WAVE News

February 15, 2016 – Jeffer, Victory Monument Branch / Jeffer today announces the launch of its first flagship restaurant at Victory Monument together with rebranding and modernizing itself.

After being acquired by Wave Entertainment Public Company Limited in the late 2014, Jeffer has been continuously improving its product and service quality to meet the premium standard. “The acquisition of Jeffer is part of the moves to make us [Wave Entertainment] become the leader of Thailand’s lifestyle and entertainment business. Therefore, we decide to rebrand Jeffer to be one of the country’s top steak house restaurants, and today we are pleased to kick off our first flagship restaurant with total space of 440 square meters, containing 220 seats, at Victory Monument,” Mr. Matthew Kichodhan, Chairman & Chief Executive Officer of Wave Entertainment Pcl, says.

The first Jeffer restaurant is located on the 3rd floor at Victory Corner, which can access easily from BTS Victory Monument station. It is decorated in the homey atmosphere as well as allows customers to enjoy the experience while chefs are cooking in the open kitchen. Besides, it also launches “Jeffer Café” with over 30 menus of drinks and desserts and free Wi-Fi internet to meet urbanista’s lifestyle. It opens every day from 7 am to midnight.

“Currently, we have 79 outlets of Jeffer and plan to expand to 240 outlets within five years. We aim to boost the sales revenue from 721 million baht to 2.3 billion baht by 2020,” he said. Of total, 38 outlets are in Bangkok and the rest 41 outlets are located in other provinces.

Mr.Kanchit Maneesuwan, Managing Director, Jeffer Restaurant Co.,Ltd., says that Jeffer’s target group is aged between 18-35 years old. It has served more than 100 menus, of which 70 menus are steak. “Our beefs are premium quality and imported from Australia. Apart from steak, we also offer mouthwatering burgers and spaghetti. With reasonable price, we currently serve more than 4 million customers and over 5 million steak pieces per year. In 2016, we plan to introduce three new menus together with focusing on creating brand awareness,” he said.

Under its below-the-line marketing, it will concentrate on social media and CSR activities. Recently, it has signed a memorandum of understanding with Wandee Culinary Technological College to grant the opportunities to students to work with Jeffer and get paid as trainees. Once they are graduated, they can continue working with Jeffer immediately.

Jeffer’s gross profit margin was up from 55 percent to 65 percent in 2015 thanks to the launch of new menus and better cost management. The company also plans to open Jeffer restaurants in ASEAN countries, focusing on Myanmar and Cambodia, in 2017.

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For more information about this release
Please contact public relations department:
Ratchvate Mukdaprakorn
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Rasssamee Padprem
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