Subway chain cuts fat, seeks franchisees
Karen Eidsvik, Subway’s regional director for Asia, and Michael J Allan, Subway’s franchisee and development agent in Thailand, show off the food chain’s new healthy sandwiches containing less than six grams of fat, at a Subway branch in Bangkok’s Sukhumv
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US restaurant chain Subway plans to open 140 new franchise outlets in Thailand in hopes of boosting sales to Bt2.7 billion by 2010, says Michael J Allan, Subway's franchisee and development agent in Thailand.
At present, Subway has 19 outlets around the Bangkok metropolitan area. They generated sales of Bt90 million last year. Allan yesterday said four new franchise operations would open in the next two months, boosting the group's sales to Bt150 million this year. Allan said investors interested in opening a Subway branch could buy franchise rights for Bt4 million, but he declined to disclose the estimated break-even period. Subway opened its first branch in Thailand in July 2003, and it generated sales of only Bt20 million in its first year. "When we started our business in Thailand, most of our customers were foreigners, but now 20 per cent of them are Thai people. This proves that Thai consumers believe our food is delicious," Allan said. The company has also developed seven new menu items for customers watching their weight. These are healthy sandwiches that contain less than six grams of fat. The seven newcomers are the Veggie Delite (3.8 grams); Turkey Breast (3.9 grams); Sliced Chicken and Ham (four grams); Ham (four grams); Roasted Chicken Breast (4.3 grams); Chicken, Ham and Roast Beef (five grams); and Roast Beef (5.3 grams). More than half the ingredients are bought locally, ensuring freshness. Only the beef and turkey breast are imported from Australia and the US, Allan said. Following its strong growth, Subway expects to spend Bt6 million on marketing and promotion this year and Bt10 million next year. It will concentrate on print, radio and Skytrain advertising. Somluck Srimalee The Nation
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