The Pizza Company, a subsidiary of Minor Food Group Plc, has unveiled plans to invest more than 300 million baht in 2025, with the goal of expanding its footprint and renovating existing outlets.
Despite facing a challenging macroeconomic environment, rising costs, and stiff competition within the restaurant industry, Anupon Nitiyanant, Chief Operating Officer of Minor Food Group, remains optimistic about the company’s growth strategy. The recent hike in the national minimum wage, which took effect on January 1, could further strain the industry, with wage increases ranging from 7 to 55 baht per day.
“To retain staff, we will need to offer wages above the newly mandated minimum,” said Nitiyanant. The company is also dealing with higher costs for key raw materials, such as dairy products and fruits, which are impacting the restaurant sector as a whole.
In response, The Pizza Company is focusing on cost management strategies, including leveraging its purchasing power to mitigate expenses. Nitiyanant also noted that the competitive landscape is becoming more intense, particularly with the influx of new restaurant entrants, including several Chinese restaurant chains.
Patt Pongwittayapipat, General Manager of The Pizza Company, revealed that the company plans to open 20 new stores this year, with investments totaling 200 million baht. This expansion will include both standalone outlets and locations within hypermarkets. Currently, The Pizza Company operates 430 outlets nationwide and opened 10 new stores in 2024. Approximately 60% of the new locations will be situated in provincial areas, including Mae Hong Son, where the company will open its first outlet in the province.
Delivery continues to play a significant role in the company’s operations, accounting for 50% of sales, while dine-in and takeaway contribute 30% and 20%, respectively. The addition of new stores is expected to improve delivery efficiency, as these locations will serve as new distribution points for orders.
The company is also dedicating more than 100 million baht to renovate 80 to 100 existing outlets this year. Additionally, a 300 million baht marketing budget has been allocated to support promotional campaigns.
With the tourism sector recovering, The Pizza Company anticipates increased sales from tourist destinations. In line with its expansion efforts, the company is launching a “Buy One Get One Plus” campaign, running from Thursday until April 20. The offer includes two pizzas starting from 279 baht, with added benefits such as free delivery from Thursday through March 12 and April 1 to April 20.
Patt is confident that these strategies will help the company achieve its target of more than 10% sales growth this year.
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