Coffee World group starts key expansion
Fred Mouawad shows how a Pizza Corner pizza is made, at the launch
of the brand yesterday.
Swiss-based Global Franchise Architects (GFA), founder and operator of Coffee World café chain, is planning to spend more than 150 million bath to establish three more quick-service brands, with 100 new outlets expected within four years.
Founded in Geneva in 1996, GFA runs quick-service restaurants under four brands - Pizza Corner, Coffee World, New York Deli and The Cream & Fudge Factory.
The company opened in Thailand in 1998, and it also operates in India, United Arab Emirates, China, Reunion Island and Burma.
It expects to have a total of 150 outlets operational by the end of this year, compared with 85 outlets at the beginning of 2005, according to Fred Mouawad, the chairman and founder of the company.
Yesterday, the company's Thailand arm, GFA Corporation (Thailand), launched its first two branches of Pizza Corner at Robinson Bangrak department store and a Petronas gas station on Srinakarin Road.
Right now, GFA also operates 60 Coffee World outlets in Thailand, plus a New York Deli, which opened last year.
The firm also plans to open six Cream & Fudge Factory ice-cream outlets, and three more New York Delis, including a flagship deli in the Central World Plaza.
Mr Mouawad said GFA hopes to franchise 50% of its stores. Several investors have already expressed interests in becoming Pizza Corner franchisees, he said.
Each franchise will cost around 1.6 million to 3 million bath, which breaks down to 1-to-2.4 million bath for equipment and building, and a 600,000 bath onetime franchise fee. The royalty fees, paid monthly on net sales, is 6%, with an additional marketing fee of 2%
According to Mr Mouawad, Pizza Corner already has a strong presence in India with 42 outlets, Thailand still has a gap in the pizza market that can be filled by Pizza Corner, which is focused on takeaway service.
Mr Mouawad said he believed Pizza Corner was the only chain serving takeaway pizza freshly baked at the kiosk. Stores would be positioned at supermarkets, discount stores, petrol stations and offices.
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