CP AXTRA Partners with Minor Food to Open 5 Restaurant Brands in Makro and Lotus's

CP AXTRA Public Company Limited, the wholesale and retail operator of Makro and Lotus's, has partnered with The Minor Food Group Public Company Limited, a leading restaurant operator in the Asia Pacific region, to launch their first joint Corporate Franchisee partnership on 19 October. This collaboration brings 5 popular restaurant brands, namely Dairy Queen, Swensen's, GAGA, Bonchon and Steak & More, to open in high-potential Makro and Lotus's branches nationwide. The synergy between the 2 organisations aims to develop shopping malls under the Happy & Healthy Mall strategy into a Food & Lifestyle Destination that supports dining, shopping and daily living for customers across all 5 generations throughout the day in one place.

Partnership Details and Nationwide Branch Expansion

This collaboration between the 2 retail and restaurant industry leaders aims to create new business opportunities alongside expanding food and lifestyle choices for consumers. Mall spaces at Makro and Lotus's will be complemented by high-potential restaurants to create spaces of happiness for local communities. The key details of the partnership are summarised in the following table.

Investment Roles and Store Management Standards

Under the Corporate Franchisee model, CP AXTRA will act as the investor and Franchisee to expand the restaurants into shopping mall spaces across its network of more than 2,650 branches. Its strengths in location and diverse customer base will be used to select high-potential branches that match consumer demand in each area. This approach will help create a Traffic Anchor that attracts customers to visit and spend more time inside the shopping malls each day.

Meanwhile, Minor Food will manage the stores and oversee all operations to ensure full compliance with the standards of each brand. The organisation will bring its restaurant industry expertise and franchise management experience from a network of over 3,000 branches across 25 countries worldwide to fully support operations. Combining the expertise of both parties will strengthen branch potential and lay the foundation for long-term mutual growth.

Executive Perspectives on Building a Food & Lifestyle Destination

Ms Benchawan Ongsri, Chief Mall Business Officer at CP AXTRA Public Company Limited, stated that the organisation is pleased to build upon its collaboration with a strong partner like Minor Food under the Happy & Healthy Mall development plan. Driving the business through the Corporate Franchisee model combines strengths in branch network, space and customer base with the partner's food expertise and strong brands. This partnership will generate new avenues of growth and elevate the spaces into a Food & Lifestyle Destination that supports the lifestyles of customers of all ages.

Mr Thunyachate Ekvetchavit, Chief Development Officer at The Minor Food Group Public Company Limited, said that the 2 organisations have enjoyed a long-standing partnership, and the launch of this Corporate Franchisee model takes their collaboration to a more intensive new level. Minor Food is ready to combine its store management and franchise system expertise with CP AXTRA's branch network to select suitable brands that fulfil customer demand in each area. This approach will create value for customers, partners and communities while sustainably expanding business opportunities.

This news is of interest to hotel professionals, event organisers and food operators monitoring trends in Corporate Franchisee branch expansion and the creation of Traffic Anchors within shopping mall spaces. It is also beneficial for event organisers and travellers visiting various regions, who will have more international-standard dining options at Makro and Lotus's branches nationwide. The expansion of dining hubs in community shopping malls also provides greater convenience for the general public in their daily lives.