Bangkok--Feb 1--MDK Consultants (Thailand) Ltd.
Minor Food Group, a Thai company quoted at Stock Exchange of Thailand, begins a new chapter in its history with the closure of the last of its 116 Pizza Hut outlets across Thailand. It will spend the next six weeks turning these restaurants into The Pizza Company outlets.
Minor Food Group CEO William Heinecke said, “We have returned the Pizza Hut name to its owners and will start a new pizza restaurant called The Pizza Company based on our over 25 years experience in the food service sector in Thailand. In addition to great tasting pizzas, we will offer a wider menu selection that will translate into more value for the consumer. We are going all out to impress our existing customers and win over new ones.”
The Pizza Company’s 116 outlets will open on March 17. During this six-week period, over 3,000 Minor staff will undergo training in the preparation and delivery of the new foodstuffs.
Mr Heinecke said: “The launch of The Pizza Company is a huge step in the evolution of the Minor Food Group because we retain the ownership and development control over our pizza brand. In doing so, the company will save an estimated 400 million Baht in fees and royalties over the next five years. The presence of two large players in the pizza market will lead to growth in the overall pizza market after three years of relatively flat growth.”
Minor Cheese Manufacturing expects to purchase over 10 million litres of fresh milk in 2001 from hundreds of farmers in Muak Lek to produce cheese for The Pizza Company, continuing to save valuable foreign exchange for Thailand. The Pizza Company will have an exclusive blend of mozzarella and cheddar for its new pizzas and pastas.
“In one year we plan to capture market leadership and become the number one pizza chain in Thailand in all market segments, including dine-in, delivery and carry out. Our company is confident that our wide Italian menu, existing locations, high quality of service and knowledge of customers will ensure the successful launch of The Pizza Company in March and enable us to reach our goals,” he said.
The Pizza Company will join Chicken Treat and Swensen’s in using the 1112 telephone number for delivery of its products throughout Greater Bangkok. The 712 7000 number will cease operations tonight and will no longer be used by any company.
The Minor Food Group is one of Thailand’s leading food service operators with over 350 outlets under The Pizza Company, Swensen’s, Sizzler, Dairy Queen, Burger King and Chicken Treat brands. The company opened more than 70 new outlets in 2000 including its first new Burger King and Chicken Treat restaurants. In addition to its restaurant operations the company owns cheese and ice-cream factories as well as one of Thailand’s leading institutional caterers.
For more information, please contact : MDK Consultants (Thailand) Ltd.
Mat / Baralee
MDK Consultants (Thailand) Ltd.
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