Next NPPG Transformation Joins hands with Laem Chareon Seafood to start food business in China and Teams up with DEAN DELUCA to enter beverage-dessert market in Thailand

Stocks and Financial Services Press Releases Thursday August 2, 2018 16:12
Bangkok--2 Aug--Media Planner Consultant

NPPG (Thailand) Pcl., or NPPG disclosed its vision to extend its business under the concept "Next NPPG Transformation" through the establishment of a subsidiary, "Kinghill Food", to start restaurant business in China. The Company has recently joined hands with Laem Chareon Seafood to expand the food business to China. The vision also includes its expansion to food, dessert, and beverage business with the 10-year entitlement of the sole service right in Thailand of "DEAN & DELUCA". Mr. Suppactaurant Trairatanobhas, Executive Chairman, aims to build a complete Thai restaurant business in Thailand and in China through the expansion of franchise with the objective to serve the Chinese' lifestyle. The first restaurant, which is to be launched in Shanghai in quarter 4/ 2018, is believed to support the revenue of the restaurant business within the next 3 years to grow by 3-4 times.

Mr. Suppactaurant Trairatanobhas, Executive Chairman of NPPG (Thailand) Pcl., or NPPG, disclosed the business operation plan under the concept "Next NPPG Transformation" that NPPG's business plan had focused on being the leader of the Thai restaurant service business with the objective to expand its complete food business to China. NPPG had recently established a joint-venture company called "Kinghill Food" to operate restaurant business in China and NPPG would introduce leading Thai, seafood, and South East Asian restaurants to open in China.

The entering of food business market in China of NPPG will tremendously strengthen the Company's business since the group of business partners is the leading food business operator in China as well as the food logistics provider to deliver food to most of the foreign restaurants China with strong partners such China Cuisine Association and China Hospitality Association which are the largest restaurant operators in China. Therefore, the market expansion is beneficial to NPPG especially in terms of strong revenue and business operation.

Executive Chairman of NPPG added that the business brand had attracted a leading food brand, Laem Chareon Seafood, to join NPPG. Laem Chareon Seafood was an outstanding Thai seafood restaurant with unique food taste, quality, and service which provide good impression to both Thai and foreign customers. In addition, there had been many leading restaurant brands showing their interest in joining NPPG and under negotiation.

Initially, it is expected that the first restaurant to be launched in Shanghai food business will be in quarter 4/2018 and more branches will be gradually launched in Beijing, Chengdu, Chongqing, and Shenzhen, respectively. Admittedly, with a large number of populations of 1,400 million people, the 20-30% growth of food business' market value and the growth, and the China's consumer behavior of eating out are the factors which support the continuous expansion of food business and Franchise model business in China in the future.

In addition, the Company has a plan to aggressively expand the food and beverage businesses in Thailand by focusing on variation of services. Recently, NPPG has received the sole right to provide service in Thailand from DEAN & DELUCA, the food, dessert, and beverage service provider, for 10 years. The Company has planned to expand more branches in the future. DEAN & DELUCA is the provider of food and beverage across the world through its branches in the US, Japan, South Korea, Thailand, Dubai, The Philippines, and Singapore.

Executive Chairman of NPPG said that the aggressive plan for the food business development of NPPG had strengthened the confidence of 3-4 times growth of the business within in the next 2-3 years from the present revenue of 600-700 million baht due to the expansion of the Franchise model business of no less than 10 brands, and the opening of no less than 50 branches of each brand, including the opening of branches of MIYABI which was NPPG's own brand. Therefore, the cooperation with Kinghill Overseas Holding Limited had placed the emphasis on the opening of restaurants which would be gradually launched from the end of this year and in the future.


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