jm + franchising + guinness   1

The Surprising Reason that There Are So Many Thai Restaurants in America - VICE
Turns out the Thai government has taken a leaf from Guinness' book:
The Ministry of Commerce’s Department of Export Promotion [..] drew up prototypes for three different “master restaurants,” which investors could choose as a sort of prefabricated restaurant plan, from aesthetic to menu offerings. Elephant Jump would be the fast casual option, at $5 to $15 per person; Cool Basil would be the mid-priced option at $15 to $25 a head; and the Golden Leaf prototype would cost diners $25 to $30, with décor featuring “authentic Thai fabrics and objets d’art.” (Does your favorite Thai spot have objets d’art? The restaurant may have been built from a government prototype.)


(Guinness do exactly the same thing for Irish pubs worldwide.)
cuisine  culture  food  government  marketing  thai  thailand  guinness  restaurants  franchising 
9 weeks ago by jm

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