NPPG plans restaurant chain in China
NPPG (Thailand) Plc (NPPG), a manufacturer of plastic packaging materials, has announced a plan to establish a restaurant business in China under the concept of “Next NPPG Transformation” through the establishment of a subsidiary “Kinghill Food”.
The company has recently teamed up with Laem Chareon Seafood to expand the food business to China. The plan also includes an expansion to the food, dessert, and beverage business in Thailand with a 10-year entitlement of the sole service right from Dean & Deluca.
Suppachak Trairatanobhas, NPPG executive chairman, said the company aimed to build Thai restaurant chains in Thailand and China through franchising.
The first restaurant, to be launched in Shanghai in the fourth quarter of this year, is planned to support its expansion in the Chinese market. Other branches are planned n Beijing, Chengdu, Chongqing, and Shenzhen.
The entry into the food business in China will strengthen the company’s business as it has formed partnerships with a leading food business operator as well as a logistics provider in China.
Suppachak added that NPPG had attracted a leading food brand, Laem Chareon Seafood, as a partner.
Laem Chareon Seafood was an outstanding Thai seafood restaurant with unique taste, quality, and services. In addition, there have been many leading restaurant brands showing their interest in joining NPPG.
China is a huge market with a populations of 1.4 billion, and an annual food market growth of up to 30 per cent. The consumer behaviour of eating out is one of the crucial factors supporting continuous expansion of the food business and the franchise model in the future.
In addition, the company plans to aggressively expand the food and beverage businesses in Thailand by focusing on variation of services.
Recently, NPPG has received a 10-year sole right to provide service in Thailand from Dean & Deluca, the food, dessert, and beverage service company.
The company has planned to expand more Dean & Deluca branches in the future.
