The behavior of Thai people in using online is enormous. During COVID-19 It’s a challenge That are ready to create opportunities and destroy many businesses to survive or end Adjustment of the business at all levels may therefore be a new opportunity that anyone who does not join the formation may be damaged unexpectedly.
Prapat Siangchan, Chief Operating Officer, The Minor Food Group Public Company Limited Said that the overall food business in Thailand is expected to grow approximately 3% from the total 61 billion baht, which is divided into 10% of the delivery market due to the COVID-19 period A lot of people don’t want to go out. And Minor has also benefited from this growth.
In view of the restaurant-eating behavior of 2019 that grew from 18% to 18%, this ratio has decreased and the delivery market has grown to almost 30% (Minor Group only), so the company looked. That if we strengthen the strength in the delivery group Will create new opportunities greatly Therefore has separated a new business group to directly support the delivery service
Mr. Pataphong Wittayapipat General manager Delivery business The Minor Food Group Public Company Limited added that During the working age of working life, Work From Home is an opportunity for Pizza Company. Overall, Minor Group’s delivery channel was used as the number one place at 55%, Swensent’s 300% growth and Bonchon was the No. 1. Sales increase 2 times
This reflects that The picture of Thai consumers’ recognition of food delivery is If it is a big brandThe Pizza CompanyFirst and think about other brands in the chain Including ordering through the app 1112 is also a promotion Better discounts and freebies than other platforms
However, after the official launch, we will have public relations to new customers to know us better. Because we are not worried about our existing customer base who already understand what our application can order and what are the advantages. But we will communicate to new customers that 1112 is not just aboutThe Pizza Company But refer to all 9 brands in the network, which are The Pizza Company, Bonchon, Burger King, Swensen’s, Sizzler, Dairy Queen, The Coffee Club, and in the future, there may be two new brands added as well.
However, Minor. The group entered the delivery market seriously. This is because overall, the delivery market has an 8% share, which is known as the top 3 of the brand’s delivery business segment. It is expected that the end of the year will reach five times, including the estimate next year to grow up to 10%. The company has conducted market surveys and studied information about customer needs in several areas. To develop and move forward in the full delivery business
“At the moment, we are still under the Minor Group, the central hub for marketing communications and operation. By using a central IT team to help develop channels to meet customer needs The new team of 12 people will also accelerate publicity through new advertising, expecting it to take 1 quarter to generate awareness before assessing other marketing areas. “
In addition, the company did not leave any other food ordering channels. Like the call center or website With a total of 14% because it is believed that there are still customers who do not want to use the application But want to talk to people, they can still use the same channel as well
There are approximately 3,000 delivery workers for the company, covering customer support. In which employees of this group are trained according to the standards Both matters of cleanliness Not touching money or not interfering with the safety of customers. Because during the COVID-19 era Consumers also want safety and cleanliness.
But during periods of heavy use For example, there are special campaigns or highlight promotions, the number of freelance delivery workers has been increased to 6,000-7,000 people to support its growing usage. But it does not abandon partnerships with other food delivery partners.
Which previously Each brand has their own delivery platform and delivery management service. Which makes it redundant But after setting up this new agency All shipments will be managed by the delivery business unit. And provide other brands Only care about maintaining food quality, both eating in the store and preparing food for delivery to customers.
Even if it is a centralized delivery consolidation Each brand has to pay a fee to use as well. In the consumer corner If you order food at 400 baht, you will receive free delivery in 8 kilometers, but if not, you will be charged at 50 baht, which is now available in 74 provinces except Mae Hong Son and Narathiwat, which are not yet available. Because we don’t have a branch Or provinces that are very far from the branches Still can’t use delivery service
According to consumer surveys, both Bangkok and upcountry, it was found that the consumer’s expectation of using delivery, the first issue, focuses on the food delivered correctly as ordered. But people in the provinces expect more delivery fees than Bangkok residents. While Bangkok residents expect better service.
Applications 1112 delivery Has been developed to be up to dateContinually to impress customers such as the new interface, the look of the application 1112 delivery that is modern, easy to use. Staff communication feature sent via chat or call. Real-time order tracking feature AContact our Customer Relations Department, which is always available during operation.
Customers can choose to pay by cash or credit card, debit card.Applications 1112 deliveryReady for service in all regions in Thailand And also to increase the convenience of customers by extending service hourssince 07.00 – 02.00 hours of every day in Bangkok and surrounding areas
In addition, for customers using the application 1112 delivery sinceOnly today until the end of November Also received a promotionFree food delivery service for the first 8 kilometers when spending up to 400 baht, new customers will receive a 100 baht discount when spending 300 baht per order. In addition, there are also special promotions from restaurants in the chain for customers to choose from every month.
In the long run Minor Food is expected to open.Loyalty loyalty program In order to redeem benefits from products and services from Minor Group in the future
