Green Food Factory Co, the operator of the Salad Factory restaurant chain, aims to add branches in hospitals, focusing on health-conscious consumers and medical personnel.
Piya Dankum, chief executive of Green Food Factory, said Thailand is currently facing a stagnant economy while health food restaurants are becoming more competitive as new players enter the fray.
"The increasing number of players, rising transportation costs, and the geopolitical uncertainties will be a challenge for the company in the second half of 2024," said Mr Piya.
However, the overall health food market still looks promising, with consumers becoming more conscious of their health and food choices, opting for less sugar and low sodium products coupled with production via sustainable farming processes, he said.
"The market was valued at 4.5 billion baht last year, and is expected to continue to grow this year," said Mr Piya.
He said the company plans to open five new branches of Salad Factory in the Bangkok Metropolitan region in the second half of this year, two of which will be located in hospitals.
The plan would bring the total number of branches to 48 by the end of this year.
"The company aims to target health-conscious consumers and medical personnel working in the hospitals," said Mr Piya.
New branches located in hospitals will feature 70-80% of the menu items found in conventional branches, with an area covering 100-120 square metres.
At present, Salad Factory has three stores in hospitals: King Chulalongkorn Memorial Hospital, Thammasat University Hospital, and MedPark Hospital.
The company is opening a new Salad Factory store today at Praram 9 Hospital and plans to open another outlet at Vibhavadi Hospital later this year, Mr Piya said.
Moreover, Salad Factory has created new dishes consisting mainly of chicken breast, targeting the Gen Z segment who are conscious about their health.
Oliver Gottschall, chief operating officer of food business at Betagro Plc, said that as the healthy diet trend has promising growth potential over the long term, the company has partnered with Salad Factory to develop an exclusive menu which caters to evolving consumer demands for healthy food made with high-quality ingredients.
Mr Piya said the company aims to achieve 750 million baht in sales this year, with the aim of reaching 1 billion baht within the next three years.
In 2025, the company aims to open nine more branches, 20% of which would be located in hospitals, he said.
