Shanghai Food Co, the operator of the Shanghai-style Xiao Long Pao restaurant chain, is embracing a diverse business concept that includes establishing a sales kiosk and adding Thai-Chinese fusion offerings to its menu to expedite growth.
The company said it needed to change as its traditional business format had not been growing as projected since it was introduced five years ago.
CEO Arun Eamsureya said the company may expand Shanghai Xiao Long Pao under a buffet restaurant concept and open small kiosks in discount stores to expand more quickly than in the past.
It also plans to grow through franchises. All of the plans will be developed by the end of this year or early next year. The company did not disclose details of a franchise fee or investment budget.
Mr Arun said only a handful of Chinese restaurant chains provided buffets apart from those in hotels.
”Consumers have changed their lifestyle of eating food. The demand for buffet restaurants has continuously increased but almost all of buffet restaurant chains provide Thai and Japanese food,” he said, adding that an expansion into kiosks would help widen its mass target customer base.
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