Required Report - public distribution

**Date:** 2/23/2005

**GAIN Report Number:** TH5019

TH5019

**Thailand**

**HRI Food Service Sector**

**2005**

**Approved by:**

![](media/image1.wmf)Russ Nicely, Agricultural Attache

U.S. Embassy, Bangkok

**Prepared by:**

Sukanya Sirikeratikul / Maysa Chanikornpradit

**Report Highlights:**

Thailand is Southeast Asia's second largest economy and its economy has
shown remarkable improvement with forecast growth of 6.4 percent for
year 2004. Thailand imported \$102 million in consumer oriented foods
from the U.S. in 2004 (Jan.-Nov.), up 43 percent over 2003's \$71
million. The HRI food service sector comprises approximately 150,000
outlets including some 100,000 restaurants and more than 5,000 hotels
and resorts. Thai consumer expenditure on food at all food service
outlets was estimated at \$6.7 billion for 2003.

Includes PSD Changes: No

Includes Trade Matrix: No

Unscheduled Report

Bangkok \[TH1\]

\[TH\]

**Table of Content**

[SECTION I: MARKET SUMMARY 2](#section-i-market-summary)

[Market Overview 2](#market-overview)

[Tourism Industry 4](#tourism-industry)

[Hospitality Industry 10](#hospitality-industry)

[Restaurant Industry 14](#restaurant-industry)

[Catering Service Business 16](#catering-service-business)

[SECTION II: MARKET OPPORTUNITIES 17](#section-ii-market-opportunities)

[SECTION III: ROAD MAP FOR MARKET ENTRY
20](#section-iii-road-map-for-market-entry)

[SECTION IV: BEST MARKET PROSPECTS
21](#section-iv-best-market-prospects)

[SECTION V: CONTACT INFORMATION 23](#section-v-contact-information)

[Hotels and Resorts 23](#hotels-and-resorts)

[Restaurants 26](#restaurants)

[Institutional/Catering Contacts 28](#institutionalcatering-contacts)

[Food Service Importers 29](#food-service-importers)

[Beverage Importers 30](#beverage-importers)

[POST CONTACT AND FURTHER INFORMATION
33](#post-contact-and-further-information)

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# SECTION I: MARKET SUMMARY

## Market Overview

Thailand is Southeast Asia's second largest economy and its economy has
shown remarkable improvement with Gross Domestic Product (GDP) growth
forecast to be 6.4 percent for 2004, while the projected GDP growth rate
for 2005 is around 5.5-6.0 percent. The major driver behind this growth
in 2004 was exports, which are expected to reach a record US\$96
billion, same 22.5 percent higher than 2003. Domestic spending and
increases' private investment also helped drive overall economic
activity. Higher consumer confidence resulting from falling unemployment
and rising farm and non-farm incomes have boosted consumption
expenditures, which have a positive effect on the HRI sector. Per capita
income increased from \$1,966 in 2002 to \$2,196 in 2003. The Thai baht
firmed in 2004, with the baht reference rate averaging 40.27 to the U.S.
dollar in 2004, considerably stronger than the 41.53 recorded in 2003.

Due to the excess liquidity of Thai banks and financial institutions,
special promotional packages of personal loans and credit facilities are
being introduced to Thais, especially the low to middle income segment.
This "easier credit" has stimulated the purchasing power of Thai
consumers, changed the buying and consumption pattern, helped encourage
Thai people to eat out more and is pushing the growth in the overall
foodservice market. In October 2004, the unemployment rate accounted for
1.6 percent of total workforce, which reflected a decrease from the same
period of last year. The employment in the agriculture sector expanded
at 2 percent whereby the hospitality sector had growth of 4.7 percent.

**Thailand's Key Economic Indicators (\* in Billion)**

  ----------------------- ---------- ---------- ---------- ---------- ---------- ----------
                          **Unit**   **2000**   **2001**   **2002**   **2003**   **2004**

  \- Population           Mil.       61.88      62.31      62.80      63.08      63.51

  \- GDP at constant 1998 Billion    3,009      3,073      3,239      3,458      \-
  price                   Baht\*                                                 

  \- GDP Growth           percent    4.8        2.1        5.4        6.8        \-

  \- GNP Per Capita       Baht       77,659     80,249     84,540     91,219     \-

  \- Inflation Rate (CPI) percent    1.6        1.6        0.7        1.8        2.6

  \- Foreign Trade                                                               

  Export                  Billion    67.9       63.1       66.1       78.1       79.0
                          USD\*                                                  

  Growth                  percent    19.5       -7.1       4.8        18.2       23.8

  Import                  Billion    62.4       60.6       63.4       74.3       78.1
                          USD\*                                                  

  Growth                  percent    31.3       -3.0       4.6        17.4       28.6

  \- Trade Balance        Billion    5.5        2.5        2.7        3.8        0.9
                          USD\*                                                  

  \- Balance on Current   Billion    9.3        6.2        7.0        8.0        5.3
  Account                 USD\*                                                  

  \- Balance of Payments  Billion    -1.6       1.3        4.2        0.1        3.6
                          USD\*                                                  

  \- Average Exchange     Baht/USD   40.2       44.5       43.0       41.5       41.3
  Rate                                                                           
  ----------------------- ---------- ---------- ---------- ---------- ---------- ----------

Source: Bank of Thailand

The Thai economy remains likely to grow as targeted for 2005 although
tourism has been affected by the December 2004 tsunami keep the
country's Southern Andaman coast. It is estimated that foreign arrivals
in the six tsunami-affected southern Andaman provinces---Phuket,
Phang-nga, Krabi, Trang, Ranong and Satun - would reduce by 75% in the
first quarter and 50% in the first half of year.

Thailand imported \$102 million in consumer oriented foods from the U.S.
in 2004 (Jan.-Nov.), up 43 percent over 2003's \$71 million. Thailand's
large highly competitive HRI food service sector comprises approximately
150,000 outlets including some 100,000 restaurants and more than 5,000
hotels and resorts. There are low barriers to entry that allow newcomers
to enter the market quickly. Hotels, resorts, restaurants and
institutional service are heavy users of imported food for food
preparation, as are ready-to-eat meals at restaurants, catering services
for airlines and cruise lines. Thai consumer expenditure on food at all
food service outlets was estimated at \$6.7 billion for 2003.

**Thai Consumer Expenditure on Food by Foodservice 1999-2003 (US\$
million)**

  --------------- ----------- ----------- ----------- ----------- -----------
  **Food          **1999**    **2000**    **2001**    **2002**    **2003**
  expenditure**                                                   

  Food Service    5,469       5,659       5,867       6,204       6,682
  --------------- ----------- ----------- ----------- ----------- -----------

Source: Euromonitor

## Tourism Industry

In general, the tourism industry has grown since the beginning the late
1990s as foreign tourists increasingly came to Thailand. This sector has
also continually benefited from the sustained efforts of the government
to promote tourism in Thailand. With about 706 billion Baht (US\$ 17.7
billion) in tourism revenue from both international and domestic
tourists in 2004, representing about 10% of Thailand\'s GDP, the tourism
industry holds an important role in generating income and growth for the
country. Thailand's diverse geography offers a tremendous range of
adventures and activities for tourists such as diving, sailing,
trekking, golfing, cave explorations, and rock climbing.

This helps make Thailand one of the world's most favorite tourist
destinations, with nearly 12 million tourists visiting Thailand in 2004
(up by 20 percent from the previous year). Total spending by
international tourists on food and beverage was Baht 52 billion (US\$1.3
billion) in 2003. They are staying longer than in previous years now up
to about 8 days on average. Average spending per tourist is about Baht
4,000 (US\$100) per day. Approximately 57 percent of the tourists came
from East Asia, with a large increase in the number of tourists from
neighboring countries, namely Malaysia, Vietnam, Korea, Hong Kong, the
Philippines, Cambodia, and Indonesia. Tourists from Europe and the
United States showed stable growth and accounted for 25 and 7 percent of
the total number of international tourists, respectively.

![](media/image2.wmf){width="6.48125in" height="4.152777777777778in"}

The significant supporting factor for tourism in 2005 is the planned
opening of the Suvarnabhumi International Airport, which will be
instrumental in making Thailand a regional travel hub. An increase of
number of tourists about 32.56 percent from 2003 to nearly 12 million is
due to the continual launch through 2003 and 2004 of various aggressive
marketing campaigns by the Tourism Authority of Thailand that are aimed
at promoting the tourism industry of Thailand. The goal is to turn the
country into the tourism hub of Asia by 2006 by offering a variety of
tourist products, emphasizing the distinctive hospitality of the

The significant supporting factor for tourism in 2006 is the planned
opening of the Suvarnabhumi International Airport, which will be
instrumental in making Thailand a regional travel hub. An increase in
the number of tourists of about 32.56 percent from 2003 to nearly

12 million in 2004 is due to the continual launching through 2003 and
2004 of various aggressive marketing campaigns by the Tourism Authority
of Thailand that have been aimed a t promoting the tourism industry of
Thailand. The goal is to turn the country into the tourism hub of Asia
by 2006 by offering a variety of tourist products, emphasizing the
distinctive hospitality of the Thai culture, focusing on eco-tourism as
it develops into a new global trend, and by targeting both the youth
market and the luxury, up-scale tourist segment.

![](media/image3.wmf){width="5.813194444444444in"
height="2.2069444444444444in"}

At present, Thailand has developed into a major convention and incentive
destination for the Asian Region, competing with Singapore and Hong
Kong. Meetings, Incentives, Conventions and Exhibitions (MICE) visitors
accounted for about 15-17 percent of the 9.7 million tourist arrivals in
Thailand in year 2003. However, the average spending per day is almost
double that of regular leisure tourists. They earned the country Baht 34
billion (US\$ 850 million), a 24 percent in crease from 2002. The number
of arrivals for convention purposes increased from 89,677 in 2001 to
106,853, or by 19.15%, in 2002. This is not only because of the many
modern convention/exhibition centers and four- and five-star hotels that
can accommodate large group meetings, but is also due to the strong
promotion by the government.

**International Conventions/Meetings in Thailand**

  ------------------- ---------- ---------- ---------- ---------- ------------ ------------
                      **1999**   **2000**   **2001**   **2002**   **2003\***   **2004\***

  No of Events        914        1,324      1,066      1,292      1,373        1,469

  \% Change           13.8       44.9       -19.5      21.2       6.3          7.0

  No. of Foreign      77,205     98,895     102,953    114,800    129,657      146,632
  Participants                                                                 

  \% Change           15.2       28.1       4.1        11.5       12.9         13.1
  ------------------- ---------- ---------- ---------- ---------- ------------ ------------

Source: the Tourism Authority of Thailand (TAT)

\* Estimates by TAT

The MICE market is forecast to expand more due to heightened awareness
of Thailand's attractions after the APEC events of 2003 and the 15th
International AIDS Conference in 2004, when Thailand played host to
these important events, the lower costs offered by Thai convention
facilities, and convenient, effective infrastructure such as the sky
train, subway and the new airport. Currently, Thailand has five
convention and exhibition centers that meet international standards: the
Queen Sirikit National Convention Center, BITEC, IMPACT, the Pattaya
Exhibition and Convention Hall (PEACH), and the Golden Jubilee
Convention Hall in Khon Kaen. Plans to establish the MICE Bureau, new
two convention centers in Chiang Mai and Phuket, as well as the opening
of the Central World Plaza hotel and Convention Center in the center of
downtown Bangkok will also help to increase the competitive advantages
of Thailand.

**Effects from tidal waves on Thailand macroeconomic outlook**

The massive earthquakes and tidal waves in Indonesia brought their
destructive force to Thailand on 26 December 2004 and left the six
southern provinces of Phuket, Phang-Nga, Ranong, Krabi, Trang, and Satun
with a range of damage from complete to minimal. In some areas many of
the hospitality facilities were completely destroyed, while in other
areas damages were slight. In Phuket and Krabi, hotels and restaurants
are the largest economic sector. These two years suffered the greatest
physical damage, and will take the largest to recover overall about 25%
of available hospitalities/ facilities were heavily impacted. Total
Gross Provincial Product (GPP) of the 6 provinces made up for 29.0% of
Gross Regional Product (GRP) and 2.7% of Thailand's Gross Domestic
Product (GDP). It was estimated that the only major economic impact
would be on the fisheries and tourism sectors. Most of the trade sources
indicated that this Tsunami impact was likely to be short-lived, with
tourist numbers returning to their original level within 2-3 months
overall. The tourism situation in other popular destinations is very
positive, from being heavily booked in places like Bangkok, Pattaya,
Samui Island and Chang Island to having availability on weekdays in
places like Hua Hin, Cha am, Chiang Mai and Chiang Rai. However, it is
forecasted that the trend in the Thailand tourism industry in 2005 still
show a slight increase and the HRI industry in general is expected to
achieve a higher growth rate of approximately 6-8%.

Tourism Performance - 2003 (Contribution of the six southern provinces:
Phuket, Krabi, Phang-Nga, Satun, Ranong, and Trang)

+-------+--------+---------+-------+-------+-------+-------+-------+
| **P   | **Rev  |         | **    | **L   |       | **Av  |       |
| rovin | enue** |         | Total | ength |       | erage |       |
| ces** |        |         | Reve  | of    |       | Spend |       |
|       | (Mil   |         | nue** | S     |       | Per   |       |
|       | Baht)  |         |       | tay** |       | Day** |       |
|       |        |         | (Mil  |       |       | (in   |       |
|       | (US\$  |         | Baht) | (no.  |       | Baht) |       |
|       | 1=Baht |         |       | of    |       |       |       |
|       | 40)    |         |       | days) |       |       |       |
+-------+--------+---------+-------+-------+-------+-------+-------+
|       | **For  | ######  |       | *     | **T   | *     | **T   |
|       | eign** | ## Thai |       | *Fore | hai** | *Fore | hai** |
|       |        |         |       | ign** |       | ign** |       |
+-------+--------+---------+-------+-------+-------+-------+-------+
| P     | 2,4    | 1,      | 732   | 5.44  | 3.82  | 3,6   | 2,7   |
| huket | 76,786 | 303,291 | 63.70 |       |       | 35.63 | 74.50 |
|       |        |         |       |       |       |       |       |
|       | (6     | (       |       |       |       |       |       |
|       | 7.82%) | 32.18%) |       |       |       |       |       |
|       |        |         |       |       |       |       |       |
|       | 59,    | 13      |       |       |       |       |       |
|       | 836.02 | ,427.68 |       |       |       |       |       |
+-------+--------+---------+-------+-------+-------+-------+-------+
| Krabi | 8      | 763,779 | 17,4  | 5.04  | 3.62  | 2,5   | 2,2   |
|       | 59,438 |         | 65.98 |       |       | 95.95 | 70.05 |
|       |        | (       |       |       |       |       |       |
|       | (5     | 47.05%) |       |       |       |       |       |
|       | 2.95%) |         |       |       |       |       |       |
|       |        | 5       |       |       |       |       |       |
|       | 11,    | ,814.47 |       |       |       |       |       |
|       | 651.51 |         |       |       |       |       |       |
+-------+--------+---------+-------+-------+-------+-------+-------+
| Phan  | 1,5    | 766,798 | 6,3   | 5.13  | 2.42  | 1,6   | 1,6   |
| g-Nga | 67,811 |         | 98.98 |       |       | 87.65 | 24.85 |
|       |        | (       |       |       |       |       |       |
|       | (6     | 32.84%) |       |       |       |       |       |
|       | 7.16%) |         |       |       |       |       |       |
|       |        | 2       |       |       |       |       |       |
|       | 4,     | ,101.15 |       |       |       |       |       |
|       | 297.83 |         |       |       |       |       |       |
+-------+--------+---------+-------+-------+-------+-------+-------+
| Satun | 56,835 | 386,510 | 9     | 1.70  | 1.67  | 1,5   | 1,3   |
|       |        |         | 00.32 |       |       | 63.67 | 18.84 |
|       | (1     | (       |       |       |       |       |       |
|       | 2.82%) | 87.18%) |       |       |       |       |       |
|       |        |         |       |       |       |       |       |
|       | 146.37 | 753.95  |       |       |       |       |       |
+-------+--------+---------+-------+-------+-------+-------+-------+
| R     | 21,350 | 324,130 | 9     | 2.15  | 1.35  | 1,6   | 1,5   |
| anong |        |         | 96.44 |       |       | 72.37 | 05.60 |
|       | (      | (       |       |       |       |       |       |
|       | 6.18%) | 93.82%) |       |       |       |       |       |
|       |        |         |       |       |       |       |       |
|       | 42.52  | 950.92  |       |       |       |       |       |
+-------+--------+---------+-------+-------+-------+-------+-------+
| Trang | 52,580 | 491,214 | 2,4   | 3.78  | 2.80  | 1,9   | 1,6   |
|       |        |         | 27.16 |       |       | 54.04 | 54.43 |
|       | (      | (       |       |       |       |       |       |
|       | 9.67%) | 90.33%) |       |       |       |       |       |
|       |        |         |       |       |       |       |       |
|       | 372.61 | 2       |       |       |       |       |       |
|       |        | ,054.55 |       |       |       |       |       |
+-------+--------+---------+-------+-------+-------+-------+-------+

Source: Tourism Authority of Thailand

**Accommodation Available Post-Tsunami**

  --------------- -------------- ----------- ------------ ----------- -------------
  **Hotels still                                                      
  in operation**                                                      

  **Provinces**   Pre-December               **Jan-05**               **% of Hotels
                  26, 2005                                            in
                                                                      Operation**

                  **No. of       **No. of    **No. of     **No. of    
                  Hotels**       Rooms**     Hotels**     Rooms**     

  **Phuket**      560            31,276      423          25,762      82.37%

  **Phang-Nga**   134            5,026       40           792         15.75%

  **Krabi**       337            10,493      285          8,056       76.77%

  **Total**       1,031          46,795      748          34,610      73.96%
  --------------- -------------- ----------- ------------ ----------- -------------

![](media/image4.wmf){width="6.288888888888889in" height="6.3125in"}

![](media/image4.wmf){width="6.288888888888889in"
height="6.3125in"}![](media/image5.wmf){width="6.278472222222222in"
height="6.708333333333333in"}

![](media/image6.wmf){width="6.370833333333334in"
height="6.842361111111111in"}

**Infrastructure**

Thailand has 109 airports, including six international airports, namely
Bangkok, Chiang Mai, Chiang Rai, Phuket, Hat Yai, and U Tapao. The
Bangkok International Airport has two terminals and can accommodate 25
million passengers from more than 80 airlines per year. Bangkok
International Airport (BIA) serves the most air traffic in Thailand with
more than 80 airlines providing service and over 25 million passengers,
160,000 flights and 700,000 tons of cargo handled. Phuket International
Airport ranks second in the country in terms of passengers and cargo
volume. Chiang Mai International Airport is the gateway to Northern
Thailand which is renowned for its breathtaking natural attractions and
deep-rooted cultural traditions.

Source: Airports Authority of Thailand

Thailand has a coastline of 3,219 km with over 4,000 km of waterways.
Ports include Bangkok, Laem Chabang, Pattani, Phuket, Sattahip, Si Tacha
and Songkhla. Currently, there are eight international deep-sea ports in
operation, with four ports permitted to handle container cargo. Laem
Chabang Commercial Port and Map Ta Phut Industrial Port.

Current commercial ports:

-   Klong Toey is the largest port in Thailand and can handle
    approximately 14 millions tons per year \[1.4 million twenty-feet
    equivalent unit (TEU)/year\]

-   Laem Chabang can handle about 7.3 million tons per year (0.6 million
    TEU/yrs)

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**Infrastructure**

Thailand has 109 airports, including six international airports, namely
Bangkok, Chiang Mai, Chiang Rai, Phuket, Hat Yai, and U Tapao. The
Bangkok International Airport has two terminals and can accommodate 25
million passengers from more than 80 airlines per year. Bangkok
International Airport (BIA) ideally known as, Don Muang, serves the most
air traffic in Thailand with more than 80 airlines providing service to
over 25 million passengers with 160,000 flights and 700,000 tons of
cargo handled. Phuket International Airport ranks second in the country
in terms of passengers and cargo volume. Chiang Mai International
Airport is the third largest airport and is the gateway to Northern
Thailand which is renowned for its breathtaking natural attractions and
deep-rooted cultural traditions.

## 

+------------------------------+--------+--------+--------+---------+
| ########                     |        |        |        |         |
| # Bangkok Air Traffic Volume |        |        |        |         |
+------------------------------+--------+--------+--------+---------+
| **Volume/Year**              | **     | **     | **     | *       |
|                              | 1980** | 1990** | 2000** | *2010** |
+------------------------------+--------+--------+--------+---------+
| International Passengers (in | 4,138  | 10,906 | 25,656 | 40,486  |
| Thousands)                   |        |        |        |         |
+------------------------------+--------+--------+--------+---------+
| Domestic Passengers (in      | 452    | 3,423  | 9,360  | 15,481  |
| Thousands                    |        |        |        |         |
+------------------------------+--------+--------+--------+---------+
| Total                        | 4,590  | 14,329 | 35,016 | 55,949  |
+------------------------------+--------+--------+--------+---------+
| Cargo (in Thousand Tons)     | 111    | 447    | 1,353  | 2,463   |
+------------------------------+--------+--------+--------+---------+
| Flights (in Thousands)       | 54     | 109    | 203    | 279     |
+------------------------------+--------+--------+--------+---------+

## 

Thailand has a coastline of 3,219 km with over 4,000 km of waterways.
Ports include Bangkok, Laem Chabang, Pattani, Phuket, Sattahip, Si Tacha
and Songkhla. Currently, there are eight international deep-sea ports in
operation, with four ports permitted to handle container cargo.

Current commercial ports:

-   Klong Toey is the largest port in Thailand and can handle
    approximately 14 millions tons per year \[1.4 million twenty-feet
    equivalent unit (TEU)/year\]

-   Laem Chabang can handle about 7.3 million tons per year (0.6 million
    TEU/yrs)

## Hospitality Industry

By excluding the tsunami disaster that happened in Thailand to end 2004,
in general the hotel performance has been booming since the beginning of
the year, both in resort areas like Phuket and in the capital, Bangkok.
Thailand's relative political stability encourages development and
investment, as does its geographic location in the heart of South Asia.
Add to that Thailand's reputation for an excellent service culture, it
is not difficult to understand dramatic growth in hotel development
throughout the country. This has been especially apparent in Chiang Mai,
Phuket, Krabi, Pattaya and Bangkok.

![](media/image7.wmf){width="7.913194444444445in"
height="1.804861111111111in"}

Exogenous, uncontrollable risk factors such as the attack of Tsunami in
December 2004, Southern Province civil unrest, and health concerns
(Avian Influenza) are major factors that negatively affected the tourism
and hotel industry in 2004. It is forecasted that expected hotel
occupancy rate for 2005 will be 55% for the whole country. However, the
decrease in both occupancy rate and number of tourist arrivals in the
six Southern provinces affected by the Tsunami will be offset by the
upsurge of tourists visiting other interesting tourist destinations such
as Hua-Hin, Rayong, Pataya, Trat, Surat Thani, Chiang Rai, Chiang Mai
and some other provinces in the North East of Thailand.

![](media/image8.wmf){width="6.202083333333333in"
height="2.3645833333333335in"}

The hospitality business in 2005 is forecasted to see a slight increase
from 2004 due to expectations of positive economic conditions and some
other supporting factors such as new low cost airlines, which are
gaining in popularity; from the new Bangkok international Airport, and
the aggressive marketing promotion strategy of Tourism Authority of
Thailand. Competition in the hotel industry is expected to be high and
increasing. Currently, about 20 percent of the hotel rooms in Thailand
are operated by international chains and the rest by independent
operators. In anticipation of future prosperity in the market, the hotel
industry continues to evolve with the rest of Bangkok. Last year, many
companies re-evaluated their presence in Bangkok and numerous properties
changed brands to increase their competitive advantages -- for example,
the Hilton became a Swissotel and Le Royal Meridien rebranded to an
InterContinental. Smaller, luxurious boutique hotels are beginning to
enter the market.

With a number of leading international hotel chains entering the Thai
market, existing hotels are readjusting their marketing strategies by
focusing more on revenues received from food and beverage sales. For the
4-5 star hotels with 400 rooms or more, food and beverage sales accounts
for about 40% of total revenues while these hotels spent the average of
30% to purchase these products. It is estimated that the hotel food and
beverage market will grow at least 10 percent in year 2005. It is
anticipated that at least 5 billion baht (\$125 million) will be
invested by 4-5 star hotels, as most of them will be competing on the
standards and quality of their recreational, meeting and dining rooms.
The entire HRI sector sources about 30-35 percent of their food products
via imports, with the remainder locally keep; the U.S. has approximately
20 percent of the imported product share. U.S. beef, fruits, lobster,
fish, crab, seasonings, wine, etc. are well known in the
hotel/restaurant trade and with airline catering companies.

![](media/image9.wmf){width="7.554861111111111in"
height="6.1819444444444445in"}

![](media/image10.wmf){width="5.969444444444444in"
height="5.965972222222222in"}

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## Restaurant Industry

The restaurant industry in Thailand continues to show high growth
throughout 2005 in line with the overall economic growth and the higher
levels of Thai consumer confidence, which translates into increased
spending on restaurants and other food services. It is estimated that
the sales value of restaurant business will increase up to US\$ 5
billion by the end of 2005 at a 6 percent projected growth rate.

**Monthly Restaurant Turnover 2003**

+------------------------------+---------------------------------------+
| **Month**                    | **Turnover**                          |
|                              |                                       |
|                              | (US\$ million)                        |
+------------------------------+---------------------------------------+
| **January**                  | 300.31                                |
+------------------------------+---------------------------------------+
| **February**                 | 282.24                                |
+------------------------------+---------------------------------------+
| **March**                    | 303.91                                |
+------------------------------+---------------------------------------+
| **April**                    | 331.39                                |
+------------------------------+---------------------------------------+
| **May**                      | 346.79                                |
+------------------------------+---------------------------------------+
| **June**                     | 345.79                                |
+------------------------------+---------------------------------------+
| **July**                     | 363.71                                |
+------------------------------+---------------------------------------+
| **August**                   | 370.56                                |
+------------------------------+---------------------------------------+
| **September**                | 352.06                                |
+------------------------------+---------------------------------------+
| **October**                  | 355.43                                |
+------------------------------+---------------------------------------+
| **November**                 | 366.03                                |
+------------------------------+---------------------------------------+
| **December**                 | 432.42                                |
+------------------------------+---------------------------------------+
| **Total**                    | **4,151.00**                          |
+------------------------------+---------------------------------------+

The restaurant business is one of the most competitive industries in
Thailand. Food outlets are everywhere, from small carts dotting every
street and pathway to five-star restaurants in some of the world's
finest hotels. Restaurant Businesses in Thailand can be divided into
three categories as follows:

**1. Quick Service Restaurants** has occupy about a 6 per market share
of the overall restaurant industry and have become increasing popular in
Thailand, with a projected annual growth rate of 10-15 percent. Patrons
of QSRs in Thailand today comprise an increasingly diverse group. The
traditional family group, office workers, teenagers and tourists all
form part of the expanding QSR market. Conventionally, about 80 percent
of a total food franchises in the Thai market are formed through
partnerships with US brands, leading examples being McDonald's,
Starbucks and Burger King. Currently, the brands within the QSR market
in Thailand cater only to the top one-third of all Thai consumers due to
the limited spending power in the remaining two-thirds of the market.
Therefore, there is still more opportunity for this QSR market to
penetrate to the latter category. It is estimated that the QSR market
will grow to reach nearly US\$500 Million at the end of 2006.

The QSR market is mainly dominated by franchising businesses (90%),
which are chicken (37%), burger (14%), pizza (18%), ice cream (11%), and
others (20%). The examples of QSRs currently operating in Thailand are
KFC, McDonalds, the Pizza Company, Pizza Hut, Burger King, Dairy Queen,
A&W, Chester's Grill, Subway, Auntie Anne's, Baskin Robbins, Sizzler,
Swensen's, etc. At present, the QSR sector in Thailand has encountered
some effects from the consumer trend towards more healthy products, as
most Thai consumers perceive that fast food products contain less
valuable nutrition than ordinary Thai food. In addition to this, the
growth of the QSR restaurant segment has also been hindered by the
expansion of local SMEs restaurants into hypermarkets and department
stores.

**Growth of the Thai Quick Serve Restaurant Market (2004-2006)**

  -------------------------------- ------------ ------------ ------------
                                   **2004**     **2005**     **2006**

  Restaurant Sales (Mil. U.S.      6,340        6,816        7,327
  Dollar)                                                    

  QSR Market Size (Mil. U.S.       400          443          490
  Dollar)                                                    

  QSR Market Share (%)             6.3          6.5          6.7
  -------------------------------- ------------ ------------ ------------

Source: Industry estimates

**Comparative Market Share in the Thai QSR Market** (US\$1=Baht40)

+----------------------+--------+-----+--------+-----+--------+-----+
| **Revenue** (in Mil. | **     |     | **     |     | **     |     |
| U.S. Dollar)         | 2001** |     | 2002** |     | 2003** |     |
+----------------------+--------+-----+--------+-----+--------+-----+
|                      | #####  | *   | **Rev  | *   | **Rev  | *   |
|                      | #### R | *(% | enue** | *(% | enue** | *(% |
|                      | evenue | )** |        | )** |        | )** |
+----------------------+--------+-----+--------+-----+--------+-----+
| Pizza                | 43     | 1   | 57     | 1   | 65     | 1   |
|                      |        | 4.2 |        | 7.3 |        | 8.4 |
+----------------------+--------+-----+--------+-----+--------+-----+
| Chicken              | 124    | 4   | 126    | 3   | 132    | 3   |
|                      |        | 0.8 |        | 8.3 |        | 7.4 |
+----------------------+--------+-----+--------+-----+--------+-----+
| Hamburger            | 55     | 1   | 56     | 1   | 48     | 1   |
|                      |        | 8.1 |        | 7.0 |        | 3.6 |
+----------------------+--------+-----+--------+-----+--------+-----+
| Ice Cream            | 32     | 1   | 35     | 1   | 39     | 1   |
|                      |        | 0.5 |        | 0.7 |        | 1.0 |
+----------------------+--------+-----+--------+-----+--------+-----+
| Other                | 50     | 1   | 55     | 1   | 69     | 1   |
|                      |        | 6.4 |        | 6.7 |        | 9.6 |
+----------------------+--------+-----+--------+-----+--------+-----+
| Total Market         | 304    | 10  | 329    | 10  | 353    | 10  |
|                      |        | 0.0 |        | 0.0 |        | 0.0 |
+----------------------+--------+-----+--------+-----+--------+-----+

Source: Ministry of Commerce and industry estimates

The pizza segment continued to provide the fastest growth within the
market with an estimated 13% increase in 2003. The home
delivery/takeaway is performing moderately, with about 4 percent in the
number of units in 2003 and the share held predominantly by pizza
operators, with major brands such as The Pizza Company and Pizza Hut
leading the sector. The Pizza Company is now a market leading 70% share
of the national pizza market. The highly competitive natural of this
Pizza market has pushed all market players to offer highly innovative,
quality products. New menu additions for home delivery such as hot and
sour flavors of chicken wings and dessert have been introduced to the
market to differentiate themselves from other players in the market.

**2. International/High-end Restaurants** The sector that occupies the
highest growth in restaurant industry with total market value not less
than U.S.\$ 250 million. It is estimated that the market share for this
restaurant type is approximately 9.2 percent. In Thailand, Japanese
restaurants are ranked number one in terms of consumer preference,
followed by American, Italian, Chinese and Vietnamese cuisine in that
order.

####### Value of Full Service Restaurants 2000-2003 (US\$million)

+------------------------------+--------+--------+--------+---------+
|                              | **     | **     | **     | *       |
|                              | 2000** | 2001** | 2002** | *2003** |
+------------------------------+--------+--------+--------+---------+
| \- Casual dining             | 1,088  | 1,243  | 1,315  | 1,406   |
+------------------------------+--------+--------+--------+---------+
| \- Pizza Full-service        | 46     | 50     | 55     | 60      |
| restaurants                  |        |        |        |         |
+------------------------------+--------+--------+--------+---------+
| \- Other Full-service        | 5,122  | 5,352  | 5,623  | 5,928   |
| restaurants                  |        |        |        |         |
|                              | 2,813  | 2,931  | 3,075  | 3,232   |
| \--Family/local              |        |        |        |         |
|                              | 182    | 191    | 202    | 215     |
| \--Hot pot & grill           |        |        |        |         |
|                              | 111    | 117    | 122    | 129     |
| \--International             |        |        |        |         |
|                              | 74     | 90     | 111    | 136     |
| \--Japanese                  |        |        |        |         |
|                              | 66     | 69     | 71     | 74      |
| \--Western                   |        |        |        |         |
|                              | 1,876  | 1,954  | 2,042  | 2,142   |
| \--Other                     |        |        |        |         |
+------------------------------+--------+--------+--------+---------+
| Total                        | 6,256  | 6,645  | 6,993  | 7,394   |
+------------------------------+--------+--------+--------+---------+

**3. Small Restaurant (SMEs-Small Medium Enterprises)** Most of new
entrepreneurs who want to have their own restaurants will first enter
into this market as SME-type restaurants due to the low initial
investment required to start up this type of business. The industry
estimates that the market share for this sector will reach about 84.6
percent of all restaurants in 2005. The Thai marketplace has been
changed over the short-term by the massive influence of the hypermarkets
and their co-located small neighborhood shopping centers. Their food
courts have raised standards in the market and taken market share
primarily at the expense of street vendors. This sector recorded total
sales value of US\$140 million in 2003.

**Income and percentage of food consumption**

  ------------------------ ------------ ---------- ---------- ---------- ----------
                           **Units**    **1999**   **2000**   **2001**   **2002**

  Per capita income        \$/capita    1,986      1,958      1,831      1,966

  \% of disposable income  Percent      33.3       32.2       33.9       33.6
  spent on food                                                          

  \% spent eating out      Percent      6.3        7.0        7.4        7.7
  ------------------------ ------------ ---------- ---------- ---------- ----------

The increasing numbers of new restaurants and their popularity among
consumers has keep taken market share from hotels' F&B outlets. General
restaurants have been replaced in the market by restaurant chains such
as Oishi, Fuji, Zen, MK Suki, S&P, Black Canyon, Seefah restaurant, etc.
Currently, Thailand possesses over 1,000 fast food branches nationwide.
Fast food products are made available in an increasing number of outlets
and have become more popular as nowadays most Thai consumers can
purchase lunch boxes, burgers, hot and cold drinks and ready-to-eat
foods in convenience stores or supermarkets near their workplace or
home.

Recently, the growth of fast food outlets has decreased, mainly due to
the change in Thai consumers' eating habits to include more healthy and
ethnic cuisines. Consumer trends in Thailand always keep evolving. As
more Thais travel abroad and receive greater exposure to foreign trends,
these are also exerting significant influence on the food service market
in Thailand. For example, Japanese foods (Ramen restaurants and
Japanese-style buffet restaurants) are emerging as a popular type of
foreign food in Thailand, while Japanese fad are widely appreciated and
adopted among Thai teenagers. Since Thai consumers generally eat less
beef, many burger chains have diversified their menus to include pork,
chicken, fish, and vegetables to accommodate local tastes.

Traditionally, Thai families enjoy dining out, but most families,
especially in the provinces, prefer to cook at home for everyday meals.
Recently, home delivery and takeaway has witnessed a surge in its
consumer base, and is valued for its convenience and speed, especially
so among working professionals. An increase in eating out and
patronizing restaurants is especially prominent among the younger
generation, as well as working professionals, as it is more convenient
and efficient than cooking at home. The large variety of food
establishments in the market has also resulted in a considerable
increase in foodservice expenditure. There are many more choices than
before.

## Catering Service Business

The Thai catering market has become increasingly concentrated and
competitive among hotels and the restaurant sector. Catering businesses
range from small to large-scale businesses and are categorized into four
categories: contract caterers (Compass Group, F&B International Co.),
airline and exhibition caterers (Thai Airways International Plc., Siam
Flight, Gate Gourmet (Thailand) Ltd., BITEC, Impact Arena), hotels and
medium-high end restaurants, and local small caterers. It is estimated
that there are more than 200 local caterers, which are managed by
owner-proprietors and family members provide catering services focused
only on clients in some particular geographic area and some special
functions such as local wedding ceremonies, birthday parties, seminars,
new house ceremonies, etc.

Some of the medium-sized catering services infrequently import directly,
usually purchasing through recognized and established importers and
distributors. The target groups of the contract catering services in
Thailand are the customers at workplaces, ranging from employee
restaurants to executive dining. These clients include local, national
and international organizations; military services; hotels; hospitals;
office buildings and airlines. Hospitals, office buildings, and large
factories are providing more cafeterias or food court for their staff
and customers. These contract-catering services use both local and
imported food products, depending upon their customers' requirement.
Approximately 10 percent of these menus use imported products such as
french fries, beef, salmon, lamb, sauces and seasonings, cheese, fresh
fruits & vegetables, seafood, turkey, and a variety of beverages. For
Thai Airways, which is a government enterprise, it has to comply with
the government's objective of promoting Thai products. Thai Airways,
Siam Flight and Gate Gourmet use approximately 20 percent of imported
food for their airline catering service.

# SECTION II: MARKET OPPORTUNITIES

-   Thailand, covering 198,114 square miles, is situated in the heart of
    Southeast Asia and is considered the gateway to Indochina. Thailand
    borders Laos in the north and northeast, Burma in the north and
    west, the Andaman Sea in the west, Cambodia and the Gulf of Thailand
    in the east, and Malaysia in the south. There is a population of
    64.9 million at the end of 2004. Theravada Buddhism is the national
    religion and is actively practiced by about 95% of Thais, with the
    remainder practicing Islam, Christianity, Hinduism and other faiths.
    About 46 million Thais are 15-64 years old (68.7%).

-   The size of the work force now exceeds 34 million, with the majority
    of the workforce under 30 years of age.

-   The minimum wage in Thailand is currently 175 baht per day
    (US\$4.38) in Bangkok, and between 133-168 baht (US\$3.10-3.91) per
    day in other provinces.

# 

> **Thailand Minimum Daily Wage**
>
> The minimum wage in Thailand is currently 175 baht per day (US\$4.48)
> in Bangkok, and between 133-173 baht (US\$3.41-4.43) in other
> provinces.

  ------------------------------------- ---------------- -----------------
  **Provinces**                         **Baht/Day**     **USD/Day**

  Phuket                                173              4.43

  Bangkok, Samut Prakarn, Nonthaburi,   175              4.48
  Pathum Thani, Nakhon Pathom, Samut                     
  Sakhon                                                 

  Chonburi                              157              4.02

  Nakron Ratchasima and Saraburi        150              3.84

  Kanchanaburi, Chanthaburi,            142              3.64
  Phetchaburi, Ratchaburi, Samut                         
  Songkhram, and Ang Thong                               

  Chachoengsao and Krabi                144              3.69

  Singburi and Narathiwat               135              3.46

  Chiang Mai and Phang Nga              149              3.82

  Ranong and Rayong                     147              3.77

  Ayuddhaya                             146              3.74

  Chumphon, Lamphun, Sa Kaeo, and       141              3.61
  Sukhothai                                              

  Khon Kaen, Trang, Buriram, Prachin    140              3.59
  Buri, Lop Buri, Sing Buri, and Suphan                  
  Buri                                                   

  Nakhon Nayok and Phichit              138              3.53

  Chiang Rai, Nan, Phayao, Phrae, Maha  137              3.51
  Sarakham, Mae Hong Son, Yasothon,                      
  Surin, and Ubon                                        

  The rest of the country               133              3.41
  ------------------------------------- ---------------- -----------------

Source: Bank of Thailand

Remark: 1 USD = Baht 39 (2004)

-   Given the economic importance of the Thai restaurant, hotel and
    catering services sector, this sector represents strong potential
    for U.S. products;

-   Literate population due to comprehensive schooling, increased
    overseas studies, international travel, access to internet and cable
    TV;

-   Over 10 percent of total population lives in Bangkok, which accounts
    for 90 percent of the sales of fast moving consumer goods;

-   Most of medium and high-income people live in the major cities,
    including Bangkok, Phuket, Chantaburi, Chiang Mai, Chiang Rai,
    Chonburi, Hat Yai, Khon Kaen, Nakorn Ratchasima, Pattaya,
    Petchaburi, Ratchaburi, Samui Island, Surat Thani, Ubon Ratchatahni
    and Udon Thani;

-   A stable and stronger Baht in 2004 led to an increase in imported
    consumer-oriented food products from the U.S;

-   Over the past few years, Thais living in urban areas have become
    relatively brand conscious, less price-oriented and their shopping
    behavior has moved away from the traditional open-air wet markets to
    modern supermarkets and shopping centers which offer them
    convenience and a wide selection of products in a modern experience;

-   High growth in the number of hotels, resorts and other tourist
    accommodations continues to lead to an increase in the number of
    imported food items purchased to support more tourists;

-   Hotels and international restaurants play an important role in
    increasing consumer awareness about U.S. products, which may not be
    commonplace in the retail markets e.g. certain types of seafood,
    etc.

-   Changing eating habits of Thais are helping to grow the restaurant
    business in Thailand. Consumers are now eating out more frequently,
    whenever they want to.

-   Upper and middle-income groups in Thailand like to spend money on
    food, especially during the holidays, and also for daily
    consumption. Consumption of imported food products peak during New
    Year, Christmas, Chinese New Year and the Thai New Year seasons as
    gifts of food are given, especially consumer products such as
    coffee, tea, milk, snack foods, jelly, jam, crackers, nuts, fruit
    juice, wine, beer, whisky, health foods and fresh fruit;

-   Continuous increases in the number of health-conscious consumers is
    leading to higher demand for health and functional food and drinks;

-   Thai consumers view U.S.-origin foods and beverages as high quality
    and consistent products, for instance: U.S. beef, french fries,
    dried and fresh fruits, nuts, fruit juice, jams, and other products
    are always rated by local consumers as the best in the world.
    However, this perspective does not apply to all U.S. products as
    some local consumers still prefer wine from France, for example.

**Advantages and challenges facing US products in Thailand**

+-----------------------------------+-----------------------------------+
| **Advantages**                    | **Challenges**                    |
+-----------------------------------+-----------------------------------+
| \- Many varieties of superior     | \- U.S. exporters don't know much |
| U.S. high quality agricultural    | about the Thai market and at the  |
| products from fresh to processed  | same time severe competition from |
| food.                             | China, Australia, New Zealand,    |
|                                   | Japan and other neighboring       |
| \- Excellent opportunities exist  | countries impedes the entry of    |
| for U.S. products targeting niche | U.S. products                     |
| markets                           |                                   |
+-----------------------------------+-----------------------------------+
| \- Increase of per capita income  | \- U.S. products are not always   |
| increased from \$1,966 in 2002 to | price-competitive compared to     |
| \$2,196 in 2003                   | imports from other Asian          |
|                                   | countries due to high tariffs,    |
| \- GDP for 2005 is projected at 6 | shipping costs and time to        |
| percent                           | Thailand                          |
|                                   |                                   |
| \- Increase in Thai consumers'    |                                   |
| preference for higher quality     |                                   |
| products                          |                                   |
+-----------------------------------+-----------------------------------+
|                                   | \- The bilateral free trade       |
|                                   | agreement between Thailand and    |
|                                   | other countries, particularly     |
|                                   | China, Australia, and India,      |
|                                   | induces the import of more        |
|                                   | low-price products from these     |
|                                   | trade partners                    |
+-----------------------------------+-----------------------------------+
| \- Local Thai consumers view      | \- Local manufacturers can        |
| US-origin products as high        | improve or change quality of      |
| quality and safe and are          | products, tastes or packaging     |
| confident in U.S. foods and       | sizes according to changes in     |
| beverages consistency             | consumer behavior and can lower   |
|                                   | production cost                   |
+-----------------------------------+-----------------------------------+
| \- Eating style of Thai people is | \- Lack of continuous promotion   |
| changing to include more imported | of U.S. varieties in Thai market. |
| food items                        | Exporters need to support market  |
|                                   | promotion campaigns to attract    |
|                                   | and build new markets             |
+-----------------------------------+-----------------------------------+
| \- Increase in niche markets with | \- Market penetration for         |
| higher incomes and high premium   | imported products is concentrated |
| product preferences               | in Bangkok and major              |
|                                   | tourist-destination provinces     |
+-----------------------------------+-----------------------------------+
| \- The booming tourism industry   | \- American style mass food       |
| is ratcheting up demand for HRI   | products produced locally cost    |
| products, especially U.S. beef,   | less                              |
| turkey, seafood, wine, fruits &   |                                   |
| vegetables, and seasonings which  |                                   |
| can be used in American, French,  |                                   |
| Japanese and other international  |                                   |
| style restaurants                 |                                   |
+-----------------------------------+-----------------------------------+
| \- Reliable supply of U.S.        | \- Thai government's policy and   |
| agricultural products and         | actions try to increase demands   |
| advanced U.S. food processing     | for Thai local products           |
| technology                        |                                   |
+-----------------------------------+-----------------------------------+
| \- A wide range of restaurants    | \- Very high import tariffs on    |
| and menus to meet demands of      | high value consumer food and      |
| tourists requires a wide variety  | beverage products, especially     |
| of products                       | U.S. meat products, wine,         |
|                                   | whiskies, cherries, peaches,      |
|                                   | plums, pears, French fries, etc.  |
+-----------------------------------+-----------------------------------+
| \- Thai importers prefer to deal  | \- Lack of trader and consumer    |
| with reliable U.S. suppliers who  | awareness of U.S. products, while |
| are able to supply products at    | marketing costs to increase       |
| competitive prices                | consumer awareness are high       |
+-----------------------------------+-----------------------------------+
| \- Thailand's beneficial          | -Due to the high import tariffs   |
| geographical location is viewed   | on U.S. products, most Thai       |
| as a gateway to the larger        | importers have shifted to import  |
| Indochina and other Asian markets | less expensive products from      |
|                                   | other Asian countries, especially |
|                                   | Australia, China, Malaysia,       |
|                                   | Singapore, etc.                   |
+-----------------------------------+-----------------------------------+

**Food Show in Thailand**

**The International Food & Hospitality Show 2005 (IFHS 2005)**

Date: September 14-17, 2005

Venue: The Queen Sirikit National Convention Centre (QSNCC), Bangkok

IFHS 2005 is organized by Bangkok Exhibition Services Ltd., part of The
Montgomery Network, organizer of over 100 exhibitions annually. This
annual trade show has been held in Thailand since 1990. It successfully
incorporates Wine & Spirits Thailand, CleanTex Thailand & Bakery
alongside with Retail Thailand. Visitors target for this show include
hotels, supermarkets, department stores, grocery stores & retailers food
& drink manufacturers and processors, importers, distributors,
wholesalers, restaurants, bar & clubs, caterers, trade associations,
fast food outlets, bakeries, wine importers, retailers, food & beverage
managers, airlines, etc. U.S. exporters who are interested in exports
food and beverages product for hotels & restaurants, retailers, food and
beverage manufacturers should participate in the show. FAS Bangkok will
provide support services to U.S. exhibitors including on-site booth
within the U.S. pavilion and a market briefing for U.S. exporters who
will participate in this show.

+-----------------------+-----------------------+-----------------------+
| ######## [Thailand O  | ######## [Worldwide A | ###### [Asian A       |
| rganiser]{.underline} | ssociate]{.underline} | ssociate]{.underline} |
|                       |                       |                       |
| **Bangkok Exhibition  | **Overseas Exhibition | **International Expo  |
| Services Ltd.**       | Services Ltd. (OES)** | Management Pte Ltd    |
|                       |                       | (IEM)**               |
| **(BES)**             | 11 Manchester Square, |                       |
|                       |                       | 47 Scotts Road #05-02 |
| 62 Rama VI Soi 30     | London W1U 3PL        |                       |
| Rama VI Road,         |                       | Goldbell Towers,      |
|                       | United Kingdom        |                       |
| Samsennai, Phyathai,  |                       | Singapore 228 233     |
| Bangkok 10400         | Tel: +44 (0) 20 7862  |                       |
|                       | 2121                  | Tel: +65 6736 1221    |
| Thailand              |                       |                       |
|                       | Fax: +44 (0) 20 7862  | Fax: +65 6736 1771    |
| Tel: 662-617-1475     | 2128                  |                       |
|                       |                       | Email:                |
| Fax: 662-271-3223     | Email:                | en                    |
|                       | p                     | quiry@iemallworld.com |
| Email:                | march@oesallworld.com |                       |
| ifhs@besallworld.com  |                       |                       |
|                       |                       |                       |
| Website:              |                       |                       |
| http://www.ifhs.net/  |                       |                       |
+-----------------------+-----------------------+-----------------------+

# SECTION III: ROAD MAP FOR MARKET ENTRY

Direct contact with local food service importers is the best entry
strategy for U.S. exporters. Hotels and resorts do not import food
directly in volumes to be attractive to U.S. exporters. It is easier for
hotels and resorts to order from food service importers because they
specialize in providing high quality U.S. products to the five-star
hotel and restaurant industry. Restaurants such as fast food chains or
family style restaurants also order and purchase imported food from food
service companies or from their affiliated companies who act as their
distributors. Five star hotels and resorts are the heaviest users of
U.S. products. International food restaurants located in the prime areas
of Bangkok, Chiang Mai, Hua-Hin, Samui island, and Phuket island are
secondary recommendations for U.S. exporters. Direct contact with
catering services is highly recommended for first time market contact.

# 

# 

# 

# 

# 

# 

# SECTION IV: BEST MARKET PROSPECTS

Best market prospects for U.S. suppliers include:

-   American spices and seasonings

-   Bakery and Baking products: flour, biscuits, pancake mixes, waffles,
    French toast, cookies, muffins, cakes, frosting and icings, and puff
    pastry

-   Beverage: fruit and vegetable juice, wine, liquor, whisky, beer,
    cocktail mixes, and mineral water

-   Canned foods (soup, fruit and vegetables)

-   Condiments: bacon bits & toppings, barbecue and cocktail sauce,
    dips, hot sauce/pepper sauce, mayonnaise, mustard, olives, salsa and
    taco sauce, pickles, steak sauce, syrups, salad dressing, and
    vinegar

-   Dairy products: cheese, processed cheese, whipped topping, sour
    cream, ice-cream, dips

-   Fresh and frozen seafood such as fish fillets, scallop, lobster,
    mussel, oyster, halibut, cod fish, Alaska king crab, etc.

-   Fresh fruit and vegetables (radish, celery, carrots, apples, grapes,
    cherries, kiwi fruit, avocados, blueberries, grapefruit, oranges)

-   Jams, Jellies & Spreads

-   Meat: frozen and chilled beef, poultry, processed meats (ham,
    sausage, deli meats)

-   Potatoes: frozen French Fries, hash browns, shoestrings, etc.

# 

# 

![](media/image11.wmf){width="7.8625in" height="8.315277777777778in"}

**Thailand Imports and US share of Top 50 Food and Fishery Imports --
HRI market**

![](media/image11.wmf){width="7.8625in" height="8.315277777777778in"}

# 

# 

# 

# 

# 

# 

# 

# 

# 

# 

# 

# 

# 

# 

# 

# 

# 

# 

# 

# 

# 

# 

# SECTION V: CONTACT INFORMATION

## Hotels and Resorts

Amari Watergate Hotel

847 Petchburi Rd.

Pratunam, Rajthevi

Bangkok

Tel : 662-653-9000

Fax : 662-653-9045

Contact : Mr. Sanjog Modgil, Director of Food & Beverage

E-mail : <fb@atrium.amari.com>

Website : www.amari.com

Amari Atrium Hotel

1880, New Petchburi Road,

Huay Kwang, Bangkapi

Bangkok 10320

Tel: 662-718-2000

Fax: 662-718-2004

Contact: Mr. Sanjog Modgil, Director of Food & Beverage

E-mail : <fb@atrium.amari.com>

Website: www.amari.com

Bangkok Marriott Resort and Spa Hotel

257 Charoennakorn Road,

Bangkok 10600

Tel: 662-476-0022

Fax: 662-477-0811

Contact: Russell Paine, Director of Food & Beverage

E-mail :

Contact : John Westoby, Director of Operations

E-mail : jwestoby@minornet.com

Website: www.marriotthotels.com/bkkth

Banyan Tree Bangkok

21/100 South Sathorn Road,

Sathorn, Bangkok 10120

Tel: 662-679-1200

Fax: 662-679-1188

Contact: Scott Murray, Director of Food and Beverage

E-mail: scott.murray@banyantree.com

Website: www.banyantree.com

Conrad Hotel

All Seasons Place,

87 Wireless Road,

Bangkok 10330

Tel: 662-690 9999

Fax: 662-690 9000

Contact: Nattapol Khajornsripitak, Executive Assistant Manager

E-mail: nattapol@conradbangkok.com

Website: www.conradhotels.com

Dusit Thani Hotel

946 Rama IV Road,

Bangkok 10500

Tel: 662-236-9999

Fax: 662-236-6400

Contact: Thitikorn Pitchan, Assistant F&B Manager

E-mail: thitikorn.d@dusit.com

Website: www.dusit.com

Four Seasons Hotel

155 Rajadamri Road,

Bangkok 10330

Tel: 662-250-1000

Fax: 662-253-9195

Contact: Lubosh Barta, Director of Food and Beverage

E-mail: lubosh.barta@fourseasons.com

Website: www.fourseasons.com/bangkok

Grand Hyatt Erawan Bangkok

494 Rajdamri Road,

Bangkok 10330

Tel: 662-254-1234

Fax: 662-254-6286

Contact: Chris Conway, Director of Food and Beverage

E-mail: chris.Conway@hyattintl.com

Website: [www.bangkok.hyatt.com](http://www.bangkok.hyatt.com/)

Intercontinental Bangkok Hotel

973 Ploenchit Rd., Lumpini

Bangkok 10330

Tel : 662-656-0444

Fax : 662-656-0555

Contact : Kym Barter

E-mail: kym_barter@interconti.com

Website: http://bangkok.intercontinental.com/

JW Marriott Hotel

4 Sukhumvit Road, Soi 2,

Bangkok 10110

Tel: 662-656-7707

Fax: 662-656-7711

Contact: Mr. Stefan Gruber, Food and Beverage Director

E-mail: Stefan.gruber@marriotthotels.com

Website: www.marriott.com

Montien Hotel Bangkok

54 Surawongse Road

Bangkok 10500

Tel : 662-233-7060

Fax : 662-234-8060

Contact : Mr. Piyawin Sukondhavich

E-mail: fbbkk@montien.com

Website : www.montien.com

Peninsula Hotel

333 Charoennakom Road

Klongsan Bangkok 10600

Tel: 662-861-2888

Fax: 662-861-1112

Contact: Mr. Joseph Sampermans, Director of Food and Beverage

E-mail : jsampermans@penninsula.com

Website: http://bangkok.peninsula.com

Royal Orchid Sheraton Hotel

2 Captain Bush Lane, New Road,

Siphya, Bangkok 10500

Tel: 662-266-0123

Fax: 662-236-8320

Contact: Dario Orsini, Director of Food and Beverage

E-mail : Dario.orsini2@sheraton.com

Website: www.royalorchidsheraton.com/

Shangri-La Hotel

89 Soi Wat Suan Plu,

New Road, Bangrak,

Bangkok 10500

Tel: 662-236-7777

Fax: 662-236-8579

Contact: Mr. Thomas Schmitt-Glaeser, Director of Food and Beverage

E-mail : Thomas.Schmitt-glaeser@shangri-la.com

Website: www.shangri-la.com

Sheraton Grande Sukhumvit Hotel

250 Sukhumvit Road

Bangkok 10110

Tel: 662-653-0333

Fax 662-653-0400

Contact: Dennis J. Thouvard, Director of Food and Beverage

E-mail : denis.thouvard@starwoodhotels.com

Website: www.sheratongrandesukhumvit.com

Sofitel Central Plaza Hotel

1695 Phaholyothin Rd,

Chatuchak, Bangkok 10900

Tel: 662-541-1234

Fax: 662-541 1087

Contact: Wuthisak Pichayagan, Food and Beverage Manager

E-mail : fboffice@chr.co.th

Website: www.centralhotelsresorts.com

Sukhothai Hotel

13/3 South Sathorn Road,

Bangkok 10120,

Tel: 662-344-8888

Fax: 662-287-4980

Contact: Anne-Marie Houston, Executive Assistant Manager of Food and
Beverage

E-mail : anne-marie@sukhothai.com

Website: www.sukhothai.com

Tawana Ramada Hotel

80 Surawongse Rd.

Bangkok

Tel : 662-236-0361

Fax : 662-236-3738

Contact : Mr. Chatchawarn Hiranyaman

E-mail : twn99@tawanahotel.com

Website : www.tawanahotel.com

The Oriental Hotel

The Oriental, Bangkok 48 Oriental Avenue,

Bangkok 10500

Tel: 662-659-9000

Fax: 662-659 0000

Contact: Eric Weber, F&B Manager

E-mail : ericw@mohg.com

Website: www.mandarin-oriental.com/bangkok

## Restaurants

13 Coins Restaurant

13 Coins Towers Ltd.

525/3 Ratchadapisek Road,

Huaykwang, Bangkok 10310

Tel: 662-274-1219

Fax: 662-274-1218

Contact: Somchai Nitiwanakul, Managing Director

Bourbon St. Bar and Restaurant

Texxan Co., Ltd.

29/4-6 Behind Washington Theatre

Sukhumvit Soi 22,

Bangkok 10110

Tel: 662-259-0328/9

Fax: 662-259-4318

Contact: Douglas B. Harrison, Managing Director

Website: www.bourbonstbkk.com

Hamilton's Steak House

Dusit Thani Hotel

946 Rama IV Road,

Bangkok 10500

Tel: 662-236-9999

Fax: 662-236-6400

Contact: Thitikorn Pitchan, Assistant F&B Manager

Hard Rock Café

424/1, 424/3-6 Siam Square Soi 11

Pathumwan, Bangkok 10330

Tel: 662-251-0792/94

Fax: 662-254-0832

Contact: James Choong, General Manager

Website: www.hardrockcafe.co.th

Outback Steakhouse

OBS Restaurant Thailand Limited.

2nd Floor Siam Discovery Centre

Rama 1 Road, Pathumwan

Bangkok 10330

Tel: 662-658-0202

Fax: 662-658-0204

Contact: Ajay Verma, Proprietor

Neil's Tavern Restaurant

58/4 Soi Ruam Rudee,

Wireless Road, Bangkok 10330

Tel: 662-256-6874-6

Fax: 662-650-9740

Contact: Pipat Pitsanusakorn, Managing Director

New York Steakhouse

2nd Floor, JW Marriott Hotel

4 Sukhumvit Road, Soi 2,

Bangkok 10110

Tel: 662-656-7707

Fax: 662-656-7711

Contact: Mr. Stefan Gruber, Food and Beverage Director

Park Avenue Steak House

Panumas Marketing & Distribution Co., Ltd.

G/F, Mercury Tower,

540 Ploenchit Road,

Bangkok 10330

Tel: 662-658-7722/3

Fax: 662-658-7892

Contact: Panumas Pornvarakorn, Proprietor

Roses Are Red (Steak and Seafood Restaurant)

413/5 Sukhumvit Soi 55

(Between Thonglor 23-25) Bangkok

Tel: 662-392-1881-2

Fax: 662-392-4530

Contact: Triphong Kohengkul, Managing Director

S & P Syndicate Public Company Limited

457-457/6 Soi Sukhumvit 55 Vadhana

Bangkok 101110

Tel: 662-381-3412

Fax: 662-381-2790

Seafood Palace International (Seafood Market and Restaurant)

Euro Emporium Co., Ltd.

348 Sukhumvit Road., Asoke Sq.,

Bangkok 10110

Tel: 662-653-1145-8, 653-3900/5

Fax: 662-653-1149

Contact: Nucha Kathapithak, General Manager

Tony Roma's

Mas Millennium (Thailand) Ltd.

87 Sukhumvit Road, Ground Floor,

Nai Lert Building

Klongtoey, Wattana

Bangkok 10110

Tel: 662-254-2912

Fax: 662-254-1326

Contact: Raymond Chow, General Manager

## 

## Institutional/Catering Contacts

Compass Group Services Co., Ltd.

100/1 Vorasombat Building, 11, Rama 9 Rd.,

Huaykwang, Bangkok 10320

Tel: 662-247-5720-5

Fax: 662-247-5726

Contact: Hugues Reveille, Managing Director

M.L. Chaninprom Kamalasana, Purchasing Manager

Thai Airways International Plc.

Bangkok International Airport,

Donmuang, Bangkok 10210

Tel: 662-697-1128

Fax: 662-504-4057

Contact: Suchada Tiyavanich, Duty Manager Procurement Section

Siam Flight Services Ltd.

Bangkok International Airport

Vipavadee-Rangsit Road,

Donmuang, Bangkok 10210

Tel: 662-996-8881 ext. 150

Fax: 662-996-8889

Contact: Charunan Ratana-arporn, Purchasing Manager

Gate Gourmet (Thailand) Ltd.

71 Chaengwattana Road,

Kwaeng Talad Bangkhen,

Khet Laksi, Bangkok 10210

Tel: 662-521-8200-5

Fax: 662-521-1164

Contact: Kanyanan Chullabut, Purchasing Manager

Impact Arena Exhibition and Convention Center Muang Thong Thani

99 Popular Road, T. Banmai,

A. Pakkred, Nonthaburi 11120

Food and Beverage Department

Tel: 662-504-5050

Fax: 662-504-4444

Contact: Chawanich Sirisinghol, Food and Beverage Director

Bangkok International Trade and Exhibition Centre

8 Bangna-Trad (Km.1),

Bangna, Bangkok 10260

Tel: 662-749-3939

Fax: 662-749-3959

Contact: Dana Caron, Food and Beverage Director

F&B International Co., Ltd.

Queen Sirikit National Convention Center

60 New Rachadapisek Road, Klongtoey,

Bangkok 10110

Tel: 662-229-3213

Fax: 662-229-3174

Contact: Anake Boontham, Food and Beverage Manager/Acting General
Manager

## Food Service Importers

Fine Food International Co., Ltd.

524/26 Soi 19 Rama 9 Road,

Huay Kwang, Bangkapi,

Bangkok 10310

Tel. 662-319-5274-5

Fax. 662-319-7352

E-mail: finefood@loxinfo.co.th

Contact: Pairat Rodjanaporn, Managing Director

Intermarco Co., Ltd.

50 Hajana Village

Srisena Rd., Phuket 83000

Tel. 66-076-253-024

Fax. 66-076-216-425

Contact: Ron Brandon, Managing Director

Pan food Co., Ltd.

3388/7 Sirirat Bldg. 2nd Floor,

Rama IV Rd., Klongton, Klong-Toey

Bangkok 10110

Tel. 662-671-5093, 672-7982

Fax. 662-671-8454

E-mail: panfood@hotmail.com

Contact: Vutikorn Daomanee, Managing Director

Siam Food Services

2439 Old Paknam Railway Rd.

Prakhanong, Klongtoey,

Bangkok 10110

Tel. 662-240-4000 ext. 101

Fax. 662-671-8591

E-mail: pn@siamfoodservices.com

Contact: Pieter Nuboer, CEO

Superior Quality Food Co., Ltd.

50 Soi Pattanakarn 20,

Suanluang, Suanluang District,

Bangkok 10250

Tel. 662-720-0641-3

Fax. 662-720-0644

E-mail: nittokai@hotmail.com

Contact: Supharat Laopranichon, Managing Director

Tohkaiya Company Limited

33/89-90 Moo 10, Thepharak Rd.,

K.M. 16, Bangplee,

Samutprakarn 10540

Tel. 662-312-1861-2, 752-5506-7

Fax. 662-750-7370

E-mail: Email:ssloo@tohkaiya.com

Contact: S.S. Loo, Managing Director

Don's Foods Co., Ltd.

48/5 Sai yuan Road, Moo7,

Tambon Rawai, Muang, Phuket 83130

Tel:66-76-289-314

Fax: 66-76-289-319

E-mail: dontek@loxinfo.co.th

Contact: Donal D. Battles, Managing Director

## Beverage Importers

Ambrose Wine Limited

3/Flr., Bangkok Business Centre,

29 Sukhumvit 63 Road (Ekamai),

Klongton Nue, Wattana,

Bangkok 10110

Tel. 662-714-2531-40

Fax. 662-714-2545

E-mail: wisanp@ambrosewine.com

Contact: Mr. Wisan Pijibandan, Marketing Director

Bangkok Beer and Beverage Co., Ltd.

193/54 Lake Rajada Office Complex

14th Floor, Rajadapisek Road, Klongtoey,

Bangkok 10110

Tel. 662-661-9446-7

Fax. 662-661-9448

E-mail: pc@bbb.co.th

Contact: Mr. Pongchalerm Chalermsaphayakorn, Executive Director

Bangkok Liquor Co., Ltd.

3/1 Convent Road, Silom,

Bangkok 10500

Tel. 662-674-7901/2

Fax. 662-212-6890

E-mail: kiti@bangkokliquor.com

Contact: Mr. Kitti S.Chaikul

BJC Marketing Co., Ltd.

99 Soi Rubia, Sukhumvit 42 Road,

Phrakanong, Klongtoey,

Bangkok 10110

Tel. 662-367-1111

Fax. 662-712-2241

Email: bjcwine@berlijucker.co.th

Contact: Praphol Vongsrivongse, Acting General Manager

Cannon Pacific Co., Ltd.

188/3 Soi Sukhumvit 63 (Ekamai),

Klongton Nua,

Bangkok 10110

Tel. 662-391-6318

Fax. 662-391-6320

Contact: Mr. Ekachai Mahaguna, Managing Director

Cititex Enterprises Co., Ltd.

40/29 Moo 5, Karnchanapisek Road,

Bangbon, Bangkok 10150

Tel. 662-895-1761

Fax. 662-895-3958

Contact: Mr. Sithisak Chatamornwong, Managing Director

California Wine Co., Ltd, The

498-504 Sukhumvit 22, Besides Washington Theatre,

Sukhumvit Road, Klongton,

Bangkok 10110

Tel. 662-260-5794-5

Fax. 662-260-5807

Contact: Mr. Sorasit Wongsantivanich, General Manager

Diethelm & Co., Ltd.

2439 Old Paknam Railway Road,

Klongton, Klongtoey,

Bangkok 10110

Tel. 662-672-5535-39 Ext 101

Fax. 662-672-2569

E-mail: kritkasp@spd.diethelm.co.th

Contact: Mr. Kritkasem Panyarachun, Sales & Marketing Manager,
Food/Special Products Div.

Global Premium Wine Co., Ltd.

295 Rama 3 Road, Bangkorlaem,

Bangkok 10120

Tel: 662-689-0441-3

Fax: 662-689-0200

E-mail: info_globewine@yahoo.com

Italthai Industrial Co., Ltd.

2 Soi Soonvijai 3, New Petchburi Road,

Bangkapi, Huaykwang,

Bangkok 10320

Tel. 662-318-1617-22

Fax. 662-314-1809

E-mail: erik@italthaicellar.com

Contact: Mr. Erik Cornetet, Deputy Group Manager

Nicolas B.C. Co., Ltd.

36/9-10 Chaengwattana Road,

Thungsonghong, Laksi,

Bangkok 10210

Tel. 662-982-7178

Fax. 662-982-7760

Contact: Mr. Jajarindr Saochin, Managing Director

Splendid Surplus Co., Ltd.

27/17-18 Petchkasem Road,

Nongkhaem, Luksong,

Bangkok 10160

Tel. 662-807-4074

Fax. 662-807-4073

Contact: Mr. Thanis Potchapornkul, Managing Director

Vanichwathana (Bangkok) Co.,Ltd.

41 Anuwong Road,

Bangkok 10100

Tel. 662-222-2450

Fax. 662-224-8042

Mr. Vichai Kanchanasevee, Assistant Managing Director

V&K Inter Group Company

140/1 Soi Sukhumvit 4,

Sukhumvit Road, Klogntoey,

Bangkok 10110

Tel. 662-656-8030/5

Fax. 662-656-8182/3

Contact: Mr. Dominique Forey, Managing Director

Mr. Kittipong Dechaampai, Managing Director

Wine Gallery

9/8 Sukhumvit Soi 44,

Klongton, Klongtoey,

Bangkok 10110

Tel. 662-261-4602

Fax. 662-261-4536

Contact: Ms. Wantana Loakulrak, General Manager

## 

## 

## 

## 

## 

## POST CONTACT AND FURTHER INFORMATION

The Foreign Agricultural Service in Bangkok maintains up-to-date
information covering food and agricultural import opportunities in
Thailand and would be pleased to assist in facilitating U.S. exports and
entry to the Thai market. Questions or comments regarding this report
should be directed to the Foreign Agricultural Service in Bangkok at the
following local or U.S. mailing address:

+-----------------------------------+-----------------------------------+
| **[Local]{.underline}:**          | **[U.S. Mail]{.underline}:**      |
|                                   |                                   |
| Office of Agricultural Affairs    | Office of Agricultural Affairs    |
|                                   |                                   |
| U.S. Embassy                      | U.S. Embassy, Box 41              |
|                                   |                                   |
| 120-122, Wireless Road            | APO AP 96546                      |
|                                   |                                   |
| Bangkok 10330                     |                                   |
|                                   |                                   |
| Tel. +662-205-5106                |                                   |
|                                   |                                   |
| Fax. +662-255-2907                |                                   |
|                                   |                                   |
| Email: Agbangkok@usda.gov         |                                   |
|                                   |                                   |
| Home page: www.usdathailand.org   |                                   |
|                                   |                                   |
| www.fas.usda.gov                  |                                   |
+-----------------------------------+-----------------------------------+

End of Report.