SLRT Limited, the operator of 28 Sizzler restaurants, is expanding its customer base through take-away salad packs, with the expectation of increasing the number of first-time customers by up to 10%. ”Salad To Go” was launched at selected outlets in Bangkok late last month and is now available at all 20 Sizzler branches in Bangkok and the Nakhon Ratchasima restaurant.
Nongchanok Stananonth, the marketing director of SLRT, part of the Minor Food Group, said Salad To Go was the first take-away offering from Sizzler but was not intended to be a major revenue producer.
Customers who purchase Salad To Go can fill their salad packs with vegetables, fruits and desserts of their choice at a Sizzler salad bar. The price is 10 baht for 100 grammes, with a minimum charge of 50 baht. A bowl of soup will also be given free with each purchase.
The menu is designed to attract clients as customer spending ebbs due to rising fuel prices and inflation, according to Ms Nongchanok.
During the past month, customers who purchased Salad To Go spent between 60 and 70 baht per pack on average. More than 70% were customers who repeated their purchases two or three times a week, she said.
”Ten packs of Salad To Go that we sell will certainly not generate a lot of income for the company. But usually, a person can’t finish all the food in one 60-baht salad pack on their own,” she said.
”In Thai culture, customers tend to share their salads with other family members. Older people might never have visited a Sizzler restaurant before. Salad To Go could give them their first Sizzler experience, and it could influence them to visit our restaurants later on.”
SLRT has a policy to open up to three new outlets annually. Each outlet, which costs between 18 million and 20 million baht, has a capacity to serve between 400 and 500 customers a day.
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