Global brand Thai Express is planning a UK roll-out of its popular food concept

Enjoy fun and flavour in abundance with this international restaurant franchise

Everyone loves a good Pad Thai and although Thai Express prides itself on delivering just that, the brand offers so much more.

From humble beginnings in Montreal, Canada in 2001, the company quickly went from one to 200 franchised stores within seven years - becoming one of the fastest-growing Thai franchises globally.

For everyone and anyone

Changing the notion of having Thai food as a special meal from your local Thai cafe, Thai Express aims to bring Thai food to the everyday, for everyone and anyone. The brand’s price point is a testament to that, as students can afford it, as well as families who want to enjoy a meal out together.

Allowing customers to choose their level of spice, Thai Express offers a huge range of gluten-free, vegan and halal options, which means its menu is suitable for all.

In addition, all food is cooked in an open kitchen, allowing customers to view the theatre element of the chefs on the wok.

As Thai food is a popular cuisine in the UK, Thai Express restaurants are based in high footfall locations in order to attract the maximum number of customers and raise the profile of the brand.

Thai Express is constantly working to stay relevant when it comes to the latest food trends. Although its menu has core dishes, the company regularly adds seasonal specials and new twists on regular favourites. This helps keep the menu fresh and customers engaged.

Expansion through franchising

The company says that the aim has always been to franchise the concept. Because of this, for the past eight years, Thai Express has built a solid supply chain from its central warehouse in north London, which has the capacity to cater for a national network of restaurants.

To maintain menu consistency, Thai Express prides itself on sourcing high-quality ingredients, which ensures customers are always happy. Another element of the franchise business is the processes and procedures that have been developed that allow franchisees to run the business with ease and focus on customer satisfaction.

Technology also plays an important role, as it helps franchisees keep costs under control while providing customers with a first-class dining experience, whether in restaurant or at home.

Pre-COVID, the company had been planning a national franchise roll-out. However, because of the pandemic, the last 12 months have been spent on reformulating and rethinking where Thai Express fits in a post-COVID world.

Operations director Uzma Pattani says: “The food industry has changed. Food delivery has dominated and although we have adapted we need to be ahead of the game.”

So what’s in store for Thai Express?

“We believe a successful rollout will be a multilayered game plan,” Uzma says. “Customers will be craving an in-store experience and our restaurants have to become destinations that are located in strong food delivery catchments, so we can have the best of both worlds.”

Three store formats

Thai Express franchised restaurants come in three formats:

• QSR. Small footprint outlets (500-1,000 sq ft) with high footfall, which are ideal for new franchisees entering the sector.
• QSR+. Larger outlets of 1,000- 1,800 sq ft with 50-plus seats and creating 30-minute dwell time. Ideal for ambitious investors and operators, Thai Express recently launch this format in Fosse Park, Leicester with its newest franchisee partner.
• Fast casual. 1,800-3,000 sq ft restaurants offering a full dining experience with table service, higher average spend and a full drinks menu. This concept will extend and push the boundary of the brand globally. The first restaurant of this type will be launched in Edinburgh this summer under the name Thai Express Kitchen.

No matter which Thai Express outlet you visit, you’ll want to share a photo of it on Instagram, as each one transports customers out of their everyday life to a place of fun and flavour.

Becoming a franchisee

When becoming a franchisee, the goal is always to invest in a profitable business, learn how to run it quickly and run it with ease.

Thai Express is looking for people who want to remain in the food industry for the long term.

It’s keen to sell territories and be the backbone for strong franchisees who want to own multiple units and join a brand that is focused on providing excellent ongoing support.

“When we bought the UK master franchise for Thai Express, the goal was never to run before we could walk,” Uzma says.

“We had to be absolutely certain that everything was in place before we began franchising, including a head office support team and a robust supply chain with the ability to distribute nationally on a consistent basis - the key elements franchisees require to open a store in a timely fashion.

“When someone joins the Thai Express family and becomes a franchisee, it’s our duty to make sure they’re successful.

“We are only as good as our franchisees, so now is a very exciting time for us and we’re confident that although Thai food has been a favourite for a long time in the UK we offer something that is ‘same same but different’.”