Kacha Brothers rejigs strategy

Kacha Brothers rejigs strategy

Mr Dej in front of the new ice cream and bakery cafe on Thong Lor Soi 13.
Mr Dej in front of the new ice cream and bakery cafe on Thong Lor Soi 13.

Nearly two decades after establishing its own food and dessert brands, Kacha Brothers Co, the operator of Kyo Roll En dessert cafe under the Kewkacha family, the owners of Safari World, has redefined its strategy for sustained long-term growth.

Dej Kewkacha, the owner and chef of Kacha Brothers, said the company learned from the challenges during the pandemic and has shifted towards expanding premium dessert cafes targeting those with high spending power.

The company plans to diversify its business by incorporating global food and bakery brands into the Kacha Brothers' portfolio, aiming to mitigate risk and foster sustainable sales growth, said Mr Dej.

Recently securing a licence from Jerome Quilbeuf, a Michelin three-star chef, the company is set to broaden the presence of the Jerome Basque Burnt Cheesecake brand in Thailand and Asia with a 10-year agreement.

The first Jerome store outside Japan opened in August in Thong Lor 13, occupying a 92-square-metre space under the same roof as Kacha Brothers' Mont Blanc, an ice cream and bakery outlet near Samitivej Hospital.

The cheesecake is baked fresh and available for purchase both at the Thong Lor store and via online channels.

"Jerome cheesecake is very popular among Thai customers, becoming a must-visit destination for Thai tourists who frequent Tokyo's Ginza district. The store often has lengthy queues, with online bookings requiring a three-month advance reservation," he said.

Mr Dej highlighted the shift in the company's strategy post-pandemic to premium products in collaboration with renowned chefs, deviating from their previous focus on the mass market.

He said there is no longer a need to increase dessert cafes extensively, as the company now prioritises carefully curated items that reflect customers' lifestyles.

"Having cultivated its own brands for 16 years, the company deems it opportune to integrate international brands into its portfolio," said Mr Dej.

He said the company has plans to import three leading light food and heavy food brands from overseas to the Thai market.

"Kacha Brothers remains committed to expanding its own brands while transitioning towards the premium market, targeting high-spending customers and niche markets which have fewer competitors and remain untapped," said Mr Dej.

"Our food business weathered the pandemic's impact well, as we adapted by developing products suitable for takeaway and delivery channels. This adaptation extended to include the sale of mooncakes, cookies and New Year gifts. With the market returning to normalcy, we resumed our expansion efforts earlier this year," he said.

The company opened the first Mont Blanc dessert cafe at Gaysorn Village in May, followed by a second branch in Thong Lor.

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