It’s not just small restaurant businesses that are affected by COVID-19. But the big restaurant business like The Pizza Company clearly said that hit hard after the state did not help and prevent them from participating in various state measures such as “half each person” Despite the revenue from delivery to help support the business. But the overall income is negative. Causing the target now to expect to recover, not negative, is satisfied
Ensuring business opportunities
Mr. Panusak Suedebun, general manager of The Pizza Company, under the operation of The Minor Food Group Public Company Limited, revealed that the overall pizza market has declined since the epidemic situation entered the 3rd round because of the opening and closing. Many restaurants around and consumers are not confident that they will come to sit and eat in the shop.
Therefore, the overview of income before COVID-19 All three services are dine-in. Take home and delivery The proportion was 33% during the covid period in this quarter. The proportion of revenue is divided into 70% delivery, 30% take-out, and 10% dine-in. Currently, there are 405 branches open, bringing total revenue this year is expected to be over 7,000 million. baht
“The best solution in this situation is to have the vaccine available as quickly as possible. so that all people are confident and dare to come out and live next year if the country will open Brands have to find new products. to attract more people to come and eat in the restaurant Because now, just walking out of the mall, people are still very worried. Even the mall itself has to look for new business. Let’s encourage people to be more confident and go into the mall as well.”
The Pizza Company also hopes for the government to consider the conditions for allowing corporate restaurants to be able to spend half as well. because the store was also affected Even the company will launch new campaigns. Stimulate the market all the time But now we have to assess the situation on a monthly basis. In order to launch campaigns to keep up with the needs of customers while maintaining sales.
“We estimate the purchasing power of consumers right now is very low. because many people are unemployed The money was rarely the same. Today, we still have a lot of orders coming in from the use of deals and discounts, both discount, exchange, giveaway that we do continuously. We also have to assess how October will open the city to drive the market on a month-to-month basis.”
Adjust plans every month to create a chance to survive.
If going back to the first round of covids, it hasn’t affected much. Because everyone still has the power to spend and adjust their behavior to order online, but when it comes to this year (2021) compared to last year (2020), it must be said that sales have dropped 15% from the overall pizza market 4,000 -5,000 million baht. If the country opens, everything can return to normal business. We expect that our business will take at least 3-6 months to recover, but if it’s not open yet, we still have to adjust. before mocking the main policy of the country
“We expect it may take time to sit back and dine in the restaurant. Because pizza, people can order delivery. When they sit and eat at the restaurant, they want to experience the food like Shabu, Grill, Buffet first because they have been away for a long time. As for pizzerias like us, we think people will start coming back to eat in about 6 months.”
The Pizza Company is part of Minor Food. During the lockdown, we have a 40% stake in our core business if we ease back into normal circumstances. It is estimated that we will have a 20% revenue share in the group because other food businesses It will likely recover as well.
However, the marketing budget of this campaign will be at 30 million baht, like every campaign because it needs to stimulate the market. Communication and promotions This time, we focus on compressing the discount budget to stimulate spending instead of creating awareness. because we estimate that if the situation returns to normal But people have changed their behavior to order delivery until they are used to it. The delivery channel is therefore still important. which customers can order on both the website and the application
In addition, The Pizza Company has adapted its storefront to become a cloudkit for both its own and more affiliated businesses. With the Cloud Kitchen Network now having more than 160 branches, some Minor Food chains have been introduced. like Sisler Bonchon, gathered in dozens of stores together. To allow customers to order and receive food quickly as a complete network
As for employees, they have to adjust a lot. Some were sent to help branches that had a lot of orders. or to help spread in other businesses But there are some that have to stop working first. It is considered another adjustment of the plan to maintain the business all the time.
Record 1 get 1 free campaign for a special time.
The buy 1 get 1 campaign is usually done during special times like the company’s anniversary. But in order to meet the needs of customers, The Pizza Company has organized a marketing promotion campaign “Buy 1 Get 1 Free” “Special round, every page, every edge, every channel, every day”. Unlimited purchase of pizza toppings Unlimited edges, no restrictions on the type of dough, either thick, soft or thin, including New York Pizza XXXL 18 inches, also join the campaign. It also covers both dine-in and delivery via 1112, The Pizza Company 1112 application, 1112 Delivery application, and partners including Lineman, GrabFood. Panda or the latest Robin Hood from today to November 8, 2021, starting at only 239 baht.
In addition, The Pizza Company has also launched a new menu for bacon lovers, namely “Breakfast Bacon Pizza”, American Pizza Crispy Bacon. To be delicious and full of bacon. Delicious, full of edges, crispy over the face and “Giant Cheese Sausage Wrapped With Bacon” and the new edge is full of crispy bacon. and a firm, bouncy cheese sausage wrapped in a crispy crust on the outside and soft on the inside for bacon lovers to enjoy a full bite of bacon and cheese sausage. The aforementioned menu is also part of the Buy 1 Get 1 campaign as well, with a special promotion of 2 trays starting at only 439 baht. For this special menu, you can order via 1112 call channel and The Pizza application. Company 1112 only. It can be said that when ordering through the aforementioned channels, it will be full and worthwhile. because you can choose every menu There are pizza toppings to choose from as you like.
The post big restaurant chain If next year does not open the country Business is hit hard appeared first on Thumbsup.
