Mr Siruwat says the company plans to renovate Khiang outlets with more dine-in seating and improved decor.
Zen Corporation Group Plc, the operator of restaurant chains such as Zen, AKA and Tummour, plans to renovate its outlets, catering to more to dine-in customers.Siruwat Chatchawan, chief commercial officer for franchise business, said the company wants to find a balance for Khiang, its Thai fast-food restaurant.
The company intends to increase its dine-in sales share from 40% to 80%, reducing the delivery portion to 20%.
He said dine-in customers typically spend up to 50% more per person compared with delivery customers. Zen also plans to introduce combo meal sets and other promotions that encourage higher spending among dine-in customers.
Khiang branches were previously designed primarily for delivery, featuring limited seating. As a result, storefronts were sometimes crowded with delivery drivers waiting for orders, creating a perception of long food preparation times and discouraging potential dine-in customers from entering, said Mr Siruwat.
