Bangkok--May 27--Total Quality PR
Subway, the second largest fast food restaurant chain in the world in terms of number of stores, is gearing up to market to customers in Thailand that are conscious about eating fresh and healthy food. Target groups are working people, families, expatriates and tourists. By the year 2010, the company expects to have 140 shops nationwide.
Ms.Karen Eidsvik, Regional Director (Asia) for Subway, said that “the Thailand fast-food market offers great opportunities, and therefore the company plans to aggressively expand by opening more franchisee-owned shops. After successfully opening the first two shops on Silom Road and Sukhumvit Road in 2003, the number of stores has grown steadily. Now there are 12 shops in Thailand, 7 in Bangkok, 2 in Pattaya, 2 in Phuket and 1 in Chiang Mai. A total of 21 franchisees have been sold, and so the company expects there will be at least 9 additional stores by the end of the year, and by 2010, the company has targeted 140 shops in Thailand.”
As for the company’s market strategy, Subway is targeting health conscious fast food consumers that are also looking for fresh, great-tasting food. The company has appointed Michael Allan as its Development Agent to lead the marketing effort. He said that the company expects to be able to increase its percentage of Thai customers from the current 20% of the total to 80% over the next 5 years.
Ms.Eidsvik added that at present there are 23,413 subway sandwich shops in 82 countries. According to a survey conducted by Quick Service Restaurant (QSR) Tracker Report, 87% of customers agree that subway offers quality fast food that is more healthy compared to other fast food operators. Moreover, Subway has been selected as the No.#1 Franchise business opportunity by Entrepreneur magazine for 12 out of the last 16 years.
In addition to offering its franchisees high quality food and a great administration system, Subway places great emphasis on professional human resources development. All Franchisees attend Subway’s two week Franchisee Training Program offered in every region, and when a new store is opened, the company assigns its staff to assist in training all the staff over the first two weeks.
Additionally, Subway sponsors a competition every two years at its global convention whereby sandwich artists from all corners of the world participate to decide who the best of the best is. In Thailand, the franchisees will select the best so-called sandwich artist from 150 staff of the 12 shops to be the country’s representative who will compete for the first time with the staff of other nations in the “Subway Global Sub Jammers Competition” which will be held on July 24, 2005 in Honolulu, Hawaii, U.S.A. The winner from Thailand will go to this competition with all expenses paid by the Subway- Thailand Franchisees.
For more information, please contact
Salinthip Thiptharanukul Subway Silom 64 Tel.0-2237-5460
Noppawan Jungsakul Ad Campaign Tel. 0-2234-6303
SUBWAY IN THAILAND OPEN NOW
1.Subway Silom 64 Silom Rd. Suriyawong Bangrak Bangkok
Tel.0-2237-5460
2. Subway Nana 124-126 Sukhumvit Rd. Klongtoey Bangkok
Tel.0-2253-9400
3. Subway Carrefour Pattaya 333 Moo.9 Pattaya Klang Rd. Pattaya Chonburi
Tel.038-360-083
4.Subway All Seasons 87/2 Wittayu Rd. Pathumwan Bangkok
Tel.0-2585-3880
5. Subway Sukhumvit 7/1 131/2 Sukhumvit Rd. Klongtoeynua Bangkok
Tel.0-2651-0866
6. Subway Sukhumvit 23 2 Sukhumvit 23 Klongtoeynua Bangkok
Tel.0-2665-2561
7. Subway Rat-u-thit 123 Rat-u-thit 200 pee Patong Phuket
Tel.076-349-009
8. Subway Tip Plaza 219/1-3 Moo.10 Nongprue Banglamung Pattaya Chonburi
Tel.038-710-618
9. Subway Patong Beach 21 Taweewong Rd. Patong Phuket
Tel.076-340-476
10. Subway Night Bazaar 145 Changklan Rd. Night Bazaar Chiangmai
Tel.053-818-970
11. Subway ISB Nichada 35/2 Moo.3 Bangtalad Rd. Pakkred Nonthaburi
Tel.0-2583-2712
12. Subway Sukhumvit 33 593 Sukhumvit 33 Klongtoeynua Bangkok
Tel.0-2662-0920 End.