How Thai Express Differs From Other Asian Cuisine Brands
Fresh, cooked to order food is valued by consumers, and builds brand awareness as well as customer loyalty and solid repeat business
Can Asian cuisine be the fastest-growing, yet most underserved, food segment in the U.S. dining market? Yes, and that’s why the Thai Express™ franchise concept is experiencing such rapid growth across the United States.
“Asian cuisine is underserved in that there are not many fast-casual brands out there, especially when compared to pizza, sandwiches and burgers,” says Ray Zandi, Vice President of Operations. “And what’s out there is split between brands that are not franchised, or individual, family-owned locations specific to a city or area.”
Expanding the traditional menu
Another issue is the fact that “Asian” has become interchangeable with “Chinese” in many American consumers’ minds. Creating authentic, flavorful Asian cuisine made to order is a major differentiator for a Thai Express franchise.
“If the market only has one or two restaurants, and they are offering a traditional Chinese menu where the food is prepared away from the customers and then sits under heat lamps, Thai Express franchise is going to stand out,” Zandi says. “Customers walk in, customize their order and then get to watch it be prepared. They get an interactive experience, and that is very appealing.”
Pairing unique offerings with convenience
In fact, the menu itself is a big draw for every Thai Express franchise, thanks to the ability to “mix and match” a core set of ingredients and spices to create hundreds of combinations.
“People love Thai food because they enjoy tinkering with the levels of spice and heat profiles,” Zandi says. “Even so, they may not have an hour to go into a restaurant for a full, sit-down experience. At Thai Express, they get authentic Thai food within three minutes of ordering, in an attractive setting. They also realize during that first visit that there are many more options to try, so they are eager to return. That helps the franchise build not only repeat business, but also a strong reputation.”
Bring Thai Express to your community today
Thai Express is a low-cost investment opportunity with high potential for growth as it expands across the United States. Startup costs range from $370,900 to $832,700, depending on the model. Since 2004, Thai Express has spread across the Canadian market with a business model built for entrepreneurs who are passionate about bringing an authentic and affordable Thai food experience to their communities. The franchise fee for the first Thai Express franchise is $30,000, and the franchise fee for multiple units can be discounted if certain conditions and criteria are met. For more information, download our free franchise information report.