Laos-Vietnam refreshes big brands I want to be a Thai soft power, invading Europe in 3 years.

Lao-Vietnamese, Indo-Chinese style restaurant Under the Zen Group, they reveal a big plan for 2566 to refresh big brands. Supports the rebound of the restaurant business Ready to take the Lao and Vietnamese brand to the international market for the first time.

Mr. Siruwat Chatchawal, Deputy Chief Executive Officer of Thai Brands Business at ZEN Corporation Public Company Limited (ZEN), the mastermind behind the Tam Mua and Lao Yuan brands, stated that Lao Yuan opened its first branch in 2555, or 11 years ago.

By building on the success of the Tummour brand. The highlight is local Isaan food. But Lao-Vietnamese will include a gimmick combining food cultures between Thailand, Lao and Vietnam (Vietnamese) in the form of a mixed menu. It is considered the first Indo-Chinese style restaurant. This is different from other players in the market who focus on specific market characteristics such as Isaan food, Vietnamese style Pho restaurants, etc.

“2566 is the year of the return of the restaurant business. This is the origin of the big brand repositioning plan. To more clearly convey new experiences and characters of Lao-Vietnam originating from Nakhon Phanom Province and people along the Mekong River.”

Since the decoration of the new store By summarizing the atmosphere of Nakhon Phanom A source of Thai, Lao, and Vietnamese culture. Adjusted to a new color tone from green-black. It's green-yellow. The yellow color is added from the European style buildings that are often found in Nakhon Phanom. Including raising the landmark of Vietnamese hats The Naga came to decorate it. which has already begun to renovate 3 branches, namely Pinklao, Rama II and Rama III.

Including creating menus for consumers to eat Indochina food, such as the new menu Naem Nueng Roll, solving the problem of improper eating, Vietnamese Pak Mor, pork sausage, stir-fried noodles, etc.

“This brand refresh It's not just to look more modern. But it is an important statement of the brand. And prepare to take Laos and Vietnam to invade the European market within the next 3 years, when the European market is ready. and war problems Transportation costs are more subdued.”

Mr. Siruwat further said that Invading foreign markets, especially the European zone, the company has been studying for a long time. We started by exporting Tummour brand fermented fish all over the world. Including the European zone Makes us confident in the raw materials when we go to open for service there, which the company will go on a fairly large scale.

However, the Lao-Vietnamese brand will be sent to Europe. Because the customer group is people in the Indochina zone. Like Vietnam Many are concentrated in that area. and focus on targets with purchasing power It is believed that with the charm of mixed Thai, Lao and Vietnamese food, it will receive a good response in the international market. which is a novelty of the market And there are still few competitors.

Around Thailand, the Tammu brand will be used to penetrate the market instead. which has now expanded to 4 countries such as Malaysia and Laos

For 2566, Lao-Vietnam plans to expand the franchise to 7 more branches spread across the country such as Rayong, Nakhon Sawan, Pattaya, Sriracha, Westville, etc., making Lao-Vietnamese almost complete with 35 branches from the current 25 branches, of which these are branches. The company owns 10% and the other 90% are franchise branches.

By expanding the following branches It will go in the form of hypermarket islands such as Big C, Lotus, Robinson, from the past focusing on large mall locations like Central The Mall in order to expand the consumer base even more. At the same time, standalone branches may be created, such as seaside branches, to receive new insights from consumers. Add variety in tourist cities

“From all the plans of the company Set a target for Lao-Vietnamese income of 300 million baht, from 65 reaching approximately 250 million baht by trying to push income to 10% of the total portfolio of Zen Group. with a total income of 4,000 million baht.”