Published on January 26, 2006

The Geneva-based owner of Coffee World and other fast-food chains is promoting Bangkok as a centre for business development in order to expand its franchises globally.

Global Franchise Architects Co Ltd (GFA) is a Swiss holding company that operates restaurant franchises on an international scale, with a focus on Asia. The company has been in Thailand for almost eight years.

The company is diversified here with the Coffee World, New York Deli, Pizza Corner, and Cream & Fudge brands. Two new chains are scheduled to be launched this year offering dessert products.

“We have a strong business infrastructure in Bangkok, including a product laboratory and business and product development divisions. The Bangkok facilities will be for developing food and beverages to be sold domestically and abroad,” said domestic franchise director Thawatchai Thongcharoen. He said that GFA currently had local 60 Coffee World outlets, along with six Pizza Corners, four New York Delis and two Cream & Fudges.

“We would like to open another 30 outlets in those four major brands in Thailand this year, and to raise the ratio of franchised stores from the current 30 per cent to more than 40 per cent,” said Thawatchai, adding that the company planned to spend more than Bt100 million this year on marketing activities to promote brand awareness and open new stores and renovate existing ones.

Arnaud Darguesse, Cream & Fudge’s brand manager, said that Cream & Fudge was targeting premium ice-cream lovers, with a retail price of Bt70 per scoop.

Kwanchai Rungfapaisarn, The Nation

Post your comment to this story here