Bistro Asia Co under Thai Beverage (ThaiBev) is ramping up its food business, opening its first food court and developing a Western restaurant brand in an effort to increase sales to reach 2-3 billion baht over the next three years.
According to Paisarn Aowstaporn, the company's managing director, the company opened Food Street -- its first flagship food court -- at Queen Sirikit National Convention Center (QSNCC) last month.
Food Street will be a prototype for other locations in the future, including Bangkok One, a mixed-use project on Rama IV Road scheduled to open in 2024, he said.
Mr Paisarn said Food Street provides a new image and offerings never seen before at other food courts in Thailand.
Food Street is the seventh food brand under Bistro Asia after following Hyde & Seek, Baan Suriyasai, So asean café, So asean restaurant, Man Fu Yuan and Rajpruek Club.
"The opening of Food Street at QSNCC offers a new experience to customers as it uses more digital options to solve customer's pain points," he said.
Food Street has four zones, comprising 18 permanent popular food vendors and eight that will be rotated every three months, said Mr Paisarn.
"With 17 years of experience with ThaiBev's food business, Food Street is the most challenging because the competition is very fierce and there are many food courts available across the country. A food court doesn't mean gathering famous food vendors under the same roof -- rather customer experience is the new battle," he said.
Apart from the food court, the company is developing a new premium Western restaurant concept, which is inspired by the famous restaurants of Italy. The new premium Western restaurant will be opened on the second floor of QSNCC by the middle of next month.
Mr Paisarn said Bistro Asia's business has been gradually recovering from the pandemic since September 2021 and the situation has improved since January this year with sales between January and last month growing by 76% over the same period last year.
He attributed the sales growth to a strategy adjustment of each food brand, by launching dishes that match its brand position and putting greater focus on the delivery platforms and brand awareness.
Moreover, the company has expanded the product lines for each brand while offering a personalised service to customers and the chef's table services.
For the company's fiscal 2023, which begins this month, Mr Paisarn said the company will focus on restaurant expansion, omni-channel development, an extension of product lines and brand building.
It will open a new Hyde & Seek restaurant with a bar and light music at Silom Edge on Nov 15.
Robots are being considered for use at its Chinese restaurant for a competitive advantage and efficient labour costs, while packaged food products under the Baan Suriyasai brand are being developed and scheduled for market rollout soon, he said.
The company expects sales of 2-3 billion baht in the next three years, said Mr Paisarn. He did not disclose sales figures for last year or this year.