The Pizza Company, owned by SET-listed Minor Food Group, is revamping its brand and restaurant concept to cope with the potential impact of the new Covid-19 variant and sustain its sales growth.
The company launched "The Pizza Company Signature" to create a new dining experience, both in terms of the restaurant design, logo and new menu lines that are described as more premium than before, while being enticing enough to reach more teenagers.
The inaugural and flagship branch under The Pizza Company Signature was officially opened on Tuesday at the company's Seacon Square Srinakarin branch.
"This marks a major change in the 21 years of the brand's establishment in Thailand. This first Pizza Company Signature restaurant at Seacon Square Srinakarin serves not only pizza products but also menus from fish, river prawn, beef and pork. It is expected to help address the pain point of The Pizza Company that is seemingly viewed by first jobbers and teenagers as old fashioned," said Panusak Suesatboon, the company's general manager.
According to Mr Panusak, if the first branch of the Pizza Company Signature draws a positive response from customers, the company is set to transform the 10 existing branches of The Pizza Company in Bangkok into The Pizza Company Signature restaurants next year.
In a related development, the firm on Tuesday launched "Chick-A-Boom", a new American fried chicken brand to tap into the lifestyle of the new generation of consumers.
Mr Panusak said both Chick-A-Boom and The Pizza Company Signature will be the firm's new business pillars to help increase sales of The Pizza Company next year.
"With the new restaurant concept, customers will have more reasons to come to dine-in restaurants," he said.
Currently, the dine-in business contributes only 20% to The Pizza Company's sales, down from 30% before the pandemic.