Food Passion Co., Ltd., the leading restaurant business in Thailand famous brand owner Bar B Q Plaza, Chana and Red Sun show their success in changing their business through the COVID crisis, earning more than 2,700 million baht in revenue from the first 3 quarters of 2022, announcing a move towards sustainability through the concept of Go Beyond with Triple Bottom Line: People, Profit and Planet in being more than just a healthy business. But it must be good for both human beings and good for the world and able to generate profits and grow the business sustainably with the 3GO Beyond strategy as a secret formula for success. Ready to set a revenue target for the year 2022 to surpass 3,500 million baht and the year 2025 at 4,500 million baht.
Mrs. Chataya Suphanpong, Chief Executive Officer of Food Passion Co., Ltd., said that the overall picture of 2022 can be considered that we have gone through challenging times and were able to quickly turn the situation around to generate revenue and profits by 3 quarters. past It has a growth rate higher than 2021 by as much as 80%, representing a revenue of 2,700 million baht, considered similar to the income before the COVID situation in 2020, divided into income from the restaurant business in the chain, namely Bar-B-Q Plaza, 2,606 million baht. 9 million baht and income from other businesses 85 million baht
For example, a new type of business international business Finished Goods Business Including the development and extension of expertise in the restaurant business to the opening of a training center business and a food passion learning center. which currently can generate income 5 times higher than in 2021
“The key factor that makes Food Passion able to turn the situation back to generate income quickly is the design of the working system. and building a technology infrastructure that allows us to use data to quickly make decisions and launch promotions that will resonate with customers. Last year we were able to launch more than 50 promotions.
Each promotion is dynamic, that is, issued in a short period of 7 days, 14 days, and 30 days, and adjusted according to the type of Personalize Offering customer group, plus the cooperation of all teams in adjusting business strategies at different times. quickly on time As a result, as soon as the measures are loosened, we can immediately create activities to stimulate sales.”
In this regard, Mrs. Chattaya announced her vision to drive the organization towards sustainable growth with the concept of Go Beyond with the Triple Bottom Line, namely People, Profit and Planet, in being a good business for human beings, good for the planet, ready to generate profits and grow the business steadily. sustainable which are as follows:
- People: Business management that puts “people” as the number one priority.
With the concept of a happy organization through the strategy “Keng Dee Suk” to create a cycle of sustainable happiness. through the development of potential, competence, and skills of personnel in the organization to become quality citizens of society and creating equality in access to education By enhancing the educational qualifications of people in the organization with the “Dream Scholarship” and “Kon Love Study” projects
Under the opening of the Food Passion Learning Center under the Ministry of Education at the Vocational Certificate level. and establish cooperation with Thaksina College Business Administration at the Vocational Certificate level. Including joining hands with the University of the Chamber of Commerce to develop the Passion Lab curriculum to develop skills in all areas for personnel in the organization. as well as encouraging personnel to be good citizens of society through various social and environmental activities. And enhancing happiness with a flexible working style that fits the lifestyle of people today in the form of Hybrid workplace & new flexible benefits
- Profit: Profitable Business Through 3GO Business Strategy namely
– Go Beyond Dine-in: Focus on strengthening the restaurant business with 3 affiliated brands through upgrading the experience. Both the physical experience and the digital experience (Digital Experience), expanding the opportunity to eat at the store (Togetherness dine-in) and at home (Happiness at home) by developing a model of BBQ Plaza in the form of a Digital Store and introducing modern technology in search, booking, ordering until payment and collecting points.
Cashless stores and GON Bot to create new experiences and convenience for customers. including expanding the customer base with a new menu and new store models that are closer to customers, etc. What is indispensable is to create brand bonding with BBQ to always inspire people. Last but not least is the launch of new products in the category of sauces that customers can use to create happiness at home.
– Go Beyond Thailand: Broad business expansion is to expand branches to foreign markets in Southeast Asia. including Malaysia This year, it has expanded to East Malaysia. Indonesia Cambodia And the latest country, Laos, especially in Laos, will be the largest standalone branch ever opened. Using an area of more than 800 square meters, there are currently more than 30 branches in total and in 2022, the total revenue of overseas branches is over 425 million baht.
– Go Beyond Food Industry: Extending the success and expertise of people to other businesses such as the opening of the Food Passion Learning Center Offers a vocational certificate program (vocational certificate) accredited by the Ministry of Education. In the academic year 2022, there are 310 people and the Food Passion Training Center. Open a course on food sanitation. For entrepreneurs and food handlers since 2021, in the 3 quarters of this year, there are more than 10,000 people trained in total.
- Planet: Reducing our impact on the planet and the environment.
It aims to be an organization that reduces greenhouse gas emissions by 30% by 2030 and to become an organization that achieves net zero emissions by 2050 (Net Zero Emissions by 2050).
For Food Passion’s business goals in 2022, it has set a growth target of 3,500 million baht and forecasts that in 2023, Food Passion will grow to 3,800 million baht by expanding business opportunities. Eat more than eating at the restaurant and in the department store.
With the expansion of the shop model in the form of GEX (Gon Express), delivery sales that match new lifestyles, including the launch of the latest GON Product, barbecue sauce, has received better response than expected after trial. Marketing on online In addition, there are plans to expand branches in Thailand, including more than 30 branches of all brands and expanding another 4 branches abroad, etc.
In addition, there is also a plan to redesign the BBQ Plaza by bringing innovation and modern technology for the convenience of customers, namely Platform Line @GonGang that can provide services. member benefits accumulation and redemption of points Ordering for delivery, buying vouchers, and asking for promotions The use of GON Bot robots to provide services in the store to serve in 60 branches
The renovation of more than 50% of all existing branches to be cashless branches, along with the opening of the first digital store where customers can experience the digital experience from booking to ordering to payment and collecting points, the first in Silom. Complex by developing the system with Hato Hub, a technology partner and aiming to open a total of 40 digital stores by 2023.
“The past situation has made us stronger than ever. and gave many lessons Including opening a new door in the business of Food Passion. both selling delivery product launch opening an education business and creating a new dining experience for people in all dimensions Including reviewing business concepts to drive the organization towards sustainability that will benefit businesses, people and society.
