Thai restaurant company Zen Corporation Group has acquired Tummour, an Isaan-food chain with more than 123 restaurants in Thailand and elsewhere in Southeast Asia.
Zen Group’s portfolio consists mostly of Japanese brands, and it says the acquisition of Tummour is a strategic move that will help it meet market demands and expand its customer base through delivering an authentic Thai dining experience, as well as expanding its franchise business outside Thailand.
Zen chief executive officer Sakkanon Chirathivat said: "We are confident that Tummour is the perfect fit for the group as it will further strengthen the company's expertise in the restaurant business and diversify our portfolio with the much needed Thai flavour.
“Furthermore, the acquisition is in line with Zen Group’s development strategy that leverages our business through the franchise model.
“We are looking forward to Tummour’s first appearance at THAIFEX 2017, where it will join the 12 existing restaurant brands under Zen Group, including AKA and On the Table, reinforcing our commitment to embracing the global restaurant market.”
THAIFEX runs from May 31 to April 4 at the Impact Trade and Convention Centre.
Now more than 25 years old, Zen Group runs more than 80 branches of Japanese brands such as Zen, AKA and On the Table. It says the addition of Tummour is aimed at reinforcing Zen Group’s leadership in the restaurant business and expertise with a continued focus on quality ingredients, meticulous cooking, and impeccable service.
Thanyachate Ekvetchavit, chief commercial officer of the group, said: "Zen Group's expertise allows us to leverage each brand’s strengths and business opportunities. Our new focus on franchising shows that our commitment stretches beyond providing great dining experience, but is also aimed to strengthen the industry in general.
“We are confident that investors and entrepreneurs will benefit from our years of expertise, and hope that together it will allow us to become a leading franchise chain group in Asia.
"The global eating-out trend positively affects the restaurant industry’s growth in Thailand and the region, and we expect this growth to continue this year. With estimated growth of 20 per cent, we plan to open 60 local and four to five overseas outlets by the end of 2017, cementing our group’s strong leadership in the market.”
Siruwat Chatchawan, the group’s head of Thai food business, added: “Tummour’s status as one of the most famous Thai Isaan food brands comes from the focus on quality produce, great service and staying true to Thai roots.
“We are very excited to have Tummour at THAIFEX as it conveys a strong message of the brand’s commitment to expand its business and showcase the potential of Thai brands. Furthermore, we are delighted to offer master franchising contracts for outlets in overseas markets. We expect investors to share our excitement as this franchising expansion has the potential to boost the restaurant-business market domestically and internationally.”
Tummour dishes feature such ingredients as fermented fish sauce, jaew sauce and pad mee mour, and are available nationwide.
Additionally, Tummour has announced its “Eat Like a Thai” campaign that emphasises the brand’s identity and is aimed at building meaningful relationships with customers. With a budget of more than Bt20 million, the brand is integrating traditional and online channels to communicate with the target audience efficiently.