional brand within 2020.
Mrs. Chataya Supanpong, Food Passion Co Ltd.'s Chief Engagement Officer, said, "We plan to open at least 30 restaurants across Southeast Asia particularly in CLMV countries and target BHT600 million in sales by 2020. We will make presence felt in Cambodia this year, through the first franchise platform."
The Cambodian market will be penetrated through the master franchise extended to Express Food Group (EFG), a giant restaurant franchise business operator in Southeast Asia and the biggest foodservice chain operator in Cambodia, which plans to open 10 restaurants in Cambodia within 2022.
According to Mrs. Chataya, the market shows four major positive factors: high economic growth rate (7.2% in 2014); growing middle-income population (13% of professional population in Phnom Penh earned more than US$600 - US$1,000 a month); Cambodians' familiarization with Thai culture and cuisine; and popularity of Thai brands.
"The factors convince us of the success in expanding into Cambodia through our flagship brand. This will be underpinned by our readiness in franchising business," she said.
The contract to EFG is considered a key strategy in spreading business footprint in ASEAN.
Mrs. Chataya said the contract was awarded after years of searching for the business partners which share Food Passion's goal and agree to win-win and long-term relationship. Along the way, the brand guidebook was created for operators in new markets, along with a franchise business support team.
"We're not biased towards growing business through opening too many restaurants in a short period, as our priority is to ensure sustainability for Bar B Q Plaza brand in the long term," she said. "We believe that our strategies will guarantee continued, stable and sustainable overseas expansion. We are confident that EFG can ensure success in establishing Bar B Q Plaza brand in Cambodia."
Mr. Kevin Whitcraft, Chief Executive Officer of RMA Group, EFG's parent company, added that EFG has presence in Cambodia, Laos and Myanmar, operating over 50 outlets in Cambodia under international restaurant and beverage franchises. Bar B Q Plaza fulfills its quest to grow portfolio with a grill restaurant business - the most popular segment in the country's self-cooking business.
"Bar B Q Plaza's success in Thailand and overseas as well as the efficient franchise system convinced us in introducing Bar B Q Plaza's best dining experience to Cambodian consumers," he said, adding that primarily, a budget of over BHT150 million is set aside to open at least 10 Bar B Q Plaza restaurants within 2022.
In 2016, Cambodia's restaurant industry value was tuned at US$400 million with a number of 2,000-2,500 registered restaurants. In Phnom Penh alone, about 1,000 restaurants are located. The industry is vibrant as more families and young adults eat out more often with an average spending per head at US$5 for lunch and US$10 for dinner.
At present, 19 Bar B Q Plaza restaurants are open in Malaysia (17) and Indonesia (2). The number of the restaurants will be increased to 23 at the end of 2017:: 18 in Malaysia, 3 in Indonesia and 2 in Cambodia.
For more information, please contact:
Food Passion: Panadda Ritthiruengdej Tel: +66 (0) 92 946 6954 / Thapapath Charoenphol Tel: +66 (0) 84 461 9545
The Cambodian market will be penetrated through the master franchise extended to Express Food Group (EFG), a giant restaurant franchise business operator in Southeast Asia and the biggest foodservice chain operator in Cambodia, which plans to open 10 restaurants in Cambodia within 2022.
According to Mrs. Chataya, the market shows four major positive factors: high economic growth rate (7.2% in 2014); growing middle-income population (13% of professional population in Phnom Penh earned more than US$600 - US$1,000 a month); Cambodians' familiarization with Thai culture and cuisine; and popularity of Thai brands.
"The factors convince us of the success in expanding into Cambodia through our flagship brand. This will be underpinned by our readiness in franchising business," she said.
The contract to EFG is considered a key strategy in spreading business footprint in ASEAN.
Mrs. Chataya said the contract was awarded after years of searching for the business partners which share Food Passion's goal and agree to win-win and long-term relationship. Along the way, the brand guidebook was created for operators in new markets, along with a franchise business support team.
"We're not biased towards growing business through opening too many restaurants in a short period, as our priority is to ensure sustainability for Bar B Q Plaza brand in the long term," she said. "We believe that our strategies will guarantee continued, stable and sustainable overseas expansion. We are confident that EFG can ensure success in establishing Bar B Q Plaza brand in Cambodia."
Mr. Kevin Whitcraft, Chief Executive Officer of RMA Group, EFG's parent company, added that EFG has presence in Cambodia, Laos and Myanmar, operating over 50 outlets in Cambodia under international restaurant and beverage franchises. Bar B Q Plaza fulfills its quest to grow portfolio with a grill restaurant business - the most popular segment in the country's self-cooking business.
"Bar B Q Plaza's success in Thailand and overseas as well as the efficient franchise system convinced us in introducing Bar B Q Plaza's best dining experience to Cambodian consumers," he said, adding that primarily, a budget of over BHT150 million is set aside to open at least 10 Bar B Q Plaza restaurants within 2022.
In 2016, Cambodia's restaurant industry value was tuned at US$400 million with a number of 2,000-2,500 registered restaurants. In Phnom Penh alone, about 1,000 restaurants are located. The industry is vibrant as more families and young adults eat out more often with an average spending per head at US$5 for lunch and US$10 for dinner.
At present, 19 Bar B Q Plaza restaurants are open in Malaysia (17) and Indonesia (2). The number of the restaurants will be increased to 23 at the end of 2017:: 18 in Malaysia, 3 in Indonesia and 2 in Cambodia.
For more information, please contact:
Food Passion: Panadda Ritthiruengdej Tel: +66 (0) 92 946 6954 / Thapapath Charoenphol Tel: +66 (0) 84 461 9545
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