Makro, under CP Extra Plc, is upgrading its brand to a modern wholesale and retail business, aiming to expand its market both online and offline to cope with changing consumer behaviour.
According to Tanit Chearavanont, chief executive of Makro Thailand, the company's plan for this year includes expanding its branches, currently tallying 168, while renovating stores to create a new look and enhance the brand, as consumer behaviour has changed since the pandemic.
Mr Tanit said household customers increasingly enjoy cooking at home and are purchasing more from Makro, in addition to traditional customers in the hotel, the restaurant and catering segment as well as small-scale grocery stores.
Makro, which has been operating for 35 years, realises that relying solely on the cash-and-carry model may no longer meet customers' needs, as more customers prefer cashless payments, online ordering, and delivery systems, he said.
The company wants to position itself as a food destination for fresh food purchases, said Mr Tanit.
"Makro aims to respond more to omni-channel demand, both online and offline, and transform its concept into modern wholesale. This includes upgrading its existing brand, Aro, and expanding the brand under 'Aro gold', which focuses on selling premium products, including imported fresh ingredients such as meat, seafood and premium quality products domestically," he said.
Furthermore, Makro is collaborating with small and medium-sized food brand owners, co-branding with them to produce Aro-branded products, said Mr Tanit.
The company is also developing the ready-to-finish market to reduce cooking times and costs for operators.
Mr Tanit said the effort to expand exports, supported by government initiatives to promote Thai food as a soft power, focuses on the top five export products of last year, including Thai sauces such as chilli sauce, seafood dipping sauce, and tom yum soup base, which use Thai ingredients.
This year, the company aims to expand its exports in Southeast Asia and other regions, as well as seek foreign partners, said Mr Tanit.
Regarding the economic slowdown, he said he is confident the company could still grow from last year as tourism in Thailand is beginning to recover and the country is unlikely to register a recession.
