FRANCHISE INFORMATION REPORT

Table of Contents

W H AT IS A T H A Ï E X P RESS FRANCHISE? . . . . . . . . . . 3

T H E T H A Ï E X P R E S S STORY . . . . . . . . . . . . . . . . . . . . 6

W H Y IS T H A Ï F OOD S O POPULAR?. . . . . . . . . . . . . . . 7

W H AT A R E OU R F R A NCHISE M ODELS?. . . . . . . . . . . . 8

H OW D O WE H E LP F R ANCHISEES GROW ? . . . . . . . . . 11

H OW D O Y OU G E N E R ATE REVENUE?. . . . . . . . . . . . . 12

W H E R E A R E AVA ILA B LE GROW TH M ARKETS? . . . . . . 13

M EE T OU R F R A N C H ISE OW NERS . . . . . . . . . . . . . . . 15

N EX T S T E P S. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

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What Is A Thaï Express Franchise?

Our Thaï food QSR Concept Delivers Popular, Affordable And Delicious Foods To An
Eager, Wide-Open Market
Thaï Express is an Asian restaurant franchise that
provides made-to-order Thaï cuisine from fresh
ingredients, cooked in front of customers while they
wait. A vibrant environment, simple menu of more
than 300 individual dish options, and inviting customer
service took Thaï Express from a humble five stores to
285 locations in Canada in just 12 years. Now, we’re
bringing Thaï Express to the U.S. market.

“This is a first-to-market QSR restaurant unlike any

other,” says John Wuycheck, Sr. Vice President of
Development for Kahala Brands. “Thaï Express is a
tested and proven model with a long performance
history to back it up, and we are introducing it to a new,
untapped market with tremendous growth potential.
When customers visit Thaï Express, they’ll be amazed
by what they find.”

Think about the last time you ate in an Asian QSR

restaurant. Approaching the counter, you saw a steam
table filled with cooked meals of varying degrees of
quality. Customers have no way of knowing how long
before their visit those foods were prepared, let alone
what ingredients went into each dish.
chains. Thaï food chains exist, but they follow the
table model. No other Thaï food chain provides the
made-to-order experience of Thaï Express.

That’s not the case with a Thaï Express franchise.
Customers watch as a skilled cook selects fresh
ingredients from a cold table and then cooks their dish
while they wait, delivering to them a beautiful, flavorful
and authentic Thaï dish in as little as a minute and
a half. Food theatre meets fast food, and customers
know they’re getting a quality meal, healthy food, and
fresh ingredients.
Asian foods account for more than $150 billion in sales
around the world each year. The Washington Post
points out that most of that — more than 90% in fact
— come from mom-and-pop restaurants. In the U.S.,
though, roughly half of all Asian food sales come from
Our Thaï food restaurant combines the best of
several worlds — a fast food QSR restaurant, fresh-
cooked authentic dishes, and a pent-up demand for
Thaï cuisine. All the while, you benefit from being
the first-to-market with a brand that has explosive
potential in a high-demand market segment while
also enjoying the tried-and-tested concepts, dishes
and branding that are usually reserved for legacy
QSR brands.

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Why Thaï Express Is A Great Investment

Opportunity
Experts from across the QSR industry agree:
Asian food is exploding in popularity, including Thaï
food. Yet, finding authentic Thaï typically requires
customers to visit fine-dining style mom-and-pop
restaurants where customers pay more and visit less
because it’s expensive. Thaï Express customers visit
more frequently because our food is wholesome,
fresh and affordable.

We make eating Thaï an affordable option for all

customers, which means customers can eat a more
healthful diet for roughly the same cost of a value
meal at one of the burger chains, all the while offering
sit-down quality food at an affordable price in an
approachable yet trendy environment. One of the
biggest benefits of owning a Thaï Express franchise
is that we’ve tested each dish, all of our processes
and procedures, and every aspect of business
operations to great effect in the Canadian market.
From controlling food and labor costs to providing a
popular product, Thaï Express franchise is a great
opportunity to enter a market with tremendous growth
potential.
The core of our business lies in the simple complexity
of Thaï cuisine. That may sound like a contradiction,
but consider: the Thaï Express menu features just
eight dish choices, yet through various options
ranging from spice level to choice of protein, those
eight dishes yield a staggering 300+ individual
dishes. “The menu is so simple, yet it’s incredibly
diverse,” says Dennis Ng, Thaï Express Brand Vice
President for MTY Group in Canada. “Customers can
come back multiple times a week over the course of
an entire year and never once have the same dish.
Yet, the menu is not overwhelming with options.
There are only those 8 core dishes.”
Thaï Express Builds A Repeat Clientele
Quickly
This is precisely what multi-unit owner Sami
Haddad sees in the Laval, Quebec, store he owns
and operates. He has a host of regulars who know
his face, greet him by name and visit his stores
more than once a week. One trend he particularly
appreciates is that Thaï Express appeals to a wide
audience and attracts a younger clientele than other
QSR brands.

“It’s a popular brand,” Sami says. “Young people like

our food, know our brand. They’re health conscious
and they love good food, but they’re also aware of
the expense of eating out. So when they come to
Thaï Express and get fresh, delicious and healthy
food, that’s a home run.”

With so many options on the menu, customers are

surprised by how approachable Thaï cuisine can be.
They see the dish on the menu, they order their dish
and customize it to their liking, and then they come
back to try different variations of the same.

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Training And Support You Need To Grow
You don’t have to hire Thaï cooks to prepare the
food at Thaï Express. Our training programs can
make a gifted chef out of any candidate, taking the
guesswork out of making delicious, consistent Thaï
cuisine.
“You don’t have to be a chef,” Sami says. “They
teach you how to make every dish, how to prep your
kitchen, and how to work the business systems. If
you follow the systems, you will grow.”
Each franchisee receives advanced training in
food preparation and customer service. Then, after
completing the training, our expert support staff test
them on their knowledge and skill. Before you leave
our training kitchen, you’ll know how to make each
and every dish on our menu, how to plate it in an
appealing fashion and how to describe those dishes
to the customer.
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We provide similar training for business systems,
where we teach you how to manage your inventory,
review your books, and maximize revenues. When
challenges arise, we provide additional training
and resources to help keep you up to speed and
performing at your absolute best. And it’s all backed
up by some of the most visible and recognizable
marketing and branding in Asian cuisine today.
“We work with the franchisees to make sure they
understand the ins and outs of their business before
they open,” says Tim Le, development director for
MTY Group in Canada. Tim oversees the training
program for each new Thaï Express franchisee, and
her enthusiasm for our brand and the people who
make it successful is infectious. “With our training
and support, anyone can own and operate a thriving
Thaï Express.”
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The Thaï Express Story

From a humble 5 stores, we became a
major Canadian brand in just 12 years.
Now, we’re going to do it again in America
Since joining MTY Group in 2004, the Thaï Express
restaurant franchise has become one of the most
recognized names in Canadian franchising. If it
seems you can’t go ten feet without seeing a Thaï
Express restaurant franchise, that’s pretty close
to accurate. In one bustling downtown Montreal once unique to the location it occupies and true to
shopping district, there are no less than five locations our brand’s iconic identity.
within just a couple minutes’ walk. The popularity of
the Thaï Express brand lies in the way MTY Group
revolutionized the product when it purchased the
A New Era Begins
company.
Hip, fresh designs combine with high-quality
marketing to build a QSR restaurant experience
“Once we opened a couple in the top malls across
customers don’t find in other Asian restaurant
Canada, people took a liking to it quickly,” he says.
concepts. Built on our company’s four principles,
Customers recognized the changes in the restaurant’s
and in no small part thanks to the devotion of an
aesthetic and more importantly, they took note of the
eager and loyal clientele, we grew to more than 285
improved product. “The design is nice and the details
stores in Canada in a little more than a decade.
are great, but if the food is great they’re going to come
Now, as Thaï Express is poised to take on the U.S.,
back.”
momentum here is already building.

A Brand That Honors Its Roots While
Innovating Into The Future
The design of each Thaï Express restaurant franchise
location is a labor of devotion to Thaï culture and
Asian history. Though each location is unique, with
individualized elements to fit the style of the restaurant
and the aesthetic of the community in which it’s
situated, our restaurants are instantly recognizable as
authentic, inviting, and uniquely Thaï Express. This
brand identity is the result of two guiding principles: be
unique and be faithful to Thaïland’s roots.
“We didn’t want to do a typical Asian theme where you
see bamboos and chopsticks,” says Loune Tonvang,
director of design and development for Thaï Express
Canada. “We really wanted to build an identity that
shows what Thaï is all about.”
Applying time-tested principles of Feng Shui, where
traditional elements and aesthetics are aligned
according to ancient practices, the design team
creates a Thaï Express layout and design that is at
Ten Thaï Express locations are already under
development, from Minnesota to Arizona, and our
first location will open in the Mall of America in early
2017. Multi-unit franchise owner Eddy Hassan is
excited about the prospect of being the first-to-market
in the U.S.
“I’m actually opening my own Thaï Express in the
U.S. because this is a system that works perfectly,”
he says. “It was tried and tested, and it’s something
that excelled in the field. It has no real competition,
and it’s something that people love. That drives
revenues year after year.”
Backed by two of the biggest names in international
franchising — Kahala Brands and MTY Group, Thaï
Express is coming to America. Now is a great time
to join what will soon be one of the most popular
destinations in Asian QSR franchising.

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Why Is Thaï Food So
Popular?
$206 Billion QSR Market, Meet Thaï
Express
A Thaï Express franchise is the kind of investment
that comes along once in a lifetime — a first-to-
market QSR restaurant that’s affordable to open,
easy to operate and that taps into a vast, pent-up
demand for a unique product that is healthy and
fresh.
Asian food is the fastest growing segment of the
restaurant market in the world. In fact, a recent story
in The Washington Post notes that Asian cuisine,
once a niche food, has grown at a rate of 500% since
1999 — a rate of growth larger than the next four
categories (Middle Eastern, pizza, chicken and Latin)
combined.
When customers seek out international cuisine, one
of the hallmarks they’re looking for is an authentic
dish that reflects the culture of the region from which
it comes. A key component of the Thaï Express
model is the Thaï Heart, a model of compassionate
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thinking, friendly interaction and purpose-driven
action that exemplifies Thaï culture as much as it
accentuates Thaï cuisine, the region from which it
comes. A key component of the Thaï Express model
is the Thaï Heart, a model of compassionate thinking,
friendly interaction and purpose-driven action that
exemplifi es Thaï culture as much as it accentuates
Thaï cuisine, the region from which it comes.
Thaï Express Is Scalable, Manageable
And Fun
At the center of the Thaï Express franchise is an
easy-to-manage, owner-operator QSR restaurant
concept with the business support systems, training
and branding franchise owners need to drive revenue
and scale their businesses.
“For those who have no experience with Asian food,
they’re going to find Thaï Express to be simple,
exciting and adventurous,” says multi-unit owner
Eddy Hassan, who will open the first U.S. Thaï
Express in Minneapolis in 2017. “The business is
very organized. The product is very simple to prepare
and manage. Running a Thaï Express requires fewer
employees than other similar brands, and that means
costs stay lower.”
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Thaï Food Ranks High On The Healthy
Scale
A recent CNN report notes that Thaï cuisine ranks in
the top 10 of healthy diets. Americans are consistently
seeking healthy alternatives for dining on-the-go,
which makes a Thaï Express franchise an attractive
option for QSR investors seeking new growth
opportunities.
One key area of interest for savvy investors is Thaï
food popularity among millennials — one of the fastest
growing segments of the restaurant market. According
to Edelman Digital, some 23% of millennials say they
eat Thaï food regularly.
Combining a healthy food with a growth market in high
demand among a core demographic, Thaï Express is a
franchise QSR built for the now and ready to scale for
the future.
An Iconic New Brand Backed By The
Top Management Team In American
Franchising
Kahala Brands is one of the most trusted names
in American franchising today. More than 3,000
locations of 18 popular brands produce annual
sales of almost $750 million — a huge chunk of the
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American QSR market driven by the expertise that
comes with navigating diverse brands ranging from
Cold Stone Creamery to Blimpie. “Kahala brands
are synonymous with quality, customer service and
popularity,” says Sr. Vice President of Development
John Wuycheck. “We have a diverse family of both
new and legacy brands, and we’re excited to bring
Thaï Express to American diners. I believe Thaï
Express is going to quickly become a leader in the
Asian QSR segment, and we’re already on track for
an explosive growth of the brand.”
The Thaï Express franchise debuts in the U.S. in
2017 with the first location in the Mall of America in
Minneapolis, Minnesota, and more stores are already
set to open across the country. We have 10 stores in
development, and numerous other franchise owners
are exploring bringing Thaï Express to their markets.
A proven QSR with the backing of Kahala’s more
than 3,000 stores, massive revenues, buying
power, and star brands, Thaï Express is an exciting
opportunity with a powerful potential to take on the
U.S. QSR space.
What Are Our Franchise
Models?
With Thaï Express franchise designs
for both mall food courts and in-line
restaurants, there’s a franchise model for
every location
Whether you’re looking to open a popular dine-and-
dash lunch spot in a busy food court or an inviting
restaurant where people are encouraged to sit a spell
and enjoy the fellowship with friends, Thaï Express
has a franchise model right for you. We offer two
franchise models, a food court model and an in-line
or endcap model.
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Food Court Model

Thaï Express took Canada by storm largely through its invasion of food courts in malls across the country. Easy
to run with a smaller crew, and with no need to maintain a restaurant dining space, our food court model is an
attractive addition to any mall or shopping center where you find Chinese or Japanese cuisine or sushi.

In virtually any food court, Thaï Express stands out as a far cry from your run-of-the-mill cafeteria counter with a
steam table. We maximize the customer’s experience with food theatre, preparing the dishes on the line while
customers wait and watch, a stark comparison to the mystery-meat-and-sauce Chinese joints that abound.

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In-line or Endcap Model

In-line, endcap and freestanding Thaï Express models have proven popular in locations near busy shopping
centers and in quiet, off-the-beaten-path locations alike. The in-line model is great for the restaurateur who wants
to offer customers a dine-in experience away from the bustle of a mall food court.

Many of our in-line locations boast a drive-thru, a popular addition that boosts business and increases repeat
customer visits. Meanwhile, some of our most popular locations exist along busy pedestrian routes, in the middle
of shopping, commerce and tourism. And Thaï Express has a proven track record in locations in shopping
centers, on mall endcaps and outparcels, and in free-standing neighborhood eateries, making Thaï Express
perfect for essentially any location.

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How Do We Help
Franchisees Grow?
Training And Support, Freshly Made Dishes And
High-Quality, Visible Marketing And Branding
Make A Winning System
We spent more than 12 years perfecting the Thaï Express
franchise model in Canada. All that work shows in our
comprehensive training programs, simplified business
operations systems, and high-visibility marketing and
branding.

We’re bringing these winning combinations to the U.S. market,

where we’re poised to duplicate the explosive growth seen
in Canada in the much larger U.S. market. Throughout the
process, from decision to grand opening, the Thaï Express
management team is there to help you achieve each
benchmark and prepare you to grow and scale your business.

Here are just a few of the many ways we help franchisees get
prepared for their Thaï Express careers.

Establish skills and prove yourself with our

training and testing program
Deciding you want to own a Thaï Express franchise doesn’t
require you to know how to cook Thaï food beforehand. We’ve
perfected rigorous culinary training programs and testing to
back those systems up.

Though Thaï cuisine is easy to prepare, we nevertheless focus

a significant portion of the training on getting you ready to
make Thaï food, and once you’re ready, we then test you to
make sure you meet the Thaï Express standards — both for
business systems and cooking.

“The exam verifies they’ve incorporated the knowledge, and

a cooking test verifies their food,” says Tim Le, Operations
Director for Thaï Express Canada. The result: when you
leave training, you’re an expert in all aspects of owning and
operating a Thaï Express franchise restaurant — including
how to cook each and every dish on our menu.

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Franchise Owners Have Confidence In

A Tested System With Proven Growth
Potential
MTY Group’s rapid expansion of Thaï Express across
Canada shows this brand has a tremendous potential
for growth. Franchise owners are a vital part of that
growth, and our U.S. operations are no different. We
value franchisee input, and we encourage them to
provide regular feedback on our franchise system —
what’s working and what could be working better.

“The first part is respect,” says Dennis Ng, brand

Vice President for Canada. “We have open doors and
anything that is said is valid. As long as that is what
they’ve said and how they feel, they are heard. We
want to make the experience the best possible … for
the clients, for the franchisees, for the home office.”

We’ve invested considerable energy in streamlining

operations, so each Thaï Express location can operate
on as few employees as possible. An in-line restaurant
typically requires 5 or 6 employees per shift, and many
of our mall food court locations operate on as few as 2
or 3 employees per shift.
Meanwhile, as your business grows, so too can your
operation. The Thaï Express business model is ideal
for both individual unit and multi-unit ownership. So
whether you’re wanting an owner-operator single
restaurant, or you have designs to become a Thaï
cuisine mogul, Thaï Express is a great fit for you.
How Do You Generate
Meanwhile, customers are demanding unique and
authentic international cuisines. Among the coveted
millennial demographic, 23% of respondents to a
recent survey indicate they regularly consume Thaï
food. Yet, there is no major Thaï food chain in the
market.
Together, these factors make owning a Thaï Express
franchise a great investment for savvy entrepreneurs
who are seeking a growth business. Here are just a
couple of points to consider.
Thaï Express Is A Proven Concept In A
Wide Open Market

Revenue? The demand for Thaï food is there, yet getting

Opening A Thaï Express Franchise Is A
Great Way To Open A Scalable Business
In A Growth Market
The verdict is in: the market for Asian food is
exploding. Globally, The Washington Post reports
that demand for Asian food has increased more than
500% since 1999. During that same period, American
demand has increased more than 135%.
authentic Thaï cuisine usually means visiting a mom-
and-pop fine dining establishment. Expensive dishes
and longer wait times can deter customers.
Thaï Express brings this healthy, fresh-cooked food
to the masses through our food court and in-line
models, where customers can come to experience
authentic Thaï foods with far less expense and time
than the mom-and-pop restaurants. We’ve spent
more than 12 years perfecting the business systems
and recipes that enable our franchise owners to
deliver high-quality, low-cost, authentic Thaï food to
customers, made fresh while they wait, in as little as
a minute and a half.

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With high-design brand identity, a modern, hip feel,
and a devotion to providing excellent customer service,
we’re a proven concept that offers you a first-to-market
opportunity to join a multi-billion dollar segment of the
QSR industry.
Food Cost Controls Drive Margins
At its heart, Thaï food is simple enough — a protein
coupled with either a rice or noodle, spices and herbs,
and sometimes a sauce, served in a single dish.
Because our systems streamline labor — a typical
Thaï Express freestanding store requires no more
than 5 or 6 employees at any given time — ingredients
themselves become an important component of cost
control.
Dennis Ng is the Vice President of Thaï Express
Canada for MTY Group, the parent company of Kahala
Brands. Dennis notes the care and consideration that
go into each dish and each ingredient, beginning with
the food costs.
“Food costs are important,” Dennis says. Whether it’s
deciding to purchase pre-sliced chicken and beef or
having the meats sliced in the store, or seeking out a
source for quality peanuts, MTY Group examines each
ingredient down to the penny. Dennis points out, too,
that a chief concern for each ingredient is that quality
is maintained. And on this, Thaï Express is successful.
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“There’s no way anyone can say it’s not good,”
Dennis says. “The quality is there, the service is
there, and the pricing is there.”
Customers respond, too. Just look at Canada, where
Thaï Express grew from 5 locations in 2004 to more
than 285 stores today. Visit any major city in Canada,
and you’ll see Thaï Express everywhere.
Where Are Available
Growth Markets?
Anywhere you see a Chinese place
or sushi bar, there’s a spot for a Thaï
Express Franchise
A Thaï Express franchise is a versatile business
opportunity that works anywhere. We offer models
for shopping mall food courts, in-line strip centers,
and freestanding restaurants, with each location
customized to incorporate the ancient traditions of
Feng Shui design. This means each location is at
once unique to that spot and instantly recognizable
as a Thaï Express.
Many Thaï Express franchise owners find a blend
of location styles works well, and Thaï Express is a
great opportunity for an individual seeking to scale
a business while growing a brand. The ideal market
for a Thaï Express are areas with blended dining
experiences, where owners can open freestanding
restaurants, shopping center endcap stores and mall
food court locations.
“Thaï Express is the kind of franchise restaurant
that works well in virtually any location,” says John
Wuycheck, Kahala Brands Sr. Vice President
of Development. “Whether you’re interested in
opening a popular lunch-and-dinner spot in a busy
shopping mall or a destination-restaurant in a hip
neighborhood, Thaï Express works because people
come for the food, the service and the experience of
authentic Thaï cuisine.”
We say anywhere you see a Chinese joint or a sushi
bar, there’s a spot for Thaï Express, and we mean
that. Even still, Thaï Express works well anywhere
you see fast food, family dining or hip, trendy
restaurants.
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An Affordable, Scalable Business

Opportunity Ideal for Diverse Markets

We believe Thaï Express is the kind of affordable

franchise restaurant that customers will flock to for
a sit-down meal, and our in-line and freestanding
restaurants are designed to foster a sense of
community, arranged using time-honored principles
of Feng Shui to encourage lingering and with tables
arranged in a manner that creates a sense of
community.

Our franchisees see it every day. Customers visit

a Thaï Express with a friend or family member and
before they finish their meal, they’ve made new friends
in the restaurant over the shared experiences of a
unique, savory dish.

Four Core Principles:

1.) Customer experience

2.) Mutual respect

3.) Thaï Heart

4.) Quality

For our most enthusiastic franchise owners, opening

a Thaï Express isn’t just a business decision. It’s
also a commitment to the core principles of the Thaï
Express experience. That’s why, no matter what kind
of restaurant you hope to own, there’s a Thaï Express
franchise model to suit. And because building and
opening a Thaï Express is affordable, Thaï Express
works in large and small markets alike.

Meet Our Franchise

Owners

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Franchise Owners Come From All Walks, Cultures And Age Groups

You don’t have to have experience cooking or preparing Asian food to run a successful Thaï Express franchise.
In fact, our owners come from all segments of the restaurant industry, from QSR super-chains to mom-and-pop
Greek restaurants. They know the value of the Thaï Express brand, embrace our core mission, and embody our
four core values — customer experience, mutual respect, the Thaï heart, and quality. Here’s what they have to
say about why they love owning a Thaï Express franchise.

“I was walking by and I saw a huge line…I went, I tried it,

and I understood why there were all these people. Now, I
own 5 Thaï Express locations and will open the first U.S.
location in January…With the support from the corporate
office, our great food and amazing brand and marketing,
the potential in America is just enormous, and I wanted
to be a part of it.”
- Eddy Hassan, first U.S. franchise owner

“We usually have a line during lunchtime, maybe a line of

up to 30 or 40 people…They know we’re going to serve
them fast. Customers come again and again, and that
helps grow revenues and build the business.”
- Jacky Chhan, mall food court
owner, Montreal, Canada

“I think the opportunity in the U.S. is huge. I travel there a

lot and and get to see the food offerings that are there…
I’ve yet to find a place that offers something that’s fresh,
that’s healthy, that’s quick, and that’s affordable. Thaï
Express hits each of those high notes, and it’s going to
be huge with American audiences.”
- Sam Salabi, multi-unit owner in Quebec, Canada

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Bring The Premier Thaï Food Franchise

To Your Community Today
Thaï Express Is A Low-Cost Investment With Potential For Growth
As We Expand Across The United States

Startup costs range from $370,900 to $832,700, depending on the model you choose. Since 2004, we saturated
the Canadian market with a business model built for entrepreneurs who are passionate about bringing an
authentic and affordable Thaï food experience to their communities. The franchise fee for your first Thaï Express
franchise is $30,000, and the franchise fee for multiple units can be discounted if certain conditions and criteria
are met.

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