Emboldened by a resurgence of Chinese cuisine locally over the past few years, Minor Food Group Plc is set to open Riverside Grilled Fish & Mala today in Bangkok.
Thunyachate Ekvetchavit, the company's chief operating officer, said Minor Food allocated 10-12 million baht to open the first branch of the restaurant on the sixth floor of CentralWorld.
"Chinese cuisine in Thailand is experiencing a growth trajectory and continues to gain popularity among consumers," Mr Thunyachate said.
"The opening in Bangkok of Riverside Grilled Fish & Mala, a renowned Chongqing-Sichuan style eatery, will help strengthen Minor Food's portfolio and unlock the full potential for growth this year."
The restaurant is targeting a diverse customer base, including locals and foreigners with moderate to high purchasing power.
Riverside Grilled Fish & Mala offers an extensive menu of authentic Sichuan dishes, including appetisers, main courses, side dishes and enticing desserts. All these foods are served amid a captivating ambience, designed to evoke a modern Chinese setting aimed at the younger generation, first jobbers, professionals, family and group gatherings.
Thailand is the third country in which the brand has established a presence, following China and Singapore.
Thunyachate Ekvetchavit, chief operating officer of Minor Food Group (left) and Nantaphon Jaengbutrsri, associate vice-president of Riverside Grilled Fish, a subsidiary of The Minor Food Group Plc.
Minor Group partnered with a Chinese company in 2012 to operate Riverside Grilled Fish in China, eventually acquiring 100% ownership in 2017.
With more than 140 restaurants in China and five in Singapore, Riverside Grilled Fish has become one of Minor Food's top revenue contributors, alongside The Pizza Company, The Coffee Club and Swensen's ice cream.
"This is the first time Minor added a Chinese restaurant. Operating a Chinese restaurant is not easy as it requires a high level of skill, but we see opportunity in this food sector because it is a unique offering and a strong concept," said Mr Thunyachate.
The Chinese restaurant market in Thailand is estimated to be worth 5-6 billion baht.
New Chinese restaurants, both in the form of individual establishments and chain outlets, have entered the Thai market in recent years.
To leverage this thriving market, the company plans to open a second Riverside Grilled Fish & Mala restaurant at Central Plaza Rama 9 at the end of this month.
Minor Food wants to operate 10 branches of the eatery in the country within 3-4 years, he said.
The firm is conducting a feasibility study to explore the expansion of Riverside Grilled Fish & Mala in other Asean member states, said Mr Thunyachate.