Bar B Q Plaza crosses borders, starting in Cambodia

Bar B Q Plaza is aiming to be well positioned as a regional brand by 2020. Through the master franchise extended to Express Food Group, a giant restaurant-franchise operator in Southeast Asia, EFG will be given the exclusive rights to develop Bar B Q Plaza restaurants in Cambodia. 
The plan is to open 10 restaurants in that country by 2022, after opening two in the heart of Phnom Penh this year.
Chataya Supanpong, Food Passion Co’s chief engagement officer, said: “We’re confident in turning Bar B Q Plaza into a regional brand, with the plan to open at least 30 restaurants across Southeast Asia, particularly CLMV countries [Cambodia, Laos, Myanmar and Vietnam], and targeting Bt600 million in sales by 2020. 
“We’re prepared to make our presence felt in Cambodia this year through the first franchise platform. We have confidence in Cambodia’s potential thanks to optimistic characteristics of the market, [including] good economic potential. 
“Cambodia is an emerging market with continued economic growth: gross domestic product [grew by] 7.2 per cent in 2014 [based on International Monetary Fund data], offering bright business opportunities. 
“The middle-class population’s income and purchasing power are on the rise. About 13 per cent of the professional population in Phnom Penh earned more than US$600-$1,000 a month [about Bt21,000-Bt35,000], while 6 per cent earned more than $1,000-$2,000 a month. 
“The purchasing power is high against the low cost of living, leading to more consumption, particularly in the restaurant business, which is one of the industries that has gained economic benefits from a rise of the middle-class population’s income and purchasing power in Cambodia. 
“The increasing ratio of new-generation consumers has also led to a rapid change in urban lifestyles. 
“Cambodia and Thailand share some social and cultural similarities, particularly the enjoyment of dining in a nice atmosphere, high quality of food and services, and value-for-money restaurants. Moreover, the Cambodians love grilled food, a positive factor for Bar B Q Plaza. Thai brands have a positive reputation among the Cambodians, as most people consume Thai media and regularly visit Thailand.”
“The four positive factors convince us of the success in expanding into Cambodia through our flagship brand like “Bar B Q Plaza”. This will be underpinned by our readiness in franchising business. We have the Brand Guidebook introduction and creation, filled with knowledge in operating the “Bar B Q Plaza” brand in a new market. Together with a franchise business support team, the franchise system for “Bar B Q Plaza” is the most complete, shaped by our principle in passing on our experience along with Bar B Q Plaza unique product and service standards to customers across the region. This will ensure a solid and sustainable footprint for Thailand’s Bar B Q Plaza brand in the region.” Chataya added.
Kevin Whitcraft, chief executive officer of RMA Group, EFG’s parent, said EFG was one of the leading franchise restaurant operators in Southeast Asia, with a presence in Cambodia, Laos and Myanmar. With international restaurant and beverage franchises, it is operating more than 50 outlets in Cambodia, 12 in Laos and nine in Myanmar. Expansion into Vietnam is not planned for the near future, however.
He said CLMV was an emerging market with continued economic growth offering bright business opportunities. The increasing middle-class population’s income and purchasing power are on the rise.
“This year, we plan two restaurants in the heart of Phnom Penh, the first inside … Aeon Mall and the second in Toul Kork district. Moreover, we plan to open three to four Bar B Q Plaza restaurants per year.”
EFG wanted to grow its portfolio with a grill-restaurant business, as it is the most popular segment in the self-cooking business in Cambodia.
“Bar B Q Plaza’s success in Thailand and overseas as well as the efficient franchise system convinced us [to introduce] Bar B Q Plaza’s best dining experience to Cambodian consumers,” Whitcraft said.
Cambodia’s restaurant industry has continued to grow. In 2016, the market was valued at $400 million through the 2,000-2,500 restaurants registered with the Ministry of Commerce. In Phnom Penh alone there are about 1,000 restaurants, and the rest are in major cities such as Siem Reap, Preah Sihanouk, Battambang and Kampong Cham. 
Cambodia’s per-capita income increased by 10 per cent on average in the past three years, particularly among those living in Phnom Penh. 
Meanwhile, Cambodia has witnessed a change in lifestyles, whereby dining out has become popular among families and young adults, with average spending per head at $5 for lunch and $10 for dinner a few times a month.
At present, 19 Bar B Q Plaza restaurants have been opened in two countries by joint-venture companies, 17 in Malaysia and two in Indonesia. That number is planned to rise to 23 by the end of this year, 18 in Malaysia, three in Indonesia and two in Cambodia.