Zen Corporation Group Plc, the operator of restaurant chains such as Zen, AKA and Tummour, plans to renovate its outlets, catering to more to dine-in customers.
Siruwat Chatchawan, chief commercial officer for franchise business, said the company wants to find a balance for Khiang, its Thai fast-food restaurant.
The company intends to increase its dine-in sales share from 40% to 80%, reducing the delivery portion to 20%.
He said dine-in customers typically spend up to 50% more per person compared with delivery customers. Zen also plans to introduce combo meal sets and other promotions that encourage higher spending among dine-in customers.
Khiang branches were previously designed primarily for delivery, featuring limited seating. As a result, storefronts were sometimes crowded with delivery drivers waiting for orders, creating a perception of long food preparation times and discouraging potential dine-in customers from entering, said Mr Siruwat.
To address this issue, the company intends to renovate stores to provide more dine-in seating and improve the decor, he said.
Thailand's restaurant industry is primarily driven by local consumers, with foreign tourists providing additional demand, said Mr Siruwat.
As foreign visitors are already familiar with Thai street food, there is strong growth potential for brands in this segment, he said.
Less than 10% of the company's sales come from foreign customers as the business primarily targets Thai diners, considering foreign visitors supplementary customers.
The renovation aims to attract more dine-in customers, including international travellers, said Mr Siruwat.
In addition, by year-end Zen plans to expand LaoYuan, its Thai-Isaan and Vietnamese restaurant brand, opening one outlet in Thailand and another in Laos.
Khiang plans to open five new branches, including four in Thailand and one in Laos, while Tummour, the company's Thai-Isaan restaurant brand, plans to add four new outlets in Thailand.
Regarding the border dispute between Thailand and Cambodia, the company said it remains in close contact with its franchisees in Cambodia.
However, it has yet to fully assess the local situation, as a planned visit to the country was postponed.
According to the company's 2024 annual report, Zen operates five franchised outlets in Cambodia under three brands: AKA, On the Table and Tummour.
