A marketing plan will kick off with an online video clip titled “Change – Bar B Q Plaza”, paving the way for a two-phase launch of the new black pan set nationwide.

“Since the launch of Food Passion at the beginning of 2016, we have closely followed the company’s mission of bringing happiness to people through food,” said Chataya Supanpong, chief executive officer of Food Passion Company.

“The launch of the new black pan set marks another significant milestone and is part of our business strategy to continue to innovate in order to improve our customers’ dining experiences.

“The new black pan sets are a result of more than six years of intense research and development, and an investment of more Bt110 million. The new black pan set will become synonymous with the Bar B Q Plaza brand, retaining the brand’s unique character while delivering even better meals and times for our customers.”

Boonyanuch Boonbumrungsub, executive vice president of the Bar B Q Plaza business unit, added: “For Bar B Q Plaza, our passion to be Thailand’s most loved restaurant brand is what drives us to continue to improve dining experiences for our customers through exciting menu developments, uplifting the quality of our food, and offering the best services.

“Innovation is the key driving force behind these improvements. That commitment to innovation is made clearer and more tangible with the revamp of our signature pan set today.

“In addition, the first half of 2016 saw 11-per-cent growth, or Bt1.65 billion in sales, for Bar B Q Plaza. This was a result of three new promotional campaigns we have launched for customers including the ‘refill’ campaign and the ‘Happy Birthday’ set.

“The launch of the black pan set should attract more new customers and help boost our sales. By the end of the year, we expect to achieve 15-per-cent growth, or sales of Bt3.45 billion.

“Bar B Q Plaza currently has a 58-per-cent share of the market and we aim to grow to 60 per cent by year-end.