When the government announced the release of the lockdown The restaurant business has the expectation that the situation will recover again. After having to turn to delivery channels to create income opportunities instead. Makes it grow by an average of 3 times per month and believe that after opening for eating at the same shop, there will be a chance to turn around again.
Khun Kreethakorn Siriat, General Manager of SLRT Company Limited in The Minor Food Group Public Company Limited, a restaurant service provider under the Sizzler brand, said that throughout the 3 quarters of 2021, It’s another year for restaurant businesses to face service challenges amid the COVID-19 pandemic. which is still ongoing
Sizzler is one of the restaurant businesses that has adjusted its operations according to the situation and consumer behavior. Throughout the 3 quarters of 2021, Sizzler saw high growth in delivery sales. greatly increased
In addition, after the lockdown in September, the number of consumers returning to use the service has continued to increase. As a result, the overall growth has been around 20%, double the year-on-year growth and three times when compared to the same crisis last year.
As a general rule of thumb, Sizzler’s overall fourth-quarter revenue is at 1000 million baht, an average growth of 40%, but because the previous lockdown was encountered, it made eating in the restaurant grow down and grow on the delivery side instead.
The stimulation of late October Fest promotions along with the easing of lockdown measures is likely to increase the chances of growth to support the whole year again.
However, this new set menu should help meet the needs of Thai people who can’t travel. With foreigners who have been in Thailand for a long time thinking of European food.
with the behavior of eating with that family The sizzler will be popular with dinner. Previously, the proportion of eating was 60% dinner, 40% lunch. In the past, people were afraid to go home in time for curfew, thus reducing the number of family groups.
The proportion of people who sit and eat from the beginning is at 4-7 people nowThe number of people eating at the restaurant was reduced to 2-3. people and the average spending per bill is 400 baht per person, so Sizzler has made a package that is not very high. to capture the middle and high-end consumer market
Mr. Nongchanok Satanon, Executive Vice President, Marketing Group, SLRT Company Limited, affiliated with The Minor Food Group Public Company Limited, added that Customer behavior has changed after COVID-19 causing the age of the customer base to be younger Originally, the main customer base was family. But during COVID-19 There will be more customers ordering delivery. whether a group of students First Jobber delivery order There will be both children and half adults. Because they want a one-dish menu and it’s convenient to eat alone at home. The age of service users from the original 25-49 years now decreasing 20 – 44 year
Therefore, in online channels, we are making more menus for single meals, such as one-dishes. Salads as an alternative for those who want to eat alone But there are also set meals for large groups as well. But the price range is not very high. It is a tangible price range from 100 – 700 baht.
However, Sizzler has a new menu campaign every 2 months to switch new flavors. make customers feel new But if the menu is popular, it will be left longer than usual, but not more than 2.30 months if the menu is very popular. It will be returned to serve again or include in the main menu, such as beef steak or pork ribs. In the beginning, it was a promotional menu, but customers like it very much. We packed it in the main menu.
At the end of this year Although there is a need to come back to eat at the restaurant more. But Sizzler doesn’t overspend. because during this period the purchasing power of consumers has decreased We therefore keep the price in the range of 299 – 799 baht, which some customers like good steak. It is acceptable with high-priced products. But the average eating in the restaurant is 400 – 500 baht per person, but in the previous period, the focus was on delivery. The per capita average will be reduced to 199 baht or the premium group will average 350 baht to reach more single diners.
In this regard, customers in Bangkok and the provinces have different behaviors Some people just come to eat at the restaurant or just know Sizzler. We will make promotions that are easy to handle. The spending patterns or campaigns are different, for example, some branches will order a menu and get a free refill. To make customers feel worthwhile coming to eat for the first time In which we study the behavior and differences of customers in each area before expanding branches or organizing campaigns.
The Plant Based menu is becoming more and more popular. With the taste of each menu that we create for health lovers, it helps to adjust the image of being a tasteless food. It comes as a menu that is spicy and mouth-watering. When combined with fresh ingredients such as salads. This makes Sizzler one of the choices for health lovers. Considered to answer our positioning problem as well.
In addition, the salad ingredients and many other things. Elements, we use domestic ordering, although in the past we encountered some problems. But it can reduce the cost of importing only components. or quality additives from Thai manufacturers are also of good standard, which means that we do not have much impact on the supply chain and can manage as before.
However, we are confident that Sizzler’s business is still the Top of Mine among Western Food customers, the number one in the customer’s mind.
