Arun: We offer Shanghai food that is different from the Cantonese food found in almost all Chinese restaurants here.

Shanghai Food, which operates Chinese fast-food restaurants under the brand Shanghai Ziao Long Pao, plans to invest Bt200 million in the next three years by opening premium restaurants and 100 express kiosks.

After opening its first branch in 2003, the company now has 10 outlets that generated revenue of Bt150 million last year.

It is spending Bt10 million to open Gold Shanghai Xiao Long Pao at Bangkok's CentralWorld. The restaurant, which opens on March 1, will focus on the upper market by offering authentic Shanghai food cooked by a chef from the Chinese city.

Managing director Arun Eamsureya yesterday said the company would spend another Bt40 million to open three more branches of Gold Shanghai Xiao Long Pao in the capital's central business district later this year.

In the longer term, Shanghai Food will spend Bt150 million to open two or three more branches of Shanghai Xiao Long Pao and 100 express kiosks in superstores.

Arun said demand for Chinese fast-food restaurants had increased strongly in the last three years.

"Our business concept is different from other Chinese restaurants. We have a modern style and also offer Shanghai food that is different from the Cantonese food found in almost all Chinese restaurants in Thailand," he said.

On average, customers spend Bt180 per head at the company's branches. It expects sales of Bt200 million this year.

"We have set a marketing budget of 10 per cent of sales, or Bt20 million, to promote the new branches and for promotions, including discounts for customers who pay via our credit-card partner," he said.

In January, the company experienced a 20-per-cent drop in business following the New Year's Eve bombings in Bangkok, but Arun is confident its new branches and marketing will boost sales to meet its target.

Somluck Srimalee

The Nation