“Moo Kra Ta” is already considered one of Thai people’s favorite menus. Because these days, find a delicious restaurant to eat It can be said that there are all areas throughout the country.
In the marketing world, businesses are often divided into levels. or mass segment, holding the general market with a tangible “price” as a peak, moving to the middle level At a price comes more quality And, of course, the “top” or premium levels. is presented with good quality ingredients, guaranteed to eat and not be disappointed, etc.
When the pork Kratha market is big, worth about 9,000 million baht from the general restaurant market in Thailand, a treasure of 400 billion baht, together with the pork Kratha is a popular menu cause entrepreneurs to jump in and share the cake
The latest is the queue of “Plague Atchara Burarak” or the well-known alias “iberry fish” The founder of the iberry group, which has many chain and famous restaurants, such as iberry ice cream shop, Kub Khao Kub Khao shop, stylish restaurant, FRAN’S shop and Thong Smith boat noodle shop, etc. All restaurants, as well as delicious food And unique “price” I must say that it captures the target group with a relatively high purchasing power.
The food business will grow, it is necessary to divide the line, expand the portfolio. and those who see market opportunities Naturally find a gap to create growth, causing “Pla Atchara” to split into a new brand “Chin Bo Daeng” Chin Bo Dang officially joins industry “Moo Kratha”
Cr. Bo Daeng piece
Atchara fish Entering the grilled pork market must be extraordinary because this time he came up with the idea of elevating the Thai people’s favorite pork kratha. to glorify and create a name that resonates far and wide
“Chin Maga Daeng is our newest brand name in 2023 that prides itself on improving Thai people’s favorite grilled pork. Brand new, unboxed. The team is determined to do a lot. After a long time of deep study and homework.” Pla Atchara posted on her personal Facebook page.
for branding guidelines And the grilled pork menu “Chin Bo Daeng” will have food elements to complete the deliciousness. of beauty, refinement, quality and service
“We intend to introduce Thai style grilling. of grilled pork in a beautiful setting that is similar to grilling in other countries because we see that Kata Pork is one of the eating cultures of Thai people which is a happy gathering. So we want to replicate it in our own way.”
For Moo Kra Ta, Chin Bo Daeng, the first branch will be served in the EmQuartier, 6th floor, in the next two months.
Cr. Bo Daeng piece
What is interesting is the “price” and the set menu of grilled pork will come out with the appearance of the raw materials and how the size is due to the golden location of the retail store. which is surrounded by people with high purchasing power So, it can be concluded that this is another transformation from general grilled pork to “millionaire grilled pork” according to the target market. including the feedback that will take place in the market Because it cannot be denied that “Plague Atchara” has taken hold of any food business. quite a success
However, shed light on the purchasing power of people in the Sukhumvit area. There are up to 300,000 households within a 5 kilometer (km) radius and high purchasing power.
For the pork pan market worth 9,000 million baht, the market price of 199 baht can be seen. There are two buffet styles. and made to order or la carte. If talking about famous restaurants among consumers, there are many brands such as Ja U, Korean pork, grilled butter, etc.
