Flagship restaurants at CentralWorld
Nathapol Montolsophon, business-development director of the Central Restaurant Group.
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The Central Restaurant Group (CRG) yesterday announced that the flagship outlets for each of the five restaurant chains it operates would be located at CentralWorld on Bangkok's Rajdamri Road.
Mister Donut, Auntie Anne's and Baskin Robbins outlets are already operating at the mall, while KFC and Pizza Hut - the two other brands CRG operates in Thailand - will be opened in the next couple months CRG business-development director, Nathapol Montolsophon, said it had spent almost Bt20 million decorating its first three restaurants in CentralWorld, which occupy more than 300 square metres on the sixth floor. "Unlike our conventional stores, new menu innovations at our flagship outlets at CentralWorld, including the coffee zone, have been designed to meet the lifestyle of young people working in the area," said Nathapol. The Mister Donut outlet has been decorated to have a yellow-toned, "living room" atmosphere and also features a micro donut kitchen to demonstrate the donut-making process. "We've also created exclusive menu items such as Choco Bites and French Crullers that customers can only find at the Mister Donut flagship store in CentralWorld," said Nathapol. The Auntie Anne's restaurant at the mall also has exclusive menu items such as vegetable and tomato soups, chicken and ham salads and pretzel sandwiches, as well as offering table service. CentralWorld's Baskin Robbins is the first in Thailand to feature the "cafe style" used in outlets in South Korea, said Nathapol. More than 18 flavours of ice cream are on offer at the flagship outlet in order to back Baskin Robbins' positioning as the flavour innovator in the ice-cream market. CRG operates 444 food outlets throughout Thailand, 51 of which were opened between September 2005 and September this year. Mister Donut outlets account for 171 of the restaurants, while KFC accounts for 124 and Auntie Anne's 80, with Pizza Hut and Baskin Robbins making up the rest. Almost 90 per cent of CRG restaurants are located in shopping malls. "We will maintain our aggressiveness in opening new outlets in locations such as hypermarkets, office buildings, hospitals and schools," said Nathapol, adding that rapid expansion would help maintain CRG's revenue growth, particularly considering the increase in property developments in Bangkok and the major provinces.
Kwanchai Rungfapaisarn
The Nation
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