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Published on August 10, 2007

Group managing director Nadim Xavier Salhalni yesterday said one new outlet would be located in Pattaya's J Avenue shopping complex. In Bangkok, two more will open in Vichaiyut Hospital and one each in CentralWorld and Siam Square.

He said the cost of building the new stores depended on size and type, varying from Bt4 million to Bt10 million each. Imported baking equipment is the costliest part of each store's investment.

"Whenever we find a good location that suits our awareness and growth strategy, we open an outlet," said Salhalni, adding that the company's policy was to open one store at a time.

Au Bon Pain has improved its image and menus since entering the Kingdom 10 years ago. It has added vivid yellow to its original logo, expecting to apply it to all outlets next year. It also started a delivery service three months ago.

Salhalni said the company's year-to-date sales growth was 8 per cent, up from 4 per cent last year. Each outlet recorded about 9,000 receipts a day, with average spending per bill growing 6 per cent from last year.

Thirty-five per cent of Au Bon Pain's revenues are generated from beverages, 25 per cent from sandwiches, 20 per cent from bakery items, 7 per cent from salads and 3 per cent from soups. Revenue breakdown on meal times shows that lunch contributes 50 per cent, breakfast 22 per cent, afternoons 16 per cent and dinner 12 per cent.

Salhalni said that since the beginning of the year, Au Bon Pain had seen improvement and growth in both its catering and its delivery services. Year-to-date revenues from catering grew 47 per cent and from delivery 30 per cent.

"Our customers like us, as we bake fresh twice daily. About 90 per cent of our products are zero-gram trans fat," he said, adding that the company found Au Bon Pain outlets in hospitals to be very successful, with two-digit growth in sales. Currently, ABP Cafe (Thailand) manages two Au Bon Pain outlets in Bumrungrad Hospital and one each in Bangkok Hospital and Samitivej Hospital.

Salhalni said about 70 per cent of customers were Thais and the rest expats. The majority are female, with many professional and blue-collar women.

ABP Cafe (Thailand) yesterday also celebrated its 10th anniversary of success in the Thai market. The first Au Bon Pain opened in the Sindhorn Building on Withayu Road in July 1997.

There are almost 300 Au Bon Pain stores around the world, with 250 in the US, its main market. Thailand is second with 36 by the end of the year.

Sasithorn Ongdee

The Nation