Zuma Bangkok Co, a contemporary Izakaya-style restaurateur, plans to open a pop-up dining outlet at Anantara Layen Hotel in Phuket by year-end to cash in on burgeoning international visitors and high spending power on the tourist island.
Izakaya is rampant in Japan, where people opt for dining and drinks after work.
A niche Japanese food restaurant outlet in Bangkok, Zuma Bangkok continues to thrive in Thailand’s premium food market despite weak economy, according to William Heinecke, chief executive of Minor International Plc, also a partner of Zuma Bangkok.
Zuma, a premium Japanese restaurant brand from Britain, opened its first outlet in Bangkok inside the St Regis Hotel five years ago, targeting niche customer group.
Positioning itself as a fine dining place, its price range varies. While a drink is 120 baht, a 320-gramme Japanese wagyu’s rib-eye with signature sauces and fresh wasabi costs about 6,280 baht a serving.
“We are very happy with the performance of Zuma in Bangkok,” said Sven Koch, chief executive of Zuma Global, adding that the decision to offer the pop-up restaurant for short-term sales in Phuket was on the cards.
Mr Koch said the company wants to open only one Zuma restaurant in each country even though there is a strong business potential here.
The company did not have plan to open a new restaurant in Asia but will put its focus on expanding its outlets in Las Vegas and Mexico City.
Chef Rainer Becker, founder of Zuma Global, said the first Zuma restaurant was opened in London in 2002 and now, its presence has spread around the world to New York, Rome, Dubai and Bangkok.
It has total of 11 restaurants in seven countries. Zuma Globe’s vision is to offer premium food and drinks, warm hospitality and a sophisticated environment.
In Thailand, Zuma joined hand with Minor Group to operate in Bangkok with both holding an equal stake.
The business has shown profits in the first three years of operation in Thailand, Mr Heinecke said, dismissing talk of lighter traffic to the restaurant.
There are 200 customers at Zuma Bangkok on weekdays and 300-400 customers at the weekend. It has sales of 200 million baht per year.