Thailand’s The Pizza Co. lays out plan to grow 8 percent

April 12, 2011

The Pizza Company, headquartered in Bangkok, Thailand, has outlined its objective to grow by 8 percent this year behind an expansion in home-delivery services.

The pizza chain includes about 250 locations in Thailand, China, Saudi Arabia, the United Arab Emirates, Bahrain, Jordan, Laos and Vietnam.

According to The Nation, The Pizza Company plans to increase the ratio of off-premise sales in Thailand from the current 60 percent to 75 percent in the next two years, with a specific focus on second-tier areas.

In metropolitan areas, such as Bangkok, the home-delivery component makes up about 40 percent of the company's overall sales. In second-tier provinces, that number falls to 20 to 25 percent.

The company plans to open at least 12 new units this year, seven of which will be franchised, and renovate 20 more.

The Pizza Company has had a 30-minute delivery guarantee policy since 2003, a policy that has come under fire recently in Asian countries for its risks.

The company is also moving forward with its mobile marketing strategy, becoming the first operator in the local food industry to attract customers who use smart phones. This move is expected to increase online business by 30 percent this year.

Topics: Business Strategy and Profitability , Customer Service / Experience , Delivery , Franchising & Growth , Online / Mobile / Social , Operations Management

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