published : 4 Mar 2021 at 15:56
Auntie Anne s, the market leader of soft pretzels in Thailand, managed by Central Restaurant Group (CRG), has adjusted strategy to cope with customer behavior during Covid. It has emphasized delivery channels, trialled the mobile store model, and grown smaller sized stores. The latest idea is a new product, CIY Create your Pretzel with the At-Home Pretzel kit, containing pre-mixed flour to make your own easy pretzels at home. Sales are projected to top 50 million baht.
Sucheep Tamacheepjareon, Chief Operating Officer, CRG disclosed that the Covid epidemic has slowed down sales in the bakery market, mainly from the economic impact of reduced consumer spending power, as people are being more cautious in their spending and eating out less. On the other hand, a majority of people have turned more to home cooking, and so the brand has realigned its strategy. For instance, it has focused on delivery sales channels, expanding locat