Hotel Business
Vision
To be the leading global hospitality group of Thai origin.
Mission
To provide locally-relevant, Thai-inspired experiences in each of our global destinations, delighting guests through a blend of innovation, authentic family values and the unique passion of Centara’s people, whilst maintaining a commitment to sustainability.
Business Operation Goal
In 2024, Centara Hotels & Resorts is committed to delivering authentic Thai experiences and developing new hotel brand concepts that are unique and cater to the diverse needs of its customer base. The Company has expanded into new markets across the region, while driving sustainable growth to become one of the world’s top 100 hotel brands by 2027. This will be achieved through a review of its five-year strategic and business plan (2024-2028) to align with market trends. The strategies are as follows:
- Develop a business framework driven by the brand’s identity to align with changing customer behavior.
- Integrate business strategies to expand market share through investment management that supports the Company’s business model.
- Enhance adaptability to new business opportunities, such as health tourism, eco-friendly tourism, pet-friendly tourism, and senior-friendly tourism, to cater to emerging market segments.
- Analyze and develop products and services with potential for new customer segments to increase value, such as healthconscious and eco-friendly catering services.
- Lead in technology and human resource management through an effective organizational structure aligned with business strategies.
- Commit to sustainable business practices by reducing social and environmental impacts, aiming to achieve net-zero greenhouse gas emissions by 2050. The first phase will focus on reducing emissions by 40% by 2029 through efficient energy, water, waste, and pollution management. Additionally, all Centara hotels and resorts will obtain sustainability certification from the Global Sustainable Tourism Council (GSTC) by 2025.
Food Business
Vision
To be the number one restaurant business in the hearts of our consumers with leading innovations while delivering delicious and affordable meals with heartwarming service and striving to create product innovations to better meet the new generation lifestyles of our customers.
Mission
- To deliver delicious and affordable meals to all our customers and always provide our CRG services professionally and heartwarmingly.
- To continuously create product innovations and deliver positive dining experiences that respond to the new generation lifestyles of our customers.
- To assist our customers in their daily lifestyles by offering convenience with CRG’s dining service for all occasions, whether dine-in, takeaway or home delivery, and other channels of service.
- To create an efficient work process and business model for delivering value-for-money and bringing the best experience to our customers and stakeholders.
- To develop professionalism and teambuilding among our employees with focus on customer needs as top priority
- To adhere to good corporate governance and be committed to sustainable social and environmental development.
Business Operation Goal
In 2024, Central Restaurants Group Co., Ltd. (CRG) has announced its strategy, “Empowering EXCELLENCE, Embracing SUSTAINABILITY,” with a focus on strong and sustainable growth through four key strategies:
- Growth: This strategy includes branch expansion and product development, such as introducing new drink menus, meal sets, and innovative food styles to align with evolving customer behavior. It also involves developing stores in new formats and expanding sales through alternative channels, such as selling gift cards via various applications. The focus is on expanding branches of high-potential brands in profitable locations, particularly popular brands within the Group, including KFC, Auntie Anne’s, Ootoya, Katsuya, Somtum Nua, Salad Factory, and Shinkansen Sushi. In 2024, CRG plans to expand branches of its brands across Thailand to provide more options for customers in Bangkok, Metropolitan Region, and other provinces with focus on maintaining a high product quality standard and constantly developing new products. As a result, CRG total revenue was growth by 3.7% (excluding TTCDS management and joint ventures).
- Driving towards goals through effective cost and expense management, prioritizing investments that deliver maximum benefits and ensuring cash flow management. CRG also integrates technology for operations, such as food delivery via QR code and the use of robotics in restaurants to enhance efficiency and customer experience.
- Strengthening partnerships with a target to expand over 25 branches through joint ventures (JVs). CRG is also actively seeking new high-potential brands to enhance its portfolio and drive future growth.
- Driving sustainability across all dimensions by prioritizing the well-being of our people and business partners, reducing greenhouse gas emissions, and effectively managing food waste.
Corporate Value
As one of the companies of the Central Group, we adhere to the principles of organisational culture creation, expressing how the business operates in harmony with employees, customers, business partners and communities under the I-CARE concept that is integrated with business practices as follows.
I
Innovation
creating and implementing new ideas - because we care about us. This covers all occasions and challenges for more efficiency in work.
C
Customer
caring for the customers - because we pay attention, we therefore strive to develop services to standards of excellence by focusing on and paying careful attention to customers.
A
Alliance
advances both business groups - because we pay attention, we therefore respect the values and our differences to be able to work together as a team to advance the entire business group.
R
Relationship
reliability - because we care for fellow employees, partners and society for sustainable development.
E
Ethic
aiming to maintain ethics - because we care. We aim to apply ethics in business.