Pitaya

About Pitaya

Thai brand founded in Bordeaux in 2010 by Kadir Guglu, based on the street food culture of Bangkok and with dishes created by celebrity chef and MasterChef France finalist, Nathalie Nguyen. It now operates in the UK, UAE, Spain, Argentina, Mexico and Switzerland among other countries, with more than 180 sites in all, both franchised and company-owned, mainly in France (139 in France and 14 internationally). It’s first UK site opened in London in 2021, part of Mountever Restaurants’ area development franchise agreement, and there are plans for further expansion across the UK. The deal was brokered by franchise consultants Seed Consultancy, whose director, Matteo Frigeri, said: “We have seen an opportunity for a Thai fast casual brand in the UK and selected Pitaya for this market where Thai food is either available in a full-service setting or from unbranded independent operators. Pitaya is poised to grow into a national player in the UK too, and the franchise partnership with Mountever Restaurants is only the first step of this expansion. We are looking for more qualified restaurant operators to join the franchise as regional franchisees throughout the UK.” In January 2023, international development manager Jeremie Dupuy told Propel that Pitaya is eyeing up to 150 UK sites and is looking to accelerate its expansion here through a franchise model. He said: “We’re looking for a master franchisee profile to sign a major development plan for all the UK. We are expecting between 100 and 150 restaurants in the UK in the next eight years through a master franchise model. We want to stay focused on Greater London for the moment. We are looking for our second and third locations in London to open in 2023, then continue our expansion in London and develop outside of London in a second development phase.” That same month, Groupe Betrand, the multi-brand restaurant operator which is the franchisee for Itsu in France, completed its acquisition of Pitaya. Groupe Betrand has since paused its overseas roll out of the brand.

Why franchise with Pitaya

• ✓The Pitaya concept is incredibly versatile and proven to work in central business districts, city centres and smaller towns, shopping centres, travel locations and other non-traditional venues. Revenue streams are via eat-in, click-and-collect and delivery, as well as a grocery and merchandising range available in store. Pitaya can operate as a compact 700 square-foot restaurant in low dwell time locations, and with extra seating in tourist and leisure locations. The brand has added nearly 100 sites in the last three years, is continuing its expansion in all French regions and rolling out more locations, in partnership with qualified master franchisees and area developers, in a growing number of European countries. Opportunities to join the brand in the UK or Europe still exist. Pitaya has a franchise fee of $38,700, with a total initial investment range of $233,300 to $423,400 (excluding real property cost). Initial franchise fees are $38,700, with royalties set at 6%, and an average monthly turnover $100,000 (excluding VAT). Personal capital input is a minimum of $110,000, with a hospitality business background preferred, and a commitment to a minimum of five openings. Gross margin is 72% and Ebitda 15-22%.