FOOD / RESTAURANTS

Auntie Anne's aims to double Asia outlets

PITSINEE JITPLEECHEEP

The US-based pretzel maker Auntie Anne's Inc plans to double the number of its outlets in Asia Pacific over the next three years.

The plan is to cash in on market demand for pretzels in this part of the world, which is growing up to 30% per year. The US pretzel market is only growing at about 8% per year, Michael McCoy, the company's director of franchise development and international operations, said during a visit to Bangkok to celebrate the ninth anniversary of Auntie Anne's in Thailand.

Auntie Anne's now has 930 outlets in 12 countries. Of the total, more than 150 are in Asia, including Thailand, Indonesia, Malaysia, Hong Kong, Singapore, the Philippines, South Korea and Taiwan,

"Thailand is the fastest growing market for Auntie Anne's international," he said.

Mr McCoy said the company planned to enter three new countries this year: China, India and a nation in Central America. China and India would become its biggest markets in the future.

Lusia Redompta, the company's senior international operations consultant, said the pretzel-maker also hoped to expand in Vietnam.It is expected that at least 20 Auntie Anne's will eventually open in Vietnam, said Sucheep Tamacheepjareon, general manager of Central Restaurant Group's Auntie Anne's.

Mr McCoy said the company planned to open about 70 new Auntie Anne's outlets worldwide. About 20 to 40 will be in Asia Pacific and 10 in Thailand this year.

With huge potential in the Thai market, Auntie Anne's was recently rebranded to make customers view it as more fun and passionate. With the change, Auntie Anne's will have a new logo, new colours and a bolder look. The company has already introduced its new face in the United Arab Emirates, the Philippines, Thailand and England.

Mr Sucheep said CRG would spend about 40 million baht for rebranding and opening 10 new outlets this year. Another 30 million baht would go to marketing.

To attract new customers who would normally never try its products, the company will give away 50,000 pretzels on April 21 at its outlets. It expects sales of Auntie Anne's this year to grow by 15%.

Also, CRG plans to spend 400 million baht this year to open 32 restaurant outlets under its group, which includes KFC, Pizza Hut, Mister Donut and Baskin- Robbins.

Bangkok Post

Last Updated : Tuesday April 10, 2007