Thai Leisure Group has rolled out a revolutionary new menu for its brand Chaophraya, heightened service levels, and made a full change to its visual identity.
Fusing culinary imagination with fine cuisine, Chaophraya’s new menu delivers a sophisticated edge to Thai dining, by offering a mix of eclectic and contemporary dishes inspired by tastes from across the Thai regions.
The new dining experience is focused on taking guests on a culinary and cultural journey, combining the innovative menu with traditional Thai hospitality and opulent décor. This journey is expressed through new menu design, a whole of estate signage change, new website, digital and printed media. A video series has also been filmed in Thailand to heighten understanding of the brand and how it takes inspiration from Thailand as a destination.
As part of the transformations, Chaophraya is encouraging guests to embrace the traditional way of dining as per Thai culture, by eating ‘family style,’ where multiple dishes are shared by everyone at the table. This new dining experience will challenge misconceptions associated with eating Thai food with chopsticks, as in the majority of cases only noodle dishes are eaten this way, and instead, a spoon and fork will be presented at the table.
Ian Leigh, Managing Director at Thai Leisure Group, said, “Over the past six months we have been working on the repositioning of our Chaophraya brand, based on the findings of a considerable consumer and marketplace research project. In an ever more competitive category, we recognised an opportunity to differentiate Chaophraya from its competitors by reinforcing its position as a contemporary dining brand, sitting between casual and fine dining.
“The changes have seen us take Thai to the next level, inspired by Thailand, but not being married to the concept of absolute authenticity. This has been well received by our guests, seeing an increase in first time customers experiencing the brand, continued great feedback and an increased spend per head of just over £1.50.”