Chester’s, the iconic Thai quick-service restaurant celebrating over 36 years of grilled chicken excellence, has unveiled its stunning flagship store in Siam Square. This newly transformed location, situated in the heart of Bangkok’s youth culture hub, combines modern aesthetics with Chester’s signature flavors.
The ‘Good Food, Good Mood’ concept offers a fresh dining experience while remaining true to Chester’s beloved classics. Guests can enjoy signature dishes such as Grilled Chicken Rice and Spicy Chicken Rice, alongside the cult-favorite “Fish Sauce Chili”—a combination that has tantalized taste buds for generations. With this innovative flagship, Chester’s solidifies its standing as a trendsetter in Thailand’s fast-food landscape, blending tradition with contemporary flair.
Lalana Boonngamsri, Managing Director of Chester’s Food Company Limited, reflected on the brand’s enduring legacy in Siam Square: “Since 1991, our Siam Square location has been a cornerstone of Bangkok’s youth culture, evolving with each generation’s preferences and lifestyles. Today, we are excited to unveil our fully renovated flagship store, designed to elevate the Chester’s experience.”
The revamped space features a striking exterior that harmonizes with the vibrant atmosphere of Siam. As night falls, a captivating lighting system transforms the storefront into a visual spectacle, enhancing the area’s energetic nightlife. Inside, the two-story design is thoughtfully divided into distinct zones, catering to a variety of customer needs.
Enhancing the dining experience, Chester’s flagship store introduces an exclusive menu: the ‘Chick N’ Waffle’ menu. This unique offering, available only at this location, showcases Chester’s dedication to culinary innovation while honoring its chicken-centric heritage. The ‘Chick N’ Waffle’ comes in three tempting variations: Onion Cheese Shrimp Egg, Wasabi Mayo Shrimp, and Korean Spicy Cheese.
Chester’s Strategic Growth Amid a Thriving QSR Market
Thailand’s Quick Service Restaurant (QSR) sector is thriving, with a market value soaring to 45 billion baht. This growth is driven by evolving consumer behaviors, especially among younger demographics who prioritize dining out, alongside a resurgence in tourism and supportive government initiatives.
Lalana Boonngamsri unveiled the company’s strategic roadmap to capitalize on this burgeoning market:
– Culinary Innovation: Crafting new menu items that resonate with changing taste preferences while honoring beloved classics.
– Targeted Consumer Engagement: Expanding the menu to meet diverse dietary needs and preferences.
– On-the-Go Solutions:Introducing Grab & Go options for the fast-paced lifestyle of modern consumers.
– Strategic Partnerships:Collaborating with key industry players to enhance market presence and service capabilities.
– Branch Expansion: Launching 23 new branches this year as part of the most ambitious growth plan to date, significantly expanding the brand’s reach across Thailand.
Lalana expressed confidence in the QSR market’s potential: “By continuously adapting our strategies and expanding our footprint, we aim to grow alongside consumers of all generations. This approach not only positions us to capitalize on market growth but also enables us to meet their evolving demands, projecting a year-on-year sales growth of approximately 15%.”
Chester’s commitment to Environmental, Social, and Governance (ESG) principles emphasizes sustainable practices across its operations. As a pioneer in the QSR sector, Chester’s uses reusable utensils for dine-in customers, including glasses, plates, bowls, cutlery, and even fish sauce chili cups. For takeaway orders, the restaurant employs eco-friendly, naturally biodegradable packaging.
Furthermore, Chester’s prioritizes consumer health and safety through collaborations with the Department of Health and Bangchak. The company participates in the ‘No Refry’ and “Fry to Fly” campaigns, ensuring vegetable oil is not reused for frying and repurposing used vegetable oil from its branches as a raw material for Sustainable Aviation Fuel (SAF), exemplifying remarkable circular economy practices in the food service industry.
