Health food restaurants/Salad Factory

Editorial staff

Green Food Factory Co, the operator of Salad Factory, has put more focus to open its restaurants with a compact model at hospital chains this year.

Piya Dankum, chief executive officer of Green Food Factory, said that the company plans to open 9 new Salad Factory restaurants in Bangkok and major provincial cities, as well as new potential locations such as hospitals this year.

Oliver Gottschall and Piya Dankum

Of the total, five branches will be opened at hospital channel. Two Salad Factory restaurants have already opened at Thammasat hospital and MedPark hospital in June and July respectively. Another three restaurants will be opened at Rama 9 hospital and Vipawadee hospital and other location in the rest four months of this year.

Salad Factory at hospital channel is a compact model with space of 100-120 square metres, having 40-50 seats. About 70-80% of Salad Factory’s full restaurant concept is available at Salad Factory’s compact concept restaurant.
Healthy food restaurant has continue to grow each year due to the growing number of health conscious customers in each age. Sales of major healthy food restaurants grew at an average of 30% last year.

Mr Piya adds that the health food market has been growing steadily. In 2023, the market was valued at 4.5 billion baht, and 2024 is expected to see even better results, attracting more players—both large and small—who are eager to offer their unique choices to consumers.

In the past decade, there were few healthy food restaurants available in the market, but now more than 20 brands are available in the market. Each has creative movement, spurring the demand and boost awareness of such kind of food category.

“Health food is not just trend but it is norm of Thai people. There is more room for new players to enter health food restaurant but they need to have clear product and restaurant concept,” Mr Piya said.

He said that in addition to this year, the company also plans to open new 9 Salad Factory restaurants next year, bringing its total number to 57 in 2025.

In the second half of this year, the company will more focus on consumer’s communication via TV commercials to build brand awareness and reach wider customers particular Gen Z.

Salad Factory has joined hands with Betagro Plc, SET-listed integrated food manufacturer, to introduce the “Suk Chum Tem Ok” campaign. Combining of both strengths , it will deliver exceptional taste using premium-quality ingredients, including juicy, natural chicken breast to customers.

Together, they present the “Suk Chum Tem Ok” campaign, featuring special and heartwarming menu items crafted by Salad Factory. This exclusive campaign will run from August 8 to September 30, 2024, promising a unique dining experience with exceptional flavors.

Mr Piya said that the partnership with S-Pure, a premium meat and food product from the Betagro Group, will enhance Salad Factory’s offerings. This collaboration leverages S-Pure's chicken breast, a healthy, low-fat, high-protein option, raised 100% naturally without hormones, growth hormones, or antibiotics. It is also raised with Synbiotics to ensure freshness, cleanliness, safety, and quality.

Oliver Gottschall, chief operating officer of Food Business at Betagro, said that the super-premium food market is experiencing rapid development with significant growth opportunities. This growth is driven by evolving consumer demands, advancements in food technology, and increasing awareness of health and sustainability issues.

To strengthen and sustain Betagro growth, it is expanding both domestically and internationally. The company is collaborating with premium retailers, including high-end supermarkets, leading restaurants, and hotels, to offer quality products under the S-Pure brand in partner menus and continuously develop new offerings. It efforts also include building brand awareness by highlighting S-Pure's commitment to using synbiotics, and maintaining hormone-free, antibiotic-free, and sustainable practices through various health campaigns.

Additionally, it is expanding the distribution channels to enhance consumer access, utilizing new platforms such as Shopee and TikTok.
This collaboration with the Salad Factory aims to develop an exclusive menu featuring top-quality ingredients along with Salad Factory’s expertise in creating healthy menus, enhancing the customer experience of enjoying a nutritious meal.

Under the “Suk Chum Tem Ok” campaign, clients can enjoy special five menus options including BBQ Chicken Breast Steak with Bell Pepper and Pineapple Sauté, Hawaiian Crispy Chicken Breast Pizza Crispy Chicken Breast Mixed Fruit Salad with Yuzu Dressing, Grilled Chicken Breast with Truffled Parmesan Cream Sauce and Spinach and Grilled Chicken Breast with Avocado and Fruit Salsa.

Mr piya expected that the offering of new special menu with S-Pure chicken will drive incremental of 50% sales for Salad Factory ‘s chicken menus this year. Sales of Salad Factory was at 593 million baht last year and aims to reach 750 million baht and one billion baht in 2024 and 2027 respectively.