QSR/The Pizza Company

Editorial staff

The Pizza Company increases its investment budget by over 50% from the previous year to aggressively expand its pizza business this year.

Anupon Nitiyanant, chief operating officer of Minor Food Thailand, said that the company will invest a total of 600 million baht to expand its business this year. Of the total, 200 million baht will be used to open 20 new branches of The Pizza Company’s nationwide, including in Mae Hong Son province. This will bring total The Pizza Company’s branches to reach 450 branches, covering all 77 provinces in Thailand. The remaining 100 million baht will be used to renovate approximately 80-100 existing branches to make them brighter, more modern, and more comfortable for customers, while another 300 million baht will be used for marketing and promotions.

Last year, the company invested a total of 380 million baht, 50% less than this year to expand its business. It opened 10 new branches of The Pizza Company with an investment of 100 million baht, another 80 million baht is to renovate existing stores, and another 200 million baht for marketing budget.

“We decided to move further with aggressive plan this year because 2024 was a successful year of The Pizza Company brand. Sales grew by more than 5%, while the total pizza market worth 11 billion baht, grew less than 5%, and the overall food industry worth about 300-400 billion baht was minus 3-5%. Moreover, number of customers to visit its store grew by 10%, the highest record since the Covid-19 outbreak. In addition, the growth rate of the customers in same store increased by 3%, even though the market is very tough from the parading of new food types, new food brands and street food that attracts more customers to eat out of restaurants in retail complex," Mr Anupon said.

Patt Pongwittayapipat, general manager of The Pizza Company, a subsidiary of The Minor Food Group Plc, adds that to keep its strong growth and reinforce its market leadership, The Pizza Company is kicking off its biggest campaign of the year, ‘Buy One Get One Plus’, offering unbeatable value across all toppings, all crusts, and all ordering channels. Customers can enjoy two pizzas starting at just 279 baht, plus three exciting bonuses: free delivery, a Buy One Get One deal on chicken wings, and a 500-baht discount voucher.

This campaign is expected to drive significant sales growth and effectively expand its target customer base. Running from 20 February – 20 April 2025, the ‘Buy One Get One Plus’ campaign is available through all ordering channels, including The Pizza Company 1112 application, website (www.1112.com/th), dial 1112, dine-in, and takeaway at all branches nationwide.

This bold move follows The Pizza Company’s strong performance in 2024, with impressive growth across all sales channels. The success is attributed to a diverse marketing strategy, including new menu innovations, an expanded solo dining customer base, and exclusive promotions, reinforcing its status as Thailand’s number one pizza brand.

In 2024, sales of The Pizza Company grew by more than 5% because of a diverse range of business strategies and marketing initiatives. The key driver includes the expansion of the dine-in menu, introducing pasta, steak, and salad options to cater to a broader customer base and enhance variety. To address value-conscious consumers, the company launched Super Value Pizza, priced at just 129 baht, and ‘BiTE’, a menu designed for the growing solo dining trend, successfully attracted a new segment of customers. Alongside these menu innovations, the company has enhanced its service experience, incorporating promotions through its loyalty program to drive nationwide engagement and boost sales.

“Looking ahead, The Pizza Company is committed to sustained growth across all channels, driven by its western destination strategy, which focuses on expanding the dine-in market. This includes broadening menu offerings with additional pasta, steak, and salad options, alongside exclusive delivery promotions and continuous new product development tailored to the evolving preferences of solo diners. These strategic initiatives will further strengthen the brand and solidify its current standing as the game changer of the industry.” Mr Patt said, adding that the company expects its sales to grow by 10% in 2025, ahead an overall quick service restaurant growth, which is expects to grow by 2.5% this year.

Thailand’s pizza market was worth 11 billion baht in 2024 , less than 5% increased from the year before.