Thursday, June 30, 2016

Mango Tree Worldwide: Expansion in Indonesia

Gerai-gerai di Jepang
Mango Tree Worldwide plans to drive its popularity to new levels in Indonesia with a bold new flagship Thai restaurant in Jakarta and new partners following the ending of its relationship with its existing franchise partner.

With an announcement expected in the coming months, the global restaurant group plans to also open flagship Mango Tree outlets in Bandung and Bali with plans to open 10 restaurants across Indonesia over the next five years.

“The dining scene is Indonesia is dynamic and growing fast,” said Mango Tree Worldwide Managing Director Trevor Mackenzie. “Culinary lifestyle concepts are increasingly finding an audience, particularly among young diners, and this is exactly where we are positioned so the time is right for us to grow our brands in the market.”

“Thai food is already very popular but we are taking it is step further presenting it as more of a lifestyle experience where diners get to hang out in a bar/lounge ambiance, drink Thai-inspired cocktails, eat Thai-tapas small plates and chill out to DJ sounds into the evening.”

Mango Tree Worldwide currently operates franchised restaurants in many of the world’s leading cities such as London, Tokyo, Hong Kong and Washington DC, as well as its home base of Bangkok.

“These are exciting times for Mango Tree as we seek new franchise or corporately-owned partners to maximize the opportunities for our brand in Jakarta and across the country,” added Mr. Mackenzie.

Mango Tree has been in talks with leading developers and major global hospitality brands in Indonesia, who have been quick to recognize the opportunity to build on the brand’s equity and take it to the next level of success.

“We plan to unveil our new restaurant in the fourth quarter of this year as we finalise our partners,” Mr. MacKenzie said. “Our key criteria are to work with a group or individual with vision and understanding of our three concepts – the signature Mango Tree lifestyle restaurant, Mango Tree BistroBar and Mango Tree CafĂ©.

“We will develop flagship restaurants in Jakarta, Bali and Bandung with bistros in stand alone locations and cafes that are designed for shopping mall diners where nothing exists that can compare to our lifestyle brand and service delivery.”

Mango Tree Worldwide finished 2015 with USD90 million in gross revenue across the group and expects to grow by 10 per cent in 2016 as it continues its growth strategy across Asia, UAE, USA and Europe.

The first Mango Tree in China recently opened in Qingdao to be followed by a second location in Guangzhou in 3Q with a third to be announced shortly. The group has also began a relationship with Hilton Worldwide hospitality group with a pop-up restaurant at Hilton Pudong in Shanghai. 

In Europe, Mango Tree is poised to ink deals this year in Milan, Barcelona and Copenhagen following its successful introduction to the European Union grouping last year with a pop up Mango Tree restaurant in Milan at the award-winning La Rinascente department store.

The Mango Tree group is a dynamic, innovative and fast-growing company that has a vision to bring authentic Thai cuisine with a creative twist to the world, and to plant a Mango Tree in every major world city. At the vanguard of the global Thai food explosion, the Mango Tree group comprises the Mango Tree, Mango Tree Bistro and Mango Tree Cafe brands, as well as Coca, the contemporary steamboat suki concept. The group's heritage dates back to 1957, when Khun Srichai Phanphensophon opened the first Coca restaurant in Surawong, launching the suki trend in Thailand. The pioneering spirit continued when the group's CEO and celebrity chef Pitaya Phanphensophon, Srichai's son, opened the first Mango Tree restaurant in the heart of Silom in 1994. Today, the group operates more than 70 restaurants and cafes in 15 countries in Asia, the Middle East, and the USA. Part cultural ambassador and part culinary innovator, Mango Tree has charted a course to become the premier global Thai cuisine brand, delivering quality Thai cuisine, stylish design, and intuitive service that always exceeds diners' expectations.

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