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EFG commits to open 20 Boost Juice stores in Cambodia within five years

Cambodia Investment Review

Leading F&B operator in Cambodia, Express Food Group (EFG) has signed an agreement with the well-known international smoothie and juice brand Boost Juice to open and operate 20 stores in Cambodia as a ‘next step’ market.

EFG is expecting the first store to open in Phnom Penh by the end of 2022 with EFG to operate more regional locations in Laos and Myanmar.

Stores are expected to be located in airports, shopping malls, and gas stations tapping into Asian needs for Grab & Go, Convenience Retail, and a healthy daily beverage trend the store will also be available on the business delivery app.

Speaking to Cambodia Investment Review, Martin Darby, Managing Director of EFG Holding and Vice President of EFG, commented for EFG this is a significant strategic move.

“The partnership affords us a competitive advantage and point of differentiation. It complements our western fast food and casual dining branded portfolio and gives us the opportunity to tap into the growing interest in the grab & go and smoothies and juices segment,” he added.

EFG aims for an evolving portfolio

Today Boost Juice has over 650 stores serving up delicious Boost beverages in 14 countries across the globe, the brand has been dominant in the smoothie and juice market for over a decade with 131 stores in Malaysia, 53 stores in Singapore, 23 stores in Indonesia, 10 stores in Thailand, and seven stores in Brunei.

“One of EFG’s missions is to understand our customer needs and bring them an exciting evolving portfolio of restaurant and kiosk brands and innovative new food and beverage products,” an EFG spokesperson said.

Martin Darby, Managing Director of EFG Holding and Vice President of EFG.

“We are aware that customers today are constantly seeking new and more exciting offerings, with EFG’s experiences in the hospitality industry, we believe that this partnership will be a perfect addition to our portfolio,” they added.

EFG Cambodia’s other F&B brands include The Pizza Company, Dairy Queen, Swensen’s, Bar BQ Plaza, Krispy Kreme, The Coffee Club, Eat Together (Chinese food), Bay Phum (Khmer food) and So Bento (Asian fusion).

The company is majority owned by RMA Group Thailand, with minority holdings by Lombard Investments Thailand and local shareholder partners in Laos and Myanmar.

Cambodia continues to attract more international F&B brands

Cambodia is increasingly been seen as a ‘next step’ market with the nation’s rising incomes and its middle-class connection to international branded culture.

To read more about franchises in Cambodia click here.

Callum Mackay, Head of International Business for Boost Juice said in a press release that Boost Juice was beyond excited to announce this partnership with EFG.

“EFG’s history of successfully adapting global brands to their local market and their customer-focused approach is a great match for our business ethos,” he said.

“The Southeast Asia market is a very successful and rapidly growing region for our brand and we look forward to continuing this expansion and offering our freshly made smoothies and juices to the Kingdom in the near future,” he added.

Cambodia has already attracted an increasing number of regional and international F&B franchise brands including well-known names such as Dairy Queen, Gloria Jean’s Coffees, KFC, The Pizza Company, Ya Kun Coffee & Toast, and Sarpinos Pizza, to name a few.

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