Imm Thai Fusion Corporate Strategy (SME)
About:
Imm Thai Fusion started in August 2015 with an intention to bring authentic Thai food as well as some of our neighbour dishes, the way Thais would like it, to Wimbledon community. We hope to offer a comfort space where people can come and relax with nice food and good drinks and enjoy our hospitality, all of these with a value for money. The founding team also looks to create a platform from which we could nurture and showcase the skills and passion of our team members that would contribute for the better of our society.
Throughout our journey, it became obvious to us that our restaurant has not only produced delicious food, we have also developed a happy team who enjoy serving and taking pride of their responsibilities. And now, not only Imm Thai Fusion wants to safeguard and improve its standard, we look to share the ownership with our staff who, in turn, share Imm Thai Fusion’s original values. This is how our Beckenham branch was originated.
Why called “Imm Thai Fusion”? “Imm” means “full” (or not Hungry) in Thai. It is a common adjective that Thais use in conjunction with other words such as body and heart. The meaning of imm aligns with our intention for our customers to leave our restaurants full, not only in the stomach but also in their personal experience and feeling. The word “Fusion” at the end has a sense of being closely knitted. It allows us to extend our creativity into making choices of our special menus from our neighbor countries like Vietnam, Laos, or even Japan in Thai style.
Current Strategy:
At the moment, our products and price range are considered in between up and middle market. A number of our dine-in customers are regular to Patara, a high-end Thai restaurant brand. Many of our customers are also regular to large chains such as Giggling Squid and Rosa. We therefore want to differentiate ourselves from Giggling Squid and Rosa. Among many strategies put in place, one is to become net zero as we noticed a strong environmental concern amongst our customers. Therefore:
⦁ We try to replace plastic packaging with bio-degradable products. However, this type of packaging costs more than basic plastic containers.
⦁ In the kitchen, we aim to be zero food waste. We are working to control portions and, in some cases, allow for free second servings to reduce food waste.
⦁ When our electricity contract ends, we will switch to a green energy supply.
⦁ Next year, we will launch a price promotion for takeaway customers who bring their own containers. In fact, we are studying the feasibility of launching a scheme where we loan containers to customers (see ⦁ this link as an example).
Future Strategy:
Next year, we are going to launch our sister brand, Imm express, which will specialise in serving Thai and Asian food for ‘grab and go’ and takeaway. So, we are keen to make a strong statement that net zero is one of our main objectives and we want this to reflect in our practice.
Therefore we would like ideas/ strategies, which can be translated into a profitable action plan, in moving the company into net zero in the next ten years. This action plan needs to consider:
⦁ How Imm Thai Fusion can achieve net zero in ten years. This could be through food packaging waste, lowering CO2 emissions in the food supply chain, and changes in activities of business and staff behaviours.
⦁ How we can engage staff and customers to participate in this plan.
⦁ What actions/ strategies are being implemented to target this issue elsewhere?
You should be mindful that most SMEs have limited resources. So, your plan must show efficient and creative use of resources.
Further information:
⦁ https://immthaifusion.co.uk/
⦁ https://sg.deliveroo.news/news/deliveroo-barepack.html
⦁ https://www.gov.uk/government/news/calling-all-small-businesses-to-lead-the-charge-to-net-zero
⦁ https://www.netzeronow.org/restaurants
