BBQ Plaza gains from targeting younger clients

Corporate September 11, 2013 00:00

By The Nation

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The Barbecue Plaza Co is aiming for revenue from its Bar B Q Plaza and Joom Zap Hut chains to rise 15 per cent to Bt2.2 billion this year after sales jumped 40 per cent after it began targeting younger customers in the first half.

First-half revenue rose 12 per cent to Bt1.2 billion from the same half of last year.
Chataya Supanpong, assistant managing director, said yesterday that the company was seeing significant success in appealing to younger people after spending Bt500 million on rebranding early this year. It will follow up in the second half by focusing on three corporate values – mastery of pan Bar B Q, value of comfort, and  delight.
“We also expect our young-to-family customer ratio to be 60:40. In terms of expansion, we will increase restaurants nationwide from currently 90 to 150 in five years. In other countries, we plan to open 15 branches in Myanmar, Cambodia or Vietnam in three years to prepare for the integration of the Asean Economic Community,” she said.
Marketing director Boonya-nuch Boonbumrungsub said the shift of its sights to young people was backed by its market research that revealed a significant insight. Most shopping-plaza customers are teenagers and young professionals who are looking for something modern and new. 
The company then tailored its marketing campaign to be attractive to them, starting with the “Refill” all you-can-eat campaign that satisfactorily surprised its customers. The campaign was highly successful in terms of sales and market response.
In the final quarter this year, Bar B Q Plaza will continue to grow the Gen Y customer base through attractive and surprising promotions and marketing activities, starting with the “Proteen” campaign, the firm said.