Daily Manager 360 – “Sizzler” strong start next year, aggressively Set a total investment budget of 600 million baht over the next 3 years, expanding an average of 3-5 branches per year, adjusting the strategy to grow smaller, not bigger focus on open ground floor reduce raw material stock Expected next year to return to the same growth as before covid
Mr. Kritakorn Siriat, general manager of SLRT Co., Ltd., the executive of Sizzler in The Minor Food Group Co., Ltd., revealed that in the next year (2522), the company will continue to expand. Aggressive Sizzler business again According to the original business plan for 5 years (2020-2024) after being affected by the Covid-19 situation Heavy epidemic in the past 2 years, like other general businesses as a whole, can’t operate according to the original plan.
Ms. Nongchanok Satanon, Executive Vice President of Marketing Group, said that Sizzler plans for the next three years to use a total investment budget of 500-600 million baht, expanding an average of 3-5 stores per year, which is considered It is more than the normal range that expands 2-3 branches per year, including renovating the same branch. and an average marketing budget of 100 million baht per year during these 3 years
“Our branch expansion strategy has also been adjusted. Will not focus on stores with large areas like in the past, which used to be up to 500 – 600 square meters per branch But we have redesigned and adjusted the function of decoration and use in the shop to have a smaller space, but still meet the needs of the average area of 300 square meters, but still able to create similar performance Because the shape of the chair, sofa, kitchen size doesn’t need to be as big as before,” said Mr. Kreethakon.
including adjusting the location in the new store In the past, the main sizzlers on the top floor of the shopping center will be opened. But the covid situation has made me learn many things, so we have to adjust again. will focus on opening the ground floor more to facilitate the service If shopping centers are closed or locked down again Because the ground floor is more convenient to deliver and open to pull people easier, and if there is a separate door in front of the center, it’s better. like standalone
While the raw materials, which in the past must be admitted that it is very difficult to manage. Because the time to open and close the shop is less and there is also a lockdown. more difficult to manage Even if the lockdown is released, customers still haven’t returned to the same 100%, requiring good management of raw materials. without keeping as much stock as in the past
Currently, Sizzler has 53 branches (not yet open is MBK Center branch) and by the end of this year, there will be a total of 57 branches, with the other 4 branches being The Mall Thapra. Renovated from the original about 400 square meters, reduced to 300 square meters, and 3 other Robinson branches, namely Saraburi, Chachoengsao and Srisamarn, while this year did not open a new branch, only renovated, such as Central Westgate. Future Park Rangsit The Mall Tha Phra Robinson Srisamarn, etc. Next year, will renovate at least 2 more branches.
Mr. Kreethakon said that the year 2022 continues to operate in accordance with the situation. and consumer behavior on an ongoing basis The main strategy is to innovate and develop new menus every 1 – 2 months on average throughout the year, while creating an atmosphere of dining in the restaurant and focusing on delivery. That helps Sizzler earn a lot more. as well as the development and expansion of the take-out model. like Sizzler Togo including expanding the service area to cover more BTS stations, hospitals, etc., as well as additional services such as snack service The food and beverages available in Sizzler To Go are made into snack sets. It is expected that next year (2022) will return to the same growth as before the outbreak of COVID-19. Sizzler currently accounts for 80% of its revenue from dine-in, 20% for delivery and take-out, and this year’s total revenue is expected to be lower than in the pre-COVID period. about 30%
Ms. Nongchanok recently launched two new dessert menus for the first time, namely chocolate mousse ice cream and cheese ice cream, priced at 49 baht per cup, from the normal price of 69 baht, including two Macau-style egg tarts. 39 baht from normal price 60 baht
In addition, the launch of the Father’s Day menu “Happy Father’s Day” is lobster with salted egg sauce. with Oreo spaghetti at 799 baht, trout steak at 555 baht and launching 3 more menus to celebrate the “Festive Season” including the menu Bacon Wrapped Beef Steak 699 baht, Suan Trout Steak 499 baht and Chicken Suvi Steak with Bread Pudding. and red wine sauce, price 399 baht
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