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KTC joins launch of book on dining

Krungthai Card has formed alliances with 100 premium restaurants to launch the credit-card company's first book, "KTC 100 Stories of Signature Dishes".

The book describes superb dishes from Thai and international restaurants around Bangkok, interesting stories and tips about the culinary arts, and trends of different types of restaurants.

KTC hopes the book will help increase overall credit-card spending on dining by 30 per cent before the end of 2014.

"At the beginning of the campaign, KTC will distribute the books to members of KTC Visa Infinite Card and KTC World MasterCard, and members who hold KTC debentures valued at Bt5 million or more," said Prym Panyasereeporn, KTC vice president for travel, leisure and hotel marketing. "Then KTC credit-card members and anyone interested in the book will be able to download 'KTC 100 Stories of Signature Dishes' for free from www.ktc.co.th from Christmas Eve onwards."

Pranaya Nithananon, KTC vice president for credit-card business, said: "KTC has been emphatic on marketing strategies for the lifestyle market segment, with the aim of satisfying cardholders with all types of lifestyles.

"This strategy focuses on high-end customers with high purchasing power … The major tactic of this strategy is to provide impressive privileges and experiences in order to create long-term satisfaction.

"Statistical analysis of members' credit-card spending led to the discovery that their spending on dining is one of the categories with top expense volumes. It was discovered that restaurants that have many branches can attract generic members, while hotel restaurants and standalone ones are more capable of attracting high-end members.

"In response to such findings, KTC has joined hands with 100 premium restaurants to produce and publicise the 'KTC 100 Stories of Signature Dishes' book. This is because KTC believes that not only does dining fill one's stomach, it also adds aestheticism to one's life. Hence cuisine is both art and science that requires all restaurant owners and chefs to put their hearts and souls into their work.

"Therefore, this book serves as a guide that all [KTC] members should carry along, especially during the end of the year which is the festive season.

"Furthermore, 'KTC 100 Stories of Signature Dishes' is different from others because it incorporates interesting tips and knowledge about dining and trends of different types of restaurants, including the arrangement of a dining table, the alignment of dining appliances on the table, as well as the information about trends and lifestyles that are related to dining and cuisine," she said.

Prym said: "The services of hotel restaurants tend to be more popular, because it is noticeable that the volume of credit-card spending on these restaurants is increasing consistently. This is different from the past when spending volume increased only during some special occasions or festive seasons.

"Therefore, KTC selected 30 leading hotel restaurants to join the 'KTC 100 Stories of Signature Dishes' campaign. The selected restaurants must serve foods with splendid taste and have pleasant ambiences that make the dining more aesthetic."


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