BANGKOK, THAILAND: Mango Tree, the world’s biggest Thai restaurant brand, is embracing the young and hip of India and Indonesia with the launch of the first Mango Tree Bistrobar concepts in the first quarter of 2014.
The move places the company – operator of the Mango Tree restaurant, Mango Tree Bistrobar and Mango Tree Café franchises – ahead of the culinary curve, picking up on the trend amongst younger diners to prefer relaxed grazing and drinking set to a good DJ or live music rather than a formal lunch or dinner.
Mango Tree Worldwide’s Bangkok-based CEO and founder Pitaya Phanphensophon, said: “We are very excited about this expansion of Bistrobar and the Mango Tree family and I’m glad we are ending the year with a bang.”
Mango Tree Bistrobar Bangalore is the company’s first foray into India and features an industrial chic interior design concept with exposed brick walls, graffiti and ceiling menus, contrasted with edgy and sophisticated furniture – plus a focus on alfresco dining, cocktails created by world class bartenders, DJs spinning chilled tunes, occasional live performances, and of course Mango Tree’s authentic yet innovative Thai food.
Mango Tree has signed up further outlets in India in a rollout strategy that will see the flagship fine dining brand, Mango Tree Mumbai, open later in 2014.
Thai food is also taking Indonesia by storm with Bistrobar Jakarta, located at Plaza Senayan – a hip dining scene for young urban Indonesians and expats – set to open in this month.
The development of the Bistrobar brand compliments the high-end Mango Tree restaurants located in many of the world’s major capital cities including London, Tokyo, Dubai and Hong Kong, as well as the smaller Mango Tree Café concept that is smaller and found in malls.
Last month Mango Tree Worldwide unveiled an ambitious expansion programme that will increase its restaurants and cafes to 100 outlets by 2015, with plans to double its annual turnover to US$100 million within two years. A Mango Tree is slated to open in Washington next September, while the company is also eyeing locations in China.
Mango Tree managing director Trevor MacKenzie said the expansion would cement the company’s position as the world’s leading Thai restaurant operator. “We aim to plant a Mango Tree in every major international city in the world and thereby spread the magic that is Thai cuisine,” he said.