Pizza Company Rolling Out Another 40 Branches to Feed Growing Thai Appetite
Source：The Nation Newspaper
From：Taiwan Trade Center, Bangkok
The Pizza Company will serve Thailand’s hungry diners an extra slice this year by opening another 40 branches nationwide, its general manager said on June 20th.
In its biggest rebrand since landing in Thailand 22 years ago, the franchise operated by Minor Food Group will also renovate existing outlets while targeting a 15% boost in membership. The ongoing overhaul comes in response to Thailand’s growing hunger for dine-in, take-out, and delivery pizza.
General manager Patt Pongwittayapipat said the changes have received positive feedback with the restaurant business seeing a 40% rise and the delivery business, which is its strength, performing well with 27% growth.
“As a result, the brand’s April-May 2023 performance grew by around 20%," he said.
Ms. Wiyada Buranapakorn, Marketing Director, The Pizza Company, under The Minor Food Group Public Company Limited, said, "Throughout our 22 years, we have made pizza popular in Thailand thanks to our relentless spirit and our commitment to evolving. Today, consumers' lifestyles are changing. Pizza used to be food for celebrations or gatherings but these days families are smaller with more singles living alone. That is why we tailor our menu to cater to every lifestyle, offering the best possible experience for every customer on every occasion."
The company has just opened three new branches, with 10 more to follow soon and the remainder debuting in the second half of the year. That will bring the total number of outlets in Thailand to 452.
Half of the new 40 branches will be delivery-only, like outlets in petrol stations, while the rest will be dine-in and take away.
The company will finish renovating 100 branches in and around Bangkok this year at a cost of around 200 million baht, with the rest completed within the next 24 months.
It will also offer more promotions, rewards, and discounts in its membership program, targeting a 15% increase from the current 2.3 million members.
The revamp includes a new logo, new employee uniforms designed by Thai designer ASAVA, and fresh flavors.
Other new features include a 10% daily discount for members, upgraded delivery boxes to keep food warmer, new chunkier toppings combinations, and branch-based workshops for kids to play at being pizza chefs.
The brand said it now accounts for 70% of the total market share.