Japanese convenience store operator Lawson entered Thailand just this year – now it says it will embark on a huge roll-out of stores there over the next five years.
The chain currently has 31 stores in Thailand and will invest more than US$60 million in a direct challenge to market leader 7-Eleven.
Lawson in Thailand operates as a joint venture with Thai conglomerate Saha Group and will open between 100-150 company-owned Lawson 108 stores in 2015. As part of the expansion plan, Saha Group will convert more than 100 of its 200 ‘108 Shop’ convenience stores to the ‘Lawson 108’ banner. In 2016 it will start opening stores under a franchise model, with the business targeting about half of its stores to be operating under franchise agreements five years from now, according to IGD Retail Analysis.
“Lawson clearly sees Thailand as a growth market in Asia and is also reported to be looking at the market as a regional hub for its research and development. In order to differentiate itself from its competitors it plans to focus its offer on freshly prepared ready to eat meals, with more than 20 dishes available at prices under Bt49. (US$1.60).”
IGD says Lawson is expanding its business in many international markets, with 80 stores now trading in Indonesia, plus stores in China, Hawaii and with its first stores due to launch in the Philippines next year.
