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Five Star, Thailand’s leading grilled chicken franchise, is accelerating global growth. It plans entry into India, Pakistan, Bangladesh, Russia, and Europe. The company aims to transform its homegrown brand into a global chain while modernizing its franchise network.
With over 40 years in business, Five Star operates 5000 outlets in Thailand and 10,000 overseas. The company believes growth now depends on upgrading formats, accelerating innovation, and embedding sustainability across its operations.
Sunthorn Jaksukorn, Managing Director of CPF Restaurant and Food Chain Co Ltd, said the company is converting street-side outlets into Quick Service Restaurants (QSRs). This will strengthen competitiveness and meet changing consumer preferences. Today, more than 450 stores have converted into the new format.
To support the transition, Five Star assists franchisees with site selection, renovation, delivery integration, and quality systems. The initiative boosts profitability and attracts younger entrepreneurs.
Despite modernization, the brand retains its signature grab-and-go concept while adding air-conditioned dine-in areas. Strategic locations include hospitals, offices, and airports. At Bangkok’s Suvarnabhumi Airport, Chicken Wrap is a hit, selling over 300 pieces daily.
On the product front, Five Star is broadening its menu with burgers, chicken wraps, rice meals and seasonal offerings to cater to evolving consumer lifestyles and demand for greater convenience.
A key advantage, the company noted, is its integration with Charoen Pokphand Foods. This enables end-to-end supply chain management. The system ensures internationally certified food safety, full traceability, and consistent product quality.
The company also highlights the nutritional value of its products, targeting increasingly health-conscious consumers.
Overseas, the brand tailors flavors to local tastes while preserving its Thai identity. Examples include Masala Crispy Chicken in India and locally inspired recipes in the Philippines, helping the brand gain wide acceptance.
Sustainability is also becoming a key pillar of the company’s expansion strategy. Five Star uses technology to optimize inventory and reduce waste. Facilities are being developed as green buildings with energy-efficient systems. At retail, plastic use has dropped 30%. Stainless-steel cutlery will soon replace disposables at dine-in outlets.
Looking ahead, Mr Sunthorn said Five Star aims to establish itself as a recognized global food brand by strengthening its presence across South Asia before expanding further into Russia and Europe.
“While we are building Five Star into a global brand, we remain committed to our original mission — offering authentic Thai-style grilled chicken that is affordable, accessible and creates business opportunities for small entrepreneurs. We want our entire franchise network to grow together and share in the brand’s long-term success,” he said.
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