Destination Group launching Boom Boom Burger
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Destination Group is to introduce a new burger joint Boom Boom Burger, as part of a broader expansion plan in Thailand. Located at Sukhumvit Bangkok, the first Boom Boom Burger store is scheduled to open on Tuesday (September 1).
Besides the burger, Destination Group also has plans to launch a pizza chain soon. Earlier this year, Destination brought the US burger brand Big Boy into Thailand, the brand’s first destination in Southeast Asia. Launching with a delivery service only, it will roll out food trucks and kiosks in Bangkok from October.
The group aims to open Thailand’s first full-scale Big Boy outlet early next year and then expand to 20 to 25 branches during the next three years, Gary Murray, founder, and CEO of Destination told the Bangkok Post newspaper.
The expansion plan in Asia will cost Destination about US$25 million, according to the company.
Destination said it is also finalizing a licensing agreement with a Mexican casual-dining brand.
Questions & Answers
Q.What is the expected opening date for the new Boom Boom Burger store in Thailand?
What is the expected opening date for the new Boom Boom Burger store in Thailand?
The first Boom Boom Burger store is set to open on Tuesday, September 1st. It will be located in Sukhumvit, Bangkok, as part of Destination Group's expansion plans in the country.
Q.What is Destination Group's strategy for expanding the Big Boy brand in Thailand after its initial launch?
What is Destination Group's strategy for expanding the Big Boy brand in Thailand after its initial launch?
Initially, Big Boy launched with delivery services only. The group plans to roll out food trucks and kiosks in Bangkok from October, followed by the first full-scale Big Boy outlet early next year.
Q.How much capital is Destination Group investing in its expansion plans across Asia?
How much capital is Destination Group investing in its expansion plans across Asia?
Destination Group has allocated approximately US$25 million for its expansion strategy in Asia. This investment covers various new ventures, including new burger and pizza chains, and other brand introductions.
Q.Does Destination Group have plans for any other new brands beyond burgers and pizza?
Does Destination Group have plans for any other new brands beyond burgers and pizza?
Yes, Destination Group is also in the process of finalising a licensing agreement. This agreement is for a new Mexican casual-dining brand, adding to their diverse food ventures.
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