Mitihoon – CP AXTRA x Minor Food Debut Corporate Franchisee Model, Driving Happy & Healthy Malls as Food & Lifestyle Destinations
CP AXTRA Public Company Limited (CP AXTRA), operator of the wholesale and retail businesses Makro and Lotus’s, has joined forces with The Minor Food Group Public Company Limited (Minor Food), operator of one of the largest restaurant chains in the Asia-Pacific region, to launch their first Corporate Franchisee Model. The partnership draws on the strengths and expertise of both industry leaders to create new business opportunities and improve the food and lifestyle experience for customers and visitors. Under the partnership, CP AXTRA will bring five iconic dining brands to its stores: Dairy Queen, Swensen’s, GAGA, Bonchon, and The Steak & More. The model will be rolled out across high-potential Makro and Lotus’s stores nationwide under the Happy & Healthy Mall strategy, which aims to transform retail locations into community spaces.
Ms. Benchawan Ongsri, Chief Mall Officer, Mall & Property Group, CP AXTRA Public Company Limited, said, “We are delighted to deepen our collaboration with a strong partner like Minor Food under our Happy & Healthy Mall development strategy. This Corporate Franchisee Model brings together CP AXTRA’s extensive store network, retail space, and customer base with Minor Food’s renowned brand portfolio and food business expertise. Together, we aim to open new avenues for growth while elevating our malls as Food & Lifestyle Destinations that cater to every generation.”
Mr. Thunyachate Ekvetchavit, Chief Development Officer and Chief Operating Officer, Minor Food Group, said, “Minor Food and CP AXTRA share a long history of partnership, and the launch of this Corporate Franchisee Model takes our collaboration in a new direction. It combines Minor Food’s expertise in the food business, restaurant operations, and franchise systems with CP AXTRA’s extensive store network and customer base. By bringing in high-potential brands that suit each location and meet customers’ needs, we aim to create business opportunities and sustainable, long-term growth for both companies.”
Under this Corporate Franchisee Model, CP AXTRA will serve as investor and franchisee, drawing on its network of more than 2,650 stores and its diverse customer base. Minor Food will manage the outlets and oversee operations in line with each brand’s standards, applying its proven restaurant management and franchise expertise across a global network of over 3,000 restaurants in 25 countries.
This initiative aligns with CP AXTRA’s Happy & Healthy Mall strategy under its Food & Lifestyle Destination pillar. By integrating high-potential brands that enrich its food and lifestyle offerings, CP AXTRA is creating traffic anchors that draw more customers, deepen customer engagement, and extend dwell time. The new outlets are designed to fit into customers’ daily routines and strengthen the long-term potential of CP AXTRA’s store network.
The partnership gives customers a wider choice of food and lifestyle options and creates new experiences that drive footfall and extend dwell time across CP AXTRA’s malls. It strengthens store potential and expands growth opportunities for both organizations, while delivering value for customers, business partners, and communities and laying a solid foundation for shared long-term growth.
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