Brush-up for Chester's
Global Kitchen Co Ltd, local operator of the 15-year-old Chester's Grill restaurant chain, hopes to expand its customer base through a new "trendy and casual" restaurant style next year.
The company has already renovated six of its 118 branches with the new look.Global Kitchen's president, Sukhawat Dansermsuk, said the company would also launch health-conscious menu items in order to attract new customer groups. He said the restaurant's current main customer group was working people. Sukhawat said restaurant chains in Asia tended to renovate their shops more often, particularly fast-food restaurants, which now redecorated every three to five years instead of every eight. The company also plans to provide new services, including table service to fit the new restaurant style. Expansionwise, Global Kitchen expects to open 15-20 more branches, 70 per cent of which will be operated by franchisees. Investment of Bt5 million-Bt6 million is required for each new branch, all of which will feature the fast-food chain's new look. The company also plans to open 12 more Chester Coffee counters, both in Chester's Grill restaurants and free-standing. It currently has 16 Chester Coffee counters, 11 inside restaurants and five free-standing. Global Kitchen expects to achieve Bt1 billion in sales by the end of the year.
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