Bangkok, 7 August 2025 – The Minor Food Group Public Company Limited, a leading restaurant operator in the Asia-Pacific region, is pressing forward with its bold five-year strategy under the theme ‘Passion for Growth’, aiming for exponential expansion through to 2029. With a focus on franchising to support an asset-light model, Minor Food is positioning itself as the Global Franchisor of Choice, while simultaneously launching a new brand: ‘The STEAK&MORE’.
Thunyachate Ekvetchavit, Chief Development Officer at the Minor Food Group, stated, “The food and beverage sector in Thailand and globally is undergoing a period of recovery and renewed expansion, while consumer behaviour continues to evolve rapidly. Businesses must remain agile in adapting to this changing landscape. Minor Food understands this context well, and through the 'Passion for Growth' strategy, we’re setting the course for sustainable organisational growth from 2025 to 2029. The core focus is to strengthen the business model by collaborating with franchise partners in high-potential markets around the world, aiming to boost investment efficiency and overall returns. At present, Minor Food’s portfolio comprises over 30 brands and more than 2,700 outlets in 24 countries, including 1,300 franchised outlets, which account for 48% of total operations—demonstrating strong prospects for future franchise-driven expansion.”
In alignment with the current trends, Minor Food will implement its restaurant expansion strategy through three key pillars:
Expanding franchise brands domestically across Thailand, particularly popular names such as Bonchon, Dairy Queen, and GAGA, to meet the increasing demand nationwide. The company is also introducing new store formats such as Dairy Queen stand-alone modular store co-located with convenience stores in dense residential areas, making them more accessible to customers seeking convenience close to home.
Accelerating international expansion in countries such as Indonesia, where Dairy Queen and GAGA are actively growing, as well as in other key markets across Asia including China, Singapore, Australia, Japan, CLMV countries, and the Middle East. This will be driven by core brands such as The Pizza Company, Swensen’s, Sizzler, and The Coffee Club.
The development and expansion of new brands aligned with fast-growing food trends. This includes in-house brand creation, strategic joint ventures, and acquisitions of high-potential brands. A prime example is the debut of ‘The STEAK & MORE’, an original Minor Food brand crafted for consumers who enjoy bold,
flavour-packed steaks at accessible, value-for-money prices.
“By 2029, Minor Food aims to operate more than 4,500 food and beverage outlets worldwide, with over 2,500 of those—or 56%—run under the franchise model. This goal reflects our belief in the franchise strategy as a powerful engine to elevate our portfolio brands to a global stage, while creating long-term value for all stakeholders—employees, customers, franchise partners, as well as business allies.” Thunyachate concluded.
For further information, please visit: www.minorfood.com
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