The global growth
of the grocerant niche continues to garner Gen Z and Millennials looking for
food discovery and convenience. Steven Johnson
Grocerant Guru® at Tacoma, WA
based Foodservice Solutions® stated, Foodland Supermarkets expanding its
convenience food offerings to attract younger consumer is one of the best ways
to build value in your brand.
Consider
that Took Lae Dee Restaurant located inside Foodland Supermarkets is
a culmination of what they believe in at Foodland, using freshest ingredients
within our own store to quick and efficient service at a reasonably fair price.
All this is reflected in the name ‘Took Lae Dee’, cheap and good in Thai.
That positioning is at the intersection of company branding and customer discovery
according to Johnson.
Took Lae Dee was designed around the open
kitchen where, should you come by yourself, you can sit at the counter and
watch the world goes by while you dine or watch our expert chefs at work
preparing your dishes right before your very eyes in our open kitchen, see the
freshness an enjoys the taste.
Their diverse menu will keep you coming back
for more, from all-time favorites to scrumptious treats, there’s always
something to suits your moods, and not forgetting our weekend special set menu
that offers seasonal dish, from two to three courses in just under two hundred
baht! with soups, salads and even desserts. and not forgetting the talk of the
town that is the American breakfast, with two fried eggs, your choice of
either sausage, ham or bacon, served with toast, butter and jam along with
coffee or tea all for just 62 baht during the happy hour of 5.30a.m.
to 9.00a.m. With quality and value deserving of the name “Took Lae Dee”
Cheap and Good.
Here
is a regional business article with some background in case you are unfamiliar
with Foodland. “Established supermarket chain Foodland Supermarket Co implements
fresh business tactics to allure
the younger generations whilst partnering with
property developers to inaugurate convenience outlets on
housing and condominium sites.
Embracing
this revamped strategy, the firm has tied up within SC Asset Corporation
subsidiaries, leasing out space and debuting two novel ‘Grocerant’ outlets, a
subsidiary retail label within the Foodland Group, within a pair of condo
projects situated in Bangkok‘s Wong Wian Yai and
Ratchadaphisek, requiring an investment of 15 million baht
for each store location.
Leveraging
the Grocerant concept, which is a union of features common to convenience
stores and the offerings of the Took Lae Dee (good quality at affordable
prices) restaurant, the company offers ready-made meals under one roof. This
lesser retail structure, spanning a 200 square metre space, is primarily
channelling the attention of new-gen customers inhabiting condos and
neighbouring areas.
Atipol
Teerahsongkran, the firm’s vice president, said…
“We’ve
been established for 51 years in the market and our core customers are
typically within the age range of late 30s to 50s. Therefore, we intend to
attract younger generation customers by collaborating with mid to high-end
property developers to expand our Grocerant stores in the future.”
In
response to labour scarcity, significantly post the Covid-19 pandemic
onslaught, the company pivotally altered its plans, opting to inaugurate only
two fresh Foodland supermarket stores each year, deviating from its initial
plan of opening three to five new shops annually. The retail sector ceased to
be a lucrative career prospect for job hunters, which in turn led to employee
attrition rates spiking to approximately 1,000 people, equating to 40% of the
aggregate workforce annually, making it strenuous to train an ample number of
employees to fill in the vacant spots.
The
firm strategies the launch of merely two new Foodland supermarket
shops this year, one of which was introduced yesterday at the Park Silom
project in Silom, entailing an investment
sum of 60 million baht.
Spanning
a generous 1,750 square metres, the company’s 24th store debut with a
sophisticated shopping experience concept, catering to the urban lifestyle of
the current generation with over 13,000 quality goods, sourced domestically as
well as imported.
Atipol
underscored the company’s goal of enticing modern customers, encompassing
working sector professionals, parents collecting their children, and tourists, with a preliminary
objective of drawing in 1,500 visitors daily and generating monthly revenues of
20 million baht. The Park Silom store houses both a supermarket and the Took
Lae Dee restaurant styled in an opulent modern design to target clients
residing in the bustling city centre.
As
contemporary and newer generation customers possess a clear understanding and
knowledge of their requirements about product selection, Foodland furnishes
comprehensive details on multiple product categories, with specialised experts
on stand-by to provide assistance and impart requisite knowledge.
Furthermore,
the company has plans to invest 50 million baht towards the inauguration of an
additional Foodland supermarket in August at the Icon 56 community mall project
on Sai Mai Road, a residential area spanning 1,500 square metres,
reported Bangkok Post.
In
financial projections, the company foresees a 5% revenue growth in 2023, as
compared to the preceding year’s revenue which crossed 5 billion baht.
According
to Atipol, Foodland sets its sight on opening two more Foodland supermarkets in
Bangkok the next year, with a collective investment of 80 million baht,
alongside two Grocerant convenience stores, necessitating a cumulative cost of
30 million baht.
Additionally,
they plan to allocate 40 million baht towards renovating their existing
supermarkets in the Lat Phrao and Ramkhamhaeng areas in Bangkok.
For international corporate presentations, regional
chain presentations, educational forums, or keynotes contact: Steven Johnson
Grocerant Guru®
at Tacoma, WA based Foodservice Solutions.
His extensive experience as a multi-unit restaurant operator,
consultant, brand / product positioning expert, and public speaking will leave
success clues for all. For more information visit GrocerantGuru.com,
FoodserviceSolutions.US or call 1-253-759-7869
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