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US food industry seeks opportunities in Thailand

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US govt encouraging companies to do business in Thailand, especially franchises. Trade fair promoting Thai-US business will run from May 30 to June 2 at Central World. 

One of many restaurants in Japan of the US food chain Denny's. 578 out of Denny's 1600 restaurants are in Japan. (Source: Wikipedia)

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RESTAURANTS

Several American food chains invading Thailand

27 May 2013
Pitsinee Jitpleecheep

A dozen US food franchises along with several other foreign companies will flock to Thailand, which is recognised as a growth engine in Asean.

The franchises comprise Denny's, a family restaurant chain; Rita's Italian Ice; Fuddruckers (burgers and steak); The Melting Pot (fondue); Round Table Pizza; Grease Monkey Garage, an auto maintenance centre; Moe's Southwest Grill; Precision Tune Auto Care; Rocky Mountain Chocolate Factory; Chuck E. Cheese's (children's amusement and pizza); Schlotzsky's (deli); Steak 'n Shake; and Honolulu Coffee Co.

Business matching between Thai businessmen and representatives of US franchises will be held at the Aetas Hotel on Soi Ruamrudee on Wednesday.

More information on all 12 US franchises will be available at the USA Fair running at CentralWorld from May 30 to June 2.

Dean Matlack, commercial attache at the US embassy, said the strong baht will benefit Thai investors by lowering investment cost.

"Thailand is in a good position to benefit from the Asean Economic Community. Thai consumers are open to US brands, and the significant growth of the franchise market here means the country is highly regarded among US companies," he said.

Franchise businesses grew by 20% here last year. There are 370 franchise brands available in Thailand, and the number is expected to jump to 500 in five years.

Of the present 370, some 85% belong to local operators while 15% remain foreign brands.

Among foreign franchise brands, there are 18-20 US brands, representing only 5% of the total foreign labels.

Apart from franchises, the US Commercial Service Department may encourage US firms in other sectors to expand their business to Thailand.

Trade between Thailand and the US was worth US$40 billion last year.

Companies from other countries also plan to expand their food businesses to Thailand. Many of them presented themselves at the Thaifex - World of Food 2013 exhibition at Impact Muang Thong Thani last week.

Angelica Niero, a representative of Balas Boavistense SA, the maker of flat lollipops with icing tongue tattoos from Brazil, said the company is interested in expanding into Asean as part of its plan to boost its international business by 7% this year.

Balas Boavistense products range from flat and ball lollipops to jelly candy, hard candy and chewing gum and are available in 50 countries.

But in Asia the company has entered only the Chinese and South Korean markets to date.

"We are looking for people interested in distributing our products here. Our products are very competitive, because Brazil produces about 42% of the world's sugar," said Ms Niero.

(Source: Bangkok Post, RESTAURANTS, Several American food chains invading Thailand, 27 May 2013, Pitsinee Jitpleecheep, link


Food Industry Vocabulary

chains - retail chains, large companies owning stores in many places, a group of stores operated by the same company ร้านค้าในเครือ (คนไทยเรียกทับศัพท์ว่า เชน เช่น 7-Eleven, ลูกชิ้นนายฮั่ง เป็นต้น)
food chains

franchise -
when a small business person buys the rights and things needed to run an already successful proven business from a larger company (See Wikipedia)
food franchises

Denny's -
a US food chain with 1,600 restaurants around the world with 578 in Japan (See Wikipedia)

trade fair
- an exhibition organized so that companies in a specific industry can showcase and demonstrate their latest products, service, study activities of rivals and examine recent market trends and opportunities, also called trade show, trade exhibition or expo (See Wikipedia)

trade - the buying and selling of goods
trade between Thailand and the US

Trade between Thailand and the US was worth US$40 billion last year.

exhibition - a public show where art or other interesting things are put so that people can go and look at them นิทรรศการ, งานแสดง

Many companies presented themselves at the Thaifex - World of Food 2013 exhibition at Impact Muang Thong Thani last week.

invade -
บุกรุก
Several American food chains invading Thailand

flock - when a large number of people go to a place because it is interesting or pleasant แห่กันไป  a group of birds, sheep or goats ฝูงนก
foreign companies will flock to Thailand

economic growth - when business and incomes in an economy increases over time

growth engine - something that causes growth
a growth engine in Asean

recognise - when people or experts accept and say that something is or does something (example: China is recognized as the largest economy in Asia)
recognised as a growth engine in Asean

A dozen US food franchises along with several other foreign companies will flock to Thailand, which is recognised as a growth engine in Asean.

chain - a group of businesses (restaurants, hotels, etc.) owned by the same company บริษัทต่างๆที่อยู่ในเครือเดียวกัน
a family restaurant chain

fondue - a Swiss, French, and Italian dish of melted cheese served in a pot over a little stove eaten by dipping  forks with bread into the cheese (See Wikipedia)

maintenance - work that is done to keep something such as a building, machine, or piece of equipment repaired and in good condition การซ่อมบำรุง
auto maintenance centre

precision
- accuracy, exactness, sureness ความแม่นยำ, ความเที่ยงตรง
Precision Tune Auto Care

amusement - doing things for fun or to amuse yourself in your free time, entertainment กิจกรรมที่ให้ความบันเทิง, สิ่งที่ทำให้สนุกสนาน
children's amusement


comprise - to consist or be made up of two or more things ประกอบด้วย

The franchises comprise Denny's, a family restaurant chain; Rita's Italian Ice; Fuddruckers (burgers and steak); The Melting Pot (fondue); Round Table Pizza; Grease Monkey Garage, an auto maintenance centre; Moe's Southwest Grill; Precision Tune Auto Care; Rocky Mountain Chocolate Factory; Chuck E. Cheese's (children's amusement and pizza); Schlotzsky's (deli); Steak 'n Shake; and Honolulu Coffee Co.

business matching - the activity of helping companies meet other companies that can provide things they need (example: parts or raw materials supplier)

business matching between Thai businessmen and representatives of US franchises will be held at the Aetas Hotel on Soi Ruamrudee on Wednesday.

running -
an event is happening or "going on" (during this time)
running from May 30 to June 2

More information on all 12 US franchises will be available at the USA Fair running at CentralWorld from May 30 to June 2.

embassy - a group of officials who represent their government in a foreign country สถานทูต
the US embassy

commercial - related to business; for business purposes
attache - an official at an embassy in charge of a subject or activity, examples: military attache, cultural attache (See Wikipedia)

commercial attache - the official at an embassy in charge of business and trade relations between the two countries
commercial attache at the US embassy

investment
- taking your money and putting it into projects to make a profit or earn interest (buying stock shares, bonds, real estate)
lower investment cost

benefit - to get help or an advantage from something ผลประโยชน์
the strong baht will benefit Thai investors by lowering investment cost.

Dean Matlack, commercial attache at the US embassy, said the strong baht will benefit Thai investors by lowering investment cost.

consumers - people who buy things or services (individuals and families)
Thai consumers

brands - products with well-established names that people remember, that create a certain image and expectations about the product
US brands

open to -
will accept, willing to try new thing
Thai consumers are open to US brands

significant - important สำคัญ
significant growth

franchise - a formal agreement for someone to sell a company's products or services in a particular place การขายระบบแฟรนไชนส์ คือมีสาขาของร้านค้า เช่น 
the significant growth of the franchise market here

"Thailand is in a good position to benefit from the Asean Economic Community. Thai consumers are open to US brands, and the significant growth of the franchise market here means the country is highly regarded among US companies," he said.

expected - believe will happen คาดว่า (จะเกิดขึ้น)
the number is expected to jump to 500 in five years

Franchise businesses grew by 20% here last year. There are 370 franchise brands available in Thailand, and the number is expected to jump to 500 in five years.

local - in or related to the area that you live, or to the particular area that you are talking about ท้องถิ่น
operators - companies doing some business
local operators

Of the present 370, some 85% belong to local operators while 15% remain foreign brands.

label - a brand name, a name that is used to sell a range of goods to the public, especially food, clothes or music; the goods themselves
foreign labels - brand names from other countries

Among foreign franchise brands, there are 18-20 US brands, representing only 5% of the total foreign labels.

expand
- to become larger ขายตัวออกไป
expand business to Thailand

encourage - give energy to continue doing activity, motivate, give confidence ปลุกใจ
encourage US firms to expand their business to Thailand

Apart from franchises, the US Commercial Service Department may encourage US firms in other sectors to expand their business to Thailand.

representative - a person who has been chosen by an organization or company to do things for the organization such as make statements, provide info or make decisions
a representative of a company

international - between countries ระหว่างประเทศ
international business

boost - to increase; to strengthen เพิ่ม; ทำให้มีกำลังมากขึ้น
boost international business

its plan to boost its international business

Angelica Niero, a representative of Balas Boavistense SA, the maker of flat lollipops with icing tongue tattoos from Brazil, said the company is interested in expanding into Asean as part of its plan to boost its international business by 7% this year.

range - a number of different things that are of the same general type ขอบข่าย, ประเภท

Balas Boavistense products range from flat and ball lollipops to jelly candy, hard candy and chewing gum and are available in 50 countries.

enter a market - when a company starts selling it products to a new group of customers for the first time

But in Asia the company has entered only the Chinese and South Korean markets to date.

"We are looking for people interested in distributing our products here."

competitive - when a product is worth buying because it has price, features and quality that makes it good or better than other products
our products are very competitive

Our products are very competitive, because Brazil produces about 42% of the world's sugar," said Ms Niero.

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