Green Food Factory

Editorial Staff
Business

Green Food Factory Co.,Ltd, the operator of Salad Factory healthy restaurant chain, outlines 2023 growth strategy to boost its brand on top-of-mind consumer awareness.

The company’s CEO Piya Dankum, said that Thailand’s health food market is favorable and grew by 50-60% in 2022. The market looks set to enjoy a bumper year in 2023 after Covid-19 pandemic easing off and a subsequent return to normality.

To be a top-of-mind brand in Thailand’s health food segment, the company plans to pour 70 million baht to expand its business in 2023 including open new restaurants, renovate its existing restaurants and marketing activities to build its brand awareness.

Mr. Piya Dankum 

The company operates 30 Salad Factory restaurants last year and plans to open another 9 new restaurants this year in Bangkok and surrounding provinces. The opening new branches in multiple locations is aimed at greater penetration of the market and reaching out to different target groups. It is the first time that the company to open its first restaurant at Central Pattaya Reach in Chon Buri province in April 12, this year. Also, it plans to renovate its four existing restaurants this year including at Muang Thong Thani that has already renovated and another three restaurants at Aree Soi, Robinson’s Srismarn branch and PTT’s Saimai location will be renovated in the rest nine months of this year.

‘’Salad Factory debuted into the health food business for a decade. The market continues to grow year-on-year. Thanks to Thailand’s relentlessly growing health food market, there’s plenty of opportunity in this business. This means the brand needs to develop itself consistently to be able to meet rapidly changing consumer needs,’’Mr Piya said

At present, Salad Factory is available in the market via three models – “full shops” with 120 square metres , “compact” with 80-100 square metres and “kiosks” on the space of 50 square metres. These will be able to quickly adapt to new challenges and offer greater accessibility in a bid to address rapidly changing customer demands.

Mr Piya said the company will put more focus to open Salad Factory’s compact model this year. It will drive sales growth of the existing outlets with the roll-out of new products and new dishes, extending the outlets’ opening hours and giving the operating branches a revamp for a more stylish, modern look in terms of design and customer service to satisfy the needs of customers.

It will open new sales channels and drive sustainable growth in the delivery channel. Thanks to its new marketing plan, it is confident that its sales will grow by 60% to 700 million baht this year.

With 10th anniversary, Salad Factory is planning to provide new and superb customer experiences through a special campaign. The goal is to introduce 10 most exclusive customer experiences throughout the year. The campaign consists of three major parts: a range of bigger and better special privileges provided in personalized format, impressive culinary experiences revolving around new dishes and presentation, and the brand’s continued advocacy of sustainable organic farming.

“Ten years ago, when we ventured into the health food sector with the opening of Salad Factory’s first food outlet in Muang Thong Thani, not many were familiar with this kind of food. Then we began sourcing ingredients from our friends in different farmers groups for using in our dishes. In the beginning, sales were paltry. But thanks to our determination and the cooperation among families, team members, and partners, along with the all-important patrons who provide us with their useful feedback, we have been able to keep the brand going till now,’’Mr Piya said.

This is because all members of its team share the same goal, having the tremendous spirit to provide consumers with quality health food that’s reasonably priced. Part of its success is attributable to the company’s partners and partnerships that span several sectors and its restaurants also have greater geographic coverage.