Convenience chain FamilyMart has began rolling out its newest store format in Thailand – mobile stores.

In a bid to combat increasingly stiff competition in the convenience sector, local FamilyMart operator, Central FamilyMart Co, now operates mobile stores in Bangkok and Pattaya, selling products from trucks to communities and markets.

The operator says the new store format is aimed at boosting its customer base as well as enhancing its brand.

“The mobile unit is also a marketing weapon as it’s an efficient transit media to attract customers’ eyes,” said Central FamilyMart Co CEO Nath Vongphanich.

Besides mobile stores, Central FamilyMart Co also plans to open 139 new original-sized stores in the second half.

It targets a total of 1000 stores and hopes to reach 14 billion baht sales ($438 million) by the end of the year.