Thailand
Thailand: Sizzler sees 60-70% of customers return
SLRT, the operator of Sizzler in Thailand, is seeing business recover faster than expected after reopening on May 17.
Nongchanok Stananonth, the company’s assistant vice-president, said 60-70% of customers have come back, one month ahead of projections.
“I am surprised customers prefer to order from the regular menu over our special promotions, with higher spending per visit than before the outbreak,” Mrs Nongchanok said.
She said the company’s online sales also continue to grow, and the company will focus this year on expanding “Sizzler to go” kiosks at elevated mass transit stations.
SLRT plans to open seven Sizzler to-go kiosks at skytrain stations in the second half this year to increase sales under the takeaway channel after opening two in the first half at BTS Sala Daeng and Asok stations.
The to-go kiosks at BTS stations drew in new customer groups such as school and university students who buy sandwiches for breakfast. The restaurant mainly offers food during lunch and dinner time. This model also increases brand exposure and enhances the company’s healthy concept brand, said Mrs Nongchanok.
The model also helped SLRT offset the drop in customers at restaurants because of the pandemic.
She said the company opened a third “Sizzler cloud kitchen”, a shared kitchen concept, at Don Muang on Sunday after initiating the scheme close to Kasetsart University in early April, followed by a second branch at Pracha Uthit Soi 90 in late May to enhance its delivery business.
At these cloud kitchens, customers can order from three brands through a single order: Sizzler, The Pizza Company and Bonchon.
“Sizzler cloud kitchen will appeal to customers who don’t want to visit malls,” said Mrs Nongchanok.
Kreetakorn Siriatha, the company’s general manager, said as the pandemic outlook remains uncertain, the company has yet to open the five new large-scale restaurants planned for this year.
Mr Kreetakorn said Thailand’s 440-billion-baht food industry is expected to continue fierce competition in the second half of this year, both for online and promotional offers.
The company expects sales from the delivery channel to rise to 30% over the next few years, up from 10%. Before the pandemic, delivery sales of Sizzler were only 5% of total sales.
Source: https://www.bangkokpost.com/business/1931512/sizzler-sees-60-70-of-customers-return