Over the past year through 2021, the food industry has been facing a major challenge from the COVID-19 crisis. Which consumers eat less at restaurants And the confidence in spending less as well Many businesses have to adjust their strategic plans to cope with the uncertainty.
Recently, CRG (CRG) revealed a large business plan, “CRG 2021: TRANSFORM FOR THE FUTURE”, to focus on 5 key strategies to meet all lifestyles, customers, joining forces with 16 restaurant chains. Meet the needs of customers of all lifestyles Entering into delivery business, launching Cloud Kitchen and boosting e-commerce platform Set a target of over 12,000 million baht
Nat Wongpanit President company Central Restaurant Group Ltd. (Central Restaurants Group Co., Ltd) or “CRG (CRG)” revealed that the company was ready to advance its growth business in 2021 after the government went ahead with the COVID-19 vaccine program. Thailand thoroughly and Thailand has more obvious signs of economic expansion. Both in terms of purchasing power and people’s purchasing confidence. By CRG set a large set of forward strategies under the plan CRG 2021: TRANSFORM FOR THE FUTURE Towards the goal of being a restaurant network that transcends all restrictions
Highlight 5 main strategies
Answer the needs of various customers and complete in 1 meal
Relying on the strength of a restaurant network of 16 brands, 1,100 branches, 10,000 employees and 800 menus to serve the needs of customers of all age groups. And every lifestyle
The new shop layout strategy, Shop in Shop, opened Arigato counter in conjunction with Mister Donut Shop and Cross Sale strategy for all brands, such as bringing Brown Café menus for sale in Katsuya stores to increase New options and more complete customer needs
Ready to join forces between brands to develop products and services such as Thai Terrace and Aroi Dee pilot development of more than 10 menus made from organic hemp As well as have plans to expand to other brands in the future
Expand new models that reach customer lifestyles.
Look for new areas For example, preparing to launch Mobile Box Model in gas stations and Mini Kiosk, following the previously launched Delco modal and flexible expansion of branches. Effectively reach customer groups in various locations and communities.
Delivery service and Class Kitchen
The goal is to expand the delivery service to cover as much as possible. Aiming to open up to 15 cloud kitchen locations this year And carpeting all over the country at least 50 by 2023
Go online and penetrate digital marketing strategies
Focus on Online to Offline, increasing distribution channels through leading e-commerce and online shopping platforms such as JD Celtral, Shopee and LAZADA.
New brand launched
This year, CRG will have at least a few new restaurant brands and open up partnerships with new restaurants. It is a strategy that can break through the COVID crisis and achieve win-win success for both parties.
Last year, CRG had a new partner and was very successful. For example, Salad Factory is able to drive sales through the delivery channel by 400% and this year aims to drive total sales to double the growth.
Confident in the 64 economy, set a sales target of 1.2 billion baht.
Mr Nat reiterated that during the 2020 COVID crisis, CRG has continuously adjusted its plans to keep up with all situations and relying on its strength to overcome negative factors even though the overall income of the past year has not grown. But can double sell through new channels and new businesses, especially delivery and online marketing. The rate of growth is very high.
For the year 2021, the company is confident that the Thai economy has begun to recover from the government’s excellent control of the spread of COVID. Even if there is a new wave of events or new clusters to build confidence among customers Employment and tourism are likely to return to growth soon, with CRG preparing all aspects and setting a target for this year’s revenue growth of nearly 18-20% over the previous year, or more than 12 billion baht.
However, the competition in the restaurant business will be more intense and highlight the online digital delivery battlefield. This is because the competition is no longer limited to the major food business chains. But there are still big conglomerates outside of the food business that have jumped into new players. SME Group And small entrepreneurs who are interested in the food business As a result, the overall picture of the restaurant business is likely to continue to grow.
