‘Quick Terrace’ Fifth Restaurant and Retail Branch Opens in Chonburi

WaiWai’s third-generation leadership makes its mark with the launch of “Quick Terrace” Branch No. 5 (Ang Sila), implementing a “rural‑surrounding‑urban” strategy to capture regional markets and aiming to expand into major provincial cities next year.

Thai Preserved Food Factory Co., Ltd., the manufacturer and distributor of instant noodles and related products under the "WaiWai" and "Quick Zabb" brands, has officially launched its fifth “Quick Terrace” branch in Ang Sila, Chonburi. This new opening is part of the company’s “rural‑surrounding‑urban” growth strategy, with plans to expand to major cities such as Chiang Mai and Nakhon Sawan in the near future. The expansion is being driven by the company’s third‑generation (GEN 3) executives, who are spearheading its new food retail business ‑ an effort that has already resulted in 20% year‑on‑year growth, with continued momentum expected.

Mr. Veera Napaprukchat, executive of Thai Preserved Food Factory Co., Ltd., explained that the company’s core business revolves around the production of instant noodles and dried rice vermicelli. Recognizing the potential for diversification, GEN 3 leadership developed a new business model focused on food retail, aiming to unlock new value from its core products. Since the company does not franchise or license production internationally, the move into branded food retail through “Quick Terrace” allows WaiWai to create value‑added opportunities and expand direct sales channels.

The “Quick Terrace” concept was born from the idea of elevating instant noodles into a café experience, transforming the everyday noodle packet into a creatively presented and affordable meal suitable for all ages. The first branch launched in front of the WaiWai headquarters in Nakhon Pathom, targeting teenagers, working professionals, and noodle lovers seeking convenient, delicious, and high‑quality meals. The store quickly gained popularity, drawing in a wider customer base, particularly families.

Encouraged by this success, the company partnered with PTT gas stations to open additional branches in strategic locations. The Ang Sila branch, located at the PTT station on Ang Sila–Phraya Satcha Road, is now the fifth Quick Terrace location.

Mr. Yossaran Taemkhongkha, Executive Director of Marketing and a GEN 3 executive, highlighted data from the World Instant Noodles Association (WINA) showing that global demand for instant noodles reached 121 billion servings in 2022, marking the seventh consecutive year of growth and a record high. Thailand alone consumed 3.87 billion packs, ranking 9th globally ‑ a strong indication of the robust domestic market.

These locations collectively recorded over 20% sales growth in 2023 compared to 2022, and the trend is continuing upward.

For the Ang Sila location, the company identified the area’s potential as a day‑trip tourist destination close to Bangkok, popular among both Thai and international travelers. New signature dishes were introduced to highlight the location’s uniqueness, including: Vietnamese Grilled Pork Vermicelli Wraps with Jaew Sauce, Butterfly Pea Shrimp Vermicelli Wraps with Seafood Sauce, and existing bestsellers like Pad Thai with Shrimp, Stir‑fried Spicy Noodles with Seafood, and Tom Yum soups with shrimp, squid, or mixed seafood.

Mr. Yossaran emphasized that WaiWai's strength lies in the quality and texture of its noodles, supported by an expert R&D team. The company plans to develop new flavor profiles to meet evolving consumer tastes. The next steps include expanding the Quick Terrace brand into Chiang Mai and Nakhon Sawan, with long‑term goals to launch branches at its provincial distribution centers nationwide.

“Quick Terrace is more than a retail store; it’s a strategic brand extension platform. With GEN 3’s vision and dedication, we’re building a new way for consumers to experience the value and versatility of WaiWai noodles,” Yossaran concluded.