Central Restaurants Group Company Limited (CRG) was established in 1989 as a subsidiary of Central Plaza Hotel Public Company Limited, a publicly traded company on the Stock Exchange of Thailand (SET). CRG’s journey began in 1978 with the distribution of Mister Donut in Thailand, and has since grown into a powerhouse of restaurant brands, operating a diverse portfolio that includes KFC, Auntie Anne’s, Pepper Lunch, Chabuton, Cold Stone Creamery, Thai Terrace, Yoshinoya, Ootoya, Tenya, Katsuya, Aroidee, Kowlune, Arigato, and Every Foood.
Commitment to Quality and Customer Experience
CRG’s mission is to serve high-quality meals while creating memorable dining experiences. This is achieved by maintaining strict operational standards and investing in both technology and human resources. By fostering employee engagement and development, the company ensures that its workforce remains committed to delivering consistent service excellence.
The company’s innovative approach to human resource management has earned it industry recognition, including the Thailand HR Innovation Award 2021. CRG’s commitment to supporting handicapped labor has also been acknowledged by Thailand’s Ministry of Labour for six consecutive years.
Adapting and Innovating Through Challenges
Like many global businesses, CRG faced significant challenges during the Covid-19 pandemic. However, its flexible and agile work culture enabled it to swiftly adapt and develop new business models. The company capitalized on the shift in consumer behavior by enhancing its delivery system, which generated approximately THB 2.8 billion in sales in 2021, marking a 40 percent year-on-year growth.
CRG also expanded its footprint in cloud kitchens, strengthening its delivery services to meet evolving customer demands. Today, it stands as the largest cloud kitchen operator in Thailand, showcasing its ability to innovate and pivot in response to market shifts.
Achievements and Industry Leadership
Despite the economic downturn, CRG continued its growth trajectory, increasing its store count from 1,000 in 2019 to 1,300 in 2021. This expansion solidified its position as a market leader in Thailand’s food and beverage sector. Several of its brands, including Mister Donut, KFC, and Auntie Anne’s, have consistently received the Brand of the Year Award from various renowned organizations.
In recent years, CRG has also ventured into strategic joint ventures with three top-tier SME restaurant brands—Salad Factory, Brown Café, and Somtamnua. These partnerships have accelerated business expansion and strengthened CRG’s ability to offer high-quality meals to a broader customer base.
Customer-Centric Approach
CRG places a strong emphasis on understanding customer preferences and tailoring its services accordingly. The company designs its restaurants and service experiences to align with the expectations of different demographics. For example, Ootoya focuses on family-friendly dining, while Katsuya and Pepper Lunch cater to younger, trend-driven customers with a more dynamic and technology-integrated experience. Across all its brands, CRG remains dedicated to upholding quality and service excellence.
To maintain the highest standards, all CRG outlets operate under strict quality controls, adhering to international food safety certifications, including ISO 9001, GHP, HACCP, and SGS. Annual third-party audits further ensure that operations remain in line with evolving industry standards.
People-Centric Leadership
CRG’s success is deeply rooted in its commitment to its employees. Through structured career development programs, employees are encouraged to contribute ideas, take on leadership roles, and participate in cross-functional projects. The CRG Innovation Contest serves as a platform for employees to present their creative ideas to management, fostering a culture of collaboration and continuous improvement.
During the Covid-19 crisis, CRG took proactive measures to support its workforce. The company launched live engagement sessions on its Facebook page, covering everything from cultural celebrations like Loi Krathong to educational Covid-19 awareness programs led by medical professionals. Additionally, a dedicated Covid-19 committee was formed to address employee well-being, securing vaccinations, providing insurance, and establishing a fund to support affected employees and their families.
Industry Recognition and Future Outlook
CRG’s recognition at ACES 2022 is a testament to its unwavering commitment to operational excellence, people development, and brand leadership. The company’s ability to expand rapidly, even amidst economic challenges, showcases its resilience and strategic foresight.
“To grow a brand in Thailand’s competitive F&B industry is already a challenge. To expand at the speed and capacity that Central Restaurants Group did during the pandemic is testament to superb management skill. Coupled with leadership which simultaneously cared for its people during the most critical of times, while giving their frontliners a reason to continue showing up and delivering their best, it is little wonder that this Group deserves our highest Award.”
