Zen Group welcomes Tummour restaurants

The new relationship will be highlighted at the ThaiFex convention that’s taking place at Impact in Muang Thong Thani from May 31 to June 4.
Zen’s portfolio consists mainly of Japanese brands, and the addition of Tummour is a strategic move to meet market demand and expand its customer base by providing “an authentic Thai dining experience”, the group said in a statement.
“We are confident that Tummour is the perfect fit for the group, since it will further strengthen the company’s expertise in the restaurant business and diversify our portfolio with the so-much-needed Thai flavour,” chief executive Sakkanon Chirathivat said. 
“Furthermore, the acquisition is in line with the Zen Group’s development strategy to leverage our business through franchises. We are looking forward to Tummour’s first appearance at ThaiFex 2017, where it will join our 12 other restaurant brands, reinforcing our commitment to embracing the global restaurant market.” 
Zen said it has for more than 25 years “provided an encompassing dining experience through more than 80 branches of Japanese brands such as Zen, Aka and On the Table”. 
“Tummour’s addition is aimed at reinforcing the group’s leadership in the restaurant business and expertise with the continued focus on quality ingredients, cooking and service.”
Chief commercial officer Thanyachate Ekvetchavit noted a global trend in dining out that is helping the restaurant industry in the region.
“We expect this growth to continue this year. With estimated growth of 20 per cent, we plan to open 60 local and four to five overseas outlets by the end of 2017, cementing the group’s strong leadership in the market.” 
Siruwat Chatchawan, in charge of the group’s Thai food business, said Tummour is famous for its Isaan dishes thanks to quality produce, great service and “staying true to Thai roots”. 
“We are very excited to have Tummour at ThaiFex, because it conveys a strong message about the brand’s commitment to expanding its business and showcasing the potential of Thai brands. 
“Furthermore, we are delighted to offer master franchising contract for outlets overseas. We expect investors to share our excitement, since this franchising expansion has the potential to boost the restaurant business domestically and internationally.” 
Tummour also sells cooking ingredients, such as fermented fish sauce, jaew sauce and pad mee mour, at all of its branches. Its “Eat Like a Thai” campaign is designed to “build meaningful relationships” with customers. And it’s spending Bt20 million to integrate traditional and online channels of communication.
Find out more at www.ZenRestaurant.co.th.