SLRT, the operator of Sizzler restaurants in Thailand, looks set to resume its investments after witnessing improved consumer sentiment.
Nongchanok Stananonth, the company's assistant vice-president of marketing, said repeat customer numbers are better than expected, with levels at 80% of pre-pandemic figures after restaurants were allowed to reopen early last month.
The company has not yet opened any new branches in 2021.
According to Mrs Nongchanok, SLRT is scheduled to open five new restaurants in the final two months of this year. Of the total, three restaurants will open at Robinson in Saraburi, Chachoengsao and Nonthaburi. The remaining two restaurants will open at Central Sri Racha and The Mall Tha Phra.
The company plans to open 3 to 4 new restaurants on Bangkok's outskirts next year. With the expansion plan, the total number of Sizzler restaurants will reach 56 or 57 branches next year. Each requires an investment of 15 million baht.
"We adjusted our strategy to cope with the pandemic and falling consumer spending per visit. There are new affordable menus and price points have been revised to fit consumer spending power," she said.
In a move to increase its cost efficiency, the company also redesigned its restaurant format, reducing the size of its restaurants to 280-300 square metres from 500-600 sq m before the pandemic. This enables the company to open its restaurant branches faster than in the pre-crisis period, she said.
Kreetakorn Siriatha, the company's general manager, said that to draw more customers back to its restaurants, it also reduced the price of premium menu items by 20%. New menus also offer alternatives to customers.
To cash in on the growing plant-based trend, SLRT recently launched two new menu items: "OmniMeat Laab Tod with Sticky Rice", a Thai-style dish with an authentic taste of Isan; and "Beyond Steak with Guacamole & Salsa", a Mexican-style steak. These are available at 30 Sizzler branches in Bangkok and other major cities.
Mr Kreetakorn said Sizzler has served plant-based food on regular menus since the end of 2019 for vegetarians, vegans and flexitarians.
"In 2019, there were only two suppliers for plant-based products. Now there are 10 suppliers in the market, including big players like Charoen Pokphand Group. This shows signs of the plant-based food business growth in Thailand," he said.
