The Barbecue Plaza Co is beefing up its business in Indonesia with a goal to generate 320 million baht revenue and become the No.1 grilled food restaurant chain in that country by 2018.
The first Barbecue Plaza eatery in Indonesia, open in Jakarta since July, is part of a joint venture with plans to become the market leader in grilled food chains.
PT The Barbecue Plaza, a joint venture with Indonesian food leader PT Karya Manna, opened its first restaurant at Puri Indah Mall in Jakarta in July and has seen a good local response.
The Barbecue Plaza has a 40% stake in the joint venture and PT Karya Manna holds 60%. PT Karya Manna operates other chains such as Manhattan Fish Market Indonesia in the country.
Chataya Supanpong, assistant managing director of The Barbecue Plaza, said Indonesia has high market potential, considering increasing personal spending and good infrastructure to support its food business expansion.
Many new malls are being built around the country, and this will increase branch opportunities.
The company plans to open at least three outlets per year, with 15 Barbecue Plazas in Indonesia by 2018.
It has 13 Barbecue Plaza restaurants in Malaysia.
If all goes well in Indonesia, Mrs Chataya said she wants Barbecue Plaza to become a regional brand in Asean soon.
PT The Barbecue Plaza will promote the restaurant through various channels, especially online media to target young people, young executives and families, all of whom can quickly and effectively share information about the brand. Promotions are planned for new customers.
