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Minor plans major expansion

Jul 31. 2016
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MINOR FOOD GROUP plans to invest Bt900 million to add 150 stores to its BreadTalk bakery chain within five years.

“We expect sales of BreadTalk to reach Bt500 million this year, up 50 per cent over last year. In five years, the company expects annual sales of the brand to reach Bt3.6 billion,” Choompot Tantisoonthorn, chief operating officer of cold chain, said last week.

Minor, one of the country’s largest restaurant operators, will open about 30 BreadTalk outlets every year over the period. The expansion would use two models – company-owned and franchised – in a ratio of 60:40.

Minor formed a joint venture in September 2014 with the BreadTalk group from Singapore to expand the bakery house business in Thailand and has no plan to take the brand to other markets in the region.

The company’s restaurant portfolio comprises of many well-known, mostly international brands – The Pizza Company, Swensen’s, Sizzler, Dairy Queen, Burger King, The Coffee Club and Thai Express.

“The bakery business is now expanding and has a positive outlook in Thailand due to the changing lifestyle of consumers, particularly youngsters, adults and families. These target segments are more likely to enjoy baked items as a dessert or as a gift for some special occasion,” he said.

Dr Grorge Quek and his wife launched BreadTalk in 2000 with a small shop at Bugis Junction in Singapore. Now, the company runs several food businesses such as leading food courts in many countries in Asia and the Middle East, and other restaurants with more than 1,000 branches in 16 countries.

Thailand counts 28 BreadTalks in Siam Paragon, CentralWorld, CentralPlaza Rama 2, The Mall Bangkapi, CentralPlaza Ladprao, Terminal 21, CentralPlaza Rama 9, The Mall Bangkae, Esplanade Ratchada, CentralPlaza Rama 3, Fashion Island, Mega Bangna, Gateway Ekkamai, The Mall Thapra, Silom Complex, Future Park Rangsit, Seacon Square Srinakarin, Central Westgate, CentralPlaza Pinklao, Riverside Plaza, The Street Ratchada, Central East Ville, Don Mueang International Airport, The Mall Ngamwongwan, CentralPlaza Rattanathibet, The Promenade and Tesco Lotus Srinakarin.

BreadTalk’s marketing direction is to expand in the provinces, especially in tourist destinations, to meet the increasing demand for baked items and cakes. Although this market is highly competitive, BreadTalk remains the leader thanks to its superior taste, innovation, quality and variety, with more than 100 bakery items.

With the “open kitchen” concept, customers can see the dedicated baking process for each and every piece that is freshly served out of the oven, he added.

Banyat Athiyutkul, general manager of BTM (Thailand), also known as “BreadTalk”, said that to celebrate Mother’s Day on August 12, BreadTalk will host the “Bake for Mom” campaign to express appreciation and gratitude to mothers with specially designed cakes and bakery items. BreadTalk will donate Bt12 from each cake and baked item sold until this month to Her Royal Highness Princess Maha Chakri Sirindhorn Foundation for Chitralada School.

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