Bangkok--9 Nov--Central Restaurants Group
Opening its second branch at CentralWorld
Utilizing digital media to tap on the popular J-Trend
Locally managed and run by Central Restaurants Group Co., Ltd (CRG), CHABUTON, the premium ramen restaurant chain from Japan is set to penetrate the local market. It today announced its plan to open the 2nd branch at CentralWorld after overwhelming success from the first branch opened earlier during March this year. It will invest in its promotion and marketing campaign via digital media and social network. CHABUTON offers 4 authentic signature Ramen menus which will please the taste buds of teenagers and first jobbers. It expects to expand 3 more branches and overall sales to reach 100 million baht at the end of 2011.
Thiradej Chirathivat, Chief Executive Officer of Central Restaurants Group Company Limited or CRG, reveals that after signing a franchise contract with Globeat Japan Inc, the franchise owner of “CHABUTON - TV Champion Chef’s Ramen Restaurant” for the local right to manage and market its restaurants in Thailand. The company is currently under the process of opening the second branch at CentralWorld shopping complex after the opening of the first Chabuton Ramen Restaurant in March this year at Siam Square Soi 3 with very satisfactory feedbacks from the target consumers in Thailand.
He says that Japanese Ramen has become very popular among the Thai consumers, especially the new and young generation, who prefer Japanese Food, which is delicious and easy to eat. The prices of Japanese Ramen are quite varied and appropriate with current economic situation. The market for Ramen restaurants in Thailand has grown around 10 to 20 per cent per annum despite intense competition. The Ramen restaurant business is worth about 2.5 billion baht, representing between 15 per cent and 20 per cent of overall Japanese restaurant market in Thailand, which was worth totally about 9,500 million baht (2009) and growing between 10 per cent and 15 per cent annually.
Thiradej added regarding the marketing plan of “CHABUTON” that as Ramen is the type of food that serve the urban lifestyle consumers, we will channel our marketing activities toward SES-B urban consumers with age between 18 and 25 years old, who have modern lifestyle and looking for new dine-out experience. Target customers are mainly students and first jobbers. CHABUTON will emphasize on reasonable priced, authentic and premium Japanese Ramen that is superior in taste and using fresh and high quality ingredients. The restaurant decoration concept is contemporary to meet the current lifestyle of teenagers and working people. The company will focus on below-the-line marketing activities as well as digital media to create brand experience directing at target customers. It will set aside 40 million baht for CHABUTON’s operating expenditures. The company plans to expand 3 more branches in 2011 with the investment of 10 million baht per each branch. It also expects CHABUTON to generate sales of about 100 million baht next year.
CRG’s CEO says that CHABUTON was originated by Mr. Yasuji Morizumi who was named as “A legendary ramen celebrity chef” from the 8th Tokyo One Week Ramen Grand Prize. He was also the winner of Ramen Competition from “TV Champion”, a well-known TV program among gastronomes in Japan. He is the owner of the first ramen restaurant appeared in MICHELIN Guide and it is also introduced by ZAGAT LA which are widely known as the world's most respected source of tourist spots and restaurants in the United States. CHABUTON has opened its first branch in Akihabara, Tokyo before expanded to 17 branches over Japan today.
“The great taste of CHABUTON’s Ramen is widely talked about by those who had already tasted our authentic Ramen. We would like to invite the Thai consumers to experience the tasty authentic Japanese Ramen recipes. CHABUTON offers varieties of signature Ramen menus that are high in quality and superior in taste including Tonkotsu Ramen, Shio Tonkotsu Ramen, Shoyu Ramen, and Shoyu Zaru Ramen. We are confident that CHABUTON signature menus created by TV Champion Chef will please the Thais’ taste buds. Ramen lovers can also enjoy their Ramen with different toppings, as well as various desserts from Japan that they have never tasted before”, said Thiradej.