mos burger firm on thai expansion

The Nation

MOS Foods (Thai-land), the local operator of Japan's MOS Burger restaurants, is committed to continuing the expansion of its chain despite the country's economic difficulties.

"We plan to open our sixth MOS Burger outlet at The Emporium shopping centre on March 31, while the seventh MOS Burger will be opened on April 21 at Central Festival Pattaya Beach," Yasumasa Asai, chairman of MOS Foods (Thailand), said yesterday.

He said another two restaurants would be opened later this year in Bangkok. Those outlets will require an investment of about Bt10 million each.

"We expect to achieve a 60-per-cent increase to about Bt200 million in sales this year, including those generated by newly opened stores," said Asai.

However, the growth estimated for same-restaurant sales is about 10 per cent.

He said MOS Burger would allocate Bt40 million for marketing this year.

The company will launch about 12 new dishes this year, including a lettuce burger, which will target more health-conscious consumers. MOS Burger restaurants now offer 30 options to customers.

Asai has been appointed manager of the Organisation to Promote Japanese Restaurants Abroad's office in Bangkok.

The office's priorities are to create a management and membership system; collect and exchange information, as well as creating questionnaires relating to food service in Thailand; publicise academic materials on better Japanese cooking techniques; hold seminars and workshops concerning cooking techniques and hygiene standards, featuring specialist speakers from Japan; enhance personnel via an exchange programme between cooking schools and associations in Thailand;as well as support efficient logistics for imported foods from Japan.