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Thai government develops Thai restaurant franchises around the world.

Opportunities

Opening up entertaining (not to mention appetizing) global outposts that generate both instant cash and future income from increased tourism/trade is far more profitable than boring brochures and travel trade shows. Country and city governments from Belgium to Chile should take notice, as should clever design/food/brand experts, who could set up dedicated ‘city/country branding’ consulting and implementation ventures. Useful links http://www.depthai.go.th

Thai government develops restaurant franchises

Now this is TRUE country-branding: Thailand’s government is developing Thai food franchises along the lines of the McDonald’s chain. The highly branded outlets will be known as Golden Leaf, Cool Basil and Elephant Jump. The goal is to open 3,000 restaurants worldwide, in cooperation with joint-venture partners. Kicking off this remarkable initiative, two ‘Elephant Jump’ outlets recently opened in London. In the US, franchise fees would be US$30,000 for Golden Leaf, $20,000 for Cool Basil and $10,000 for Elephant Jump. Franchisees would pay 3% of their annual revenue to the holding company, which would see a 30% Thai government ownership.With tourism now the world’s largest industry, and smaller countries scrambling to be heard and seen amidst the explosion of travel destinations, Thailand shows that it understands the future of ‘popular embassies’.

Opportunities

Opening up entertaining (not to mention appetizing) global outposts that generate both instant cash and future income from increased tourism/trade is far more profitable than boring brochures and travel trade shows. Country and city governments from Belgium to Chile should take notice, as should clever design/food/brand experts, who could set up dedicated ‘city/country branding’ consulting and implementation ventures. Useful links http://www.depthai.go.th
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