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The Solo Dining trend, where people eat alone, presents new opportunities for barbecue restaurants. ‘Barbecue Plaza’ is catching on and creating a new model at Central Park, offering a single seating area to expand its customer base to working-age and urbanity.
Solo dining has become popular since the COVID-19 pandemic, presenting an important opportunity for many restaurants to adapt their storefronts and menus to better meet the growing demand for solo dining.
Similarly, Bar B Q Plaza, which previously embraced this trend by introducing single-person seating areas at three pilot branches in 2019, has recently embraced this trend again, launching a new model store at its Central Park branch, measuring just 80 square meters. Targeting urbanity and office workers in the Silom area, it officially opened on September 4th and has been well-received.
Mr. Rueangchai Suphanphong, Chief Operating Officer of Food Passion Co. , Ltd., explained the origins of this model, stating that the challenge was adapting to both trends and locations, particularly the Central Park branch, which is located on the LG floor amidst Quick Service shops and a food court.
The launch of the ‘Solo Grilling’ model is therefore not just an experiment, but an important strategy that reflects the brand’s newness and its move towards becoming a leader that caters to every grilling lifestyle suitable for urban life, similar to the Central Pinklao branch, which focuses on the Family Fun Flavorful concept for families.
Mr. Rueangchai stated that since its opening on September 4th, the Solo Dining model has exceeded expectations, with a steady stream of customers, particularly during lunch and dinner. This reflects the city’s willingness to embrace the customisable grilling experience, and it has also helped expand its customer base beyond the usual family and friends of GON grilling fans.
The result of this strategy is the launch of Bar B Q Plaza’s new Solo Dining Yakiniku model. The Tasty – Easy – For Me concept is designed to cater to both single and couple dining. It features a selection of quality dishes made from specially selected ingredients, served with Bar B Q Plaza’s signature dipping sauces, including the original barbecue sauce, GON Pan sauce, and special yakiniku sauce. There are also set menus that are easy to choose from, without any hassle.
It’s also designed to accommodate a single person’s barbecue, complete with a single table, personal grill, and complete amenities such as a tool drawer, odor-blocking hat, and phone stand.
The Central Park branch of Bar B Q Plaza is just 80 square meters and can accommodate 33 seats, comprising 7 single tables, 7 double tables, and 3 four-person tables. It caters to both solo and couples seeking privacy. It’s perfect for those seeking a quick barbecue meal, requiring 40% less time than usual, and offers a set menu at a price that’s 30% more accessible than usual. It caters to the lifestyles of working people, who make up over 97% of the customer base.
It was also found that 85% of customers who come alone and in pairs, even when coming in groups, many still choose to use their own ‘personal stoves’. This reflects the growth potential of the Solo Dining trend, which is not just a temporary trend but a new consumer behavior that brands can build on in the long term. “All of this points to Solo Dining being a significant opportunity to expand our customer base and drive brand growth. Bar B Q Plaza is poised to become a market leader in grilling that caters to all dining lifestyles, whether you’re traveling alone, as a couple, or with your family,” Mr. Ruangchai concluded.
Read more at: https://www.prachachat.net/marketing/news-1883568