Three Ways the Thai Express Menu Drives Sales
Customers return again and again for our authentic Thai dishes
Imagine a fast food restaurant where customers come back every day for a week — or even two — because they love delicious, fresh and healthy food. That’s exactly the world multi-unit Thai Express™ franchise owner Eddy Hassan wakes up to every day.
Eddy owns several Thai Express franchise locations in the Montreal, Canada, market, and he’s the first U.S. franchise owner — with a location in the iconic Mall of America®, Minneapolis. Whenever he’s in one of his restaurants, Eddy recognizes dozens of familiar faces.
“The customers come and try the food the first time, and they love it,” Eddy says. “Then, they come back the next day, and then the next. I’ve owned other franchise concepts, and none of them produce the same results. Repeat customers, many times in the same week, always coming in and leaving happy.”
Founded in 2004, Thai Express took Canada by storm, growing to more than 285 locations in the past decade. Tapping into a powerful, unfed demand for an authentic, fast and affordable Thai experience, Thai Express has exploded in popularity in Canada to become not just the top Asian QSR in the country, but also one of the most recognizable restaurant brands in Canada. Bolstered by the support and leadership of franchise giants MTY Group™ and Kahala Brands™, Thai Express is entering the United States market where the demand for Thai food has been rising for years.
At the core of our brand’s business is our innovative menu of authentic Thai dishes that provide all of the highlights of this popular, traditional cuisine. The dishes are at once sweet, spicy, savory and filling, while many of the dishes are also light and healthy, as well. This is a winning combination in the crowded fast food world, and here’s how.
Thai Express dishes are authentic and delicious
Demand has been rising for authentic Asian cuisine. In fact, the Washington Post notes that demand for Asian food has increased 500% since 1999, and it shows no signs of slowing down. Thai food is one of the most underserved portions of the Asian market, too.
Industry research firm Edelman’s notes that Thai food is popular with millennials, as well, and 23% of this coveted demographic seeks out Thai regularly. Yet, to find Thai, they have to turn to mom-and-pop fine dining establishments or rely on cafeteria-style food lines.
Thai Express takes the best of both worlds — fresh, authentic dishes like Pad Thai, Tom Yum or curries — and combines these dishes with a rapid delivery. All of meals are cooked fresh to order, while the customer watches.
Menu versatility drives repeat sales
Thai Express’s menu is simple: we have six core dish choices that form the heart of the menu. But within this simplicity comes incredible diversity, which stems from the combinations of flavors.
Diners choose their protein — chicken, beef, shrimp, fish, etc. — and combine that with a choice of starch, such as rice or noodles. Then they can further customize their dishes with level of spiciness, add-ons such as vegetables, and other authentic ingredients.
The result is a menu that features more than 300 flavor combinations in just six items. This simplicity with diversity is what keeps people coming back time and again, sometimes to enjoy an old favorite and sometimes to seek out new culinary adventures.
Quick consistency meets food theater
Thai Express puts the express in Thai food. In fact, all of the meals are cooked to order and most are delivered in three minutes or less. We add an additional, valuable component: food theater.
Visit any hibachi grill, and you’ll see how much people love watching their food get made. Yet, food theater typically takes large amounts of time — longer, say, than the average employee gets for a lunch break.
With Thai Express, they enjoy the art of preparation and plating, receive a delicious, attractive meal, and they get their food fast. This takes the elusive, authentic flavors of Thai cuisine out of the “special treat” category and moves it into the “daily meal” column, which means your customers will turn to you more frequently to satiate their lunch and dinner cravings.
Bring a Thai Express franchise to your community today
Thai Express is a low-cost investment opportunity with high potential for growth as we expand across the United States. Startup costs range from $370,900 to $832,700, depending on the model you choose. Since 2004, we saturated 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 your first Thai Express franchise is $30,000, and the franchise fee for multiple units can be discounted if certain conditions and criteria are met.