Mango Tree Bistro makes Middle East debut

Lucy Taylor, March 29th, 2010

Mango Tree Bistro, part of the popular Mango Tree franchise from Bangkok, has launched its first Middle East outlet in Dubai.

Located in the emirate’s newest mall, Mirdif City Centre, Bistro is the Thai group’s second outlet in the emirate, following on from the successful launch of Mango Tree Souk al Bahar 18 months ago.

Mango Tree chef, founder and chief executive Pitaya Phanphensophon said the new outlet was geared towards “the younger generation who are looking for a more fun, relaxed and convenient dining option”.

“The younger generation demands the food to be simple but with a more contemporary food presentation, so it appeals visually. Service staff take the friendly approach and interact more with the customer; we train our staff to have a big smile, just like you find everywhere in Thailand,” he added.

The Bistro menu is smaller than the traditional Mango Tree restaurant, with a focus on special feature dishes which change on a regular basis, explained Phanphensophon.

He added that Mirdif City Centre was an ideal location for the outlet.

“MCC had a good mix of UAE nationals and expats. It is much closer to their homes in comparison with some of the other malls, and it is more family-based,” he noted.

“This fits our market segment in how we expand. Mango Tree Bistro services a more family clientele whereas Mango Tree adds the dimension of corporate and tourist business as well.”

Phanphensophon agreed that the UAE casual dining market had become “very competitive” over recent years, with the emergence of many new concepts.

However he asserted that the demand was still there.

“More malls have opened where families go and can have more choices. It can be compared with somewhere like Bangkok, where I am based, where the shopping mall has become a one stop shop for the whole family,” Phanphensophon noted.

Mango Tree has plans to expand further across the MENA region in future, with Phanphensophon predicting “15 to 20 more locations, minimum” within the next four years.