Restaurant operators offering a variety of formats ranging from seafood to barbeque and Japanese food chains are betting on buffet services to keep their businesses afloat amid the second wave of the pandemic.
Zen Japanese Restaurant, Laem Charoen Seafood and Bar-B-Q Plaza, to name a few, are opting to provide buffets to enlarge their customer bases and boost customer traffic at their stores.
Zen is providing a buffet promotion at 16 of its Zen Japanese restaurant outlets in Bangkok, with prices starting from 599 baht.
The promotion runs from Feb 11 until the end of March this year, with the aim of attracting more customers aged 20-30.
Zen's core target group is adults and families, said Boonyong Tansakul, chief executive of Zen Corporation Group Plc.
"Buffets have become popular with Thais over the past two years thanks to a diversity of menu items. Customers feel a buffet offers value for money," he said.
"We expect this campaign will help boost sales at the 16 restaurants by 40-50% and raise the firm's total sales by 15-20% this year."
If buffets prove to be effective, the firm may extend the service to all Zen Japanese restaurants later this year, said Mr Boonyong.
Zen also launched a new concept for its Isan food chain Tummour. The first branch is near the new Pak Klong Talad Bangkok Flower Market on Prannok - Phutthamonthon Sai 4 Road.
This concept gives each outlet a food garden with 160 seats in an area covering 300-400 square metres.
Laem Charoen Seafood restaurant has been providing a buffet service at all its branches since early January and will continue to do so until the end of March to increase customer traffic and the frequency of visits.
The price is 888 baht and customers can eat up to 60 items from its regular fast-moving menus within a two-hour period.
A source from one of the chain's outlets who requested anonymity said customers are booking up to a day in advance of a planned visit.
"Customer traffic fell sharply since the first outbreak last year. It just started recovering in early December, but with a fresh wave of infections, customer traffic dipped again," said the source.
People are still concerned about the safety of consuming seafood products, said the source.
"The buffet service has caused customers to visit more frequently than prior to the pandemic," said the source.
Despite generally tepid business at seafood restaurants, Laem Charoen remains committed to opening two new branches at Central Salaya and Fashion Island, bringing its total number of branches to 33 by year-end.
Bar-B-Q Plaza launched a flash buffet promotion from Jan 22-24 to lure customers after sales fell sharply during the third week of January because of the fresh wave of the pandemic.
"We just toyed with the new concept, but our sales grew 100% during the campaign," said Boonyanuch Boonbumrungsub, chief marketing officer at Food Passion, owner of Bar-B-Q Plaza.
"We are considering resuming this concept sometime this year."
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Buffet tactic boosting sales - Bangkok Post
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