Krua Thai to open franchise in Japan

Homegrown Thai cuisine restaurant, Krua Thai Inc. is going international, as it is set to open its first overseas outlet in Japan sometime next month.

The restaurant chain, managed by brothers Anthony Ballreich and Poompong "Jim" Hiranpruck now has 13 outlets nationwide, three of which are company-owned, the rest are operated by franchisees.

In an interview with Hiranpruck, he said that Japan will be the restaurant's first entry to the international market, if this will be successful, Krua Thai will enter United States, and in Northern America, like Canada soon.

Hiranpruck, who is a national actor based in Bangkok, Thailand, has decided to give up temporarily his showbiz career in Thailand, and concentrate on the family's booming business in the Philippines.

Krua Thai's sister restaurant, which offers Vietnam cuisine, Hai Phong will be personally managed by Hiranpruck, while Ballreich will focus on the Krua Thai chain of restaurants, including its international franchise move.

The Japan outlet will be operated by a Japanese franchisee, and the franchise deal is currently being clenched, Hiranpruck said.

He said the Krua Thai Japan will most likely be built in a 50-person capacity.

Krua Thai, an authentic Thai food restaurant opened its largest restaurant outlet in Cebu last year, located at the Banilad Town Center (BTC), taking advantage of the vibrant market for theme restaurant in Cebu.

This homegrown theme restaurant has only been operating for five years now, but it has made its presence in Metro Manila, and other parts in the Visayas and Mindanao, like Davao, and Bacolod.

If the Japan outlet will successfully be opened next month, Krua Thai is so far the first Cebuano-owned restaurant chain to open in other country, maximizing the franchise concept.

Hiranpruck's father is a Thai national married to a Cebuana businesswoman. Despite his promising showbiz business in Thailand, he said he has to prioritize and help his family business back in the Philippines.

The restaurant started its operations in 2001. Two years after, the restaurant ventured into catering service for exclusive parties and special occasions.

In an earlier interview with Ballreich he said that there is a market for authentic cuisine here. Besides, he emphasized that the booming tourism industry in Cebu has also helped the restaurant business, specifically for authentic cuisine thrive and expand amid the unfavorable economic condition.

Despite the perceived economic challenges in the country today, Ballreich said the restaurant business has continued to post encouraging sales performance, not only in Cebu, but also in other major cities.

He said the market has now become sophisticated despite the financial crisis, and with the position of Cebu as the center for tourism and business activities in Southern Philippines, it has continued to benefit businesses, like food.

In its Mactan Island branch, he said 80 percent of its clientele profile are the Korean visitors to Cebu, while some are those expatriates from Mactan Export Zone (1 and 2), and good number of Cebuano customers.