CRG Announces 2025 Strategic Plan Unveils 4 Strategies: GROW - DRIVE - BUILD - SUSTAIN Highlights Delicious Lab for Creating Superior Flavors Ready to Build on Success, Advancing with Sustainable Strength

Mr. Nath Vongphanich, President of Central Restaurants Group Co., Ltd. (CRG), revealed at the "Celebrating Success, Challenging Excellence" press conference that the overall restaurant business in 2024 faced many challenges, including the launch of new restaurant brands increasing market competition, global economic volatility, and rapidly changing consumer behaviors. Despite these challenges, CRG grew by 9%, and recorded a turnover exceeding 15.8 billion baht, operating more than 1,300 branches nationwide, and launching two new brands: NAMA Japanese and Seafood Buffet and Katsu Midori Sushi, while also renovating the Katsuya Flagship @ Central World."In 2024, we created memorable success that was widely discussed through various strategies that were relevant and accessible. Starting with MISTER DONUT's launch of White Pon De Ring, which created a sales phenomenon of 3.6 million pieces, generating revenue of 70 million baht. This was followed by renovating Thailand's first KFC branch at Central Ladprao, bringing back nostalgia amid modern kiosk ordering points. We also created a perfect blend of traditional and modern Japanese style at KATSUYA Flagship Store at CentralWorld, which continuously boosted sales. Additionally, we created viral content with PEPPER LUNCH's How To Cook video clips revealing cooking methods that sparked a trend of followers. AUNTIE ANNE'S Meet & Eat With Gulf campaign featured young artist Gulf Kanawut as presenter, effectively communicating with Gen Z target audiences. We also opened two new brands: NAMA Japanese and Seafood Buffet and Katsu Midori Sushi.""It can be said that we are committed to developing every brand in our group to be more than just restaurants, ready to deliver special experiences in every meal and every day. As a result, our brands and CRG have continuously received awards guaranteeing our achievements in various fields, such as the Marketeer: No.1 Brand Thailand 2023 award for MISTER DONUT in the most popular donut shop category for the 8th consecutive year and AUNTIE ANNE'S winning in the specialized bakery category for the 3rd consecutive year, the Great Place To Work award, as well as an award for organizations supporting people with disabilities at the excellent level for 10 consecutive years from the Ministry of Social Development and Human Security - to name just a few.""Additionally, we remain committed to continuously implementing CSR projects, such as the KFC Harvest project which donated over 700,000 pieces of fried chicken valued at 32 million baht, the CRG Surplus Food project by MISTER DONUT which donated surplus donuts to the Scholars of Sustenance Foundation (Thailand) and VV Share Foundation totaling over 700,000 pieces, the Farm Samart project where SALAD FACTORY provided a total budget of one million baht, including the Mai Tae Ruam x CPN project in which most CRG brands participated, which has reduced the amount of food waste before landfill disposal by over 75 tons."Mr. Nath added that every success serves as a crucial driving force for CRG to move forward in 2025. The company has identified eight key trends in Thailand's food industry: 1. The overall restaurant business market in 2025 is expected to grow by approximately 5-7%, reaching a total value of 572 billion baht. 2. Many new restaurant brands will continue to enter the market, but their survival will depend on their strength and long-term management. 3. Businesses must prepare to face challenges in the food industry, including competition from new and international brands. 4. The demand for premium products and services is rising, with customers willing to pay more for better quality, whether in ingredients or packaging. 5. The lifecycle of brands will shorten as consumer behavior shifts—people are bored easily and ready to give new foods and services a try. 6. Brands must adapt to all situations, stay current with trends, and develop effective communication strategies to reach target audiences on all platforms. 7. Continuous innovation and constant evolution are essential for brands to survive. 8. Managing labor costs and rising raw material expenses will be a key challenge.

For 2025, CRG has established business strategies with 4 key approaches to drive sustainable growth toward its goals:1. GROW: Planning to expand business by building on existing operations and expanding profitable brand branches such as "KFC," "Mister Donut," "Auntie Anne's," "Ootoya," "Katsuya," "Somtam Nua," "Salad Factory," "Shinkanzen Sushi," "Nak-La Mookata", while focusing on branding and continuous product development through the "Delicious Lab" team. In 2024, they developed more than 500 new menu items, accounting for 15% of sales. The team includes diverse personnel with various experiences and expertise, consisting of chefs with over 20 years of experience and young graduates in Food Science and Home Economics with high product development skills and passion for food (Foodies). This age diversity allows them to develop products that reach diverse customer groups, focusing on delicious taste that meets new lifestyle needs and consumption trends both in Thailand and abroad. 2. DRIVE: Driving toward goals under 3C Actions: Cost - managing costs and expenses most efficiently, Capex (Capital expenditure)- focusing on maximizing investment benefits, and Cash Flow - managing cash flow and investments for greater flexibility. They're also implementing more technology in restaurant management to increase operational and service efficiency, such as Self-ordering kiosks, Service robots, and Tablet ordering.3. BUILD: Strengthening business development with a focus on JV Partners, aiming to expand more than 25 branches and seeking potential growth brands to strengthen their portfolio. According to the company's plan, they aim to add 2-3 more brands this year in the shabu and grilled food categories under the CRG Ecosystem to help partners grow sustainably together.

4. SUSTAIN: Driving sustainability in all dimensions: One of the key sustainability missions with "CRG" STRATEGY: - CARE for People & Partner: Taking care of personnel and business partners, embracing diversity, creating equality, and building work-life balance to ensure employee happiness and engagement, as well as creating business benefits with partners with good governance. - REDUCE Greenhouse Gases: Focusing on the environment through energy saving and renewable energy use, aiming to reduce energy consumption by 2%. In 2024, they collaborated with business partners with expertise to expand solar panel installations to 3 locations at KFC and Salad Factory branches. Currently, there are 16 solar panel installations that can produce 963,512.59 kilowatt-hours, accounting for 0.96% of total energy consumption, reducing greenhouse gas emissions by 481.66 tCO2e. This improves renewable energy efficiency, reduces environmental impact, and creates business practices aligned with ESG goals and supporting the organization's Net Zero targets. - GREEN Waste & Environment: Reducing food waste from ingredients in the food production process, continuing the CRG Food Waste: Journey to Zero project in collaboration with Central Pattana in the "Mai Tae Ruam" project and CRG Surplus Food project that delivers surplus quality food to the Scholars of Sustenance Foundation (Thailand), or SOS Thailand, and VV Share Foundation to donate to those in need of food assistance, the poor, and vulnerable groups, by donating donuts from the Mister Donut brand.

Mr. Kanop Sriavut, Head of Food Innovation at CRG and leader of the Delicious Lab team, operating under the concept "Where Innovation Meets Taste," added that today's consumers are heavily influenced by social media. His team is responsible for developing new products through market research, customer analysis, and data evaluation, working closely with the marketing team, partners, and suppliers to bring innovative products to life. The focus for this year is on three key strategies as follows. 1. Quality Means Delicious - Last year, CRG introduced new ways of enjoying food, such as Tonkatsu Nabe in Sukiyaki and Cheese Sauce styles. This year, the emphasis will be on high-quality ingredients. Many customers are unaware that Katsuya and Ootoya use fresh, never-frozen pork, premium breadcrumbs, and carefully selected sauces made from top-quality ingredients. There will also be ongoing improvements in bakery cuisine, particularly in terms of softness and freshness. 2. Premium Affordable - CRG aims to bring premium ingredients and imported flavors to a wider customer base at accessible prices. Customers recognize the value of high-quality ingredients, and CRG has seen success with promotions featuring truffle, ham & cheese, and shrimp roe (ebiko) in Auntie Anne's. This strategy will be expanded to other brands as well. 3. Innovation - As a leader in food innovation, CRG continues to develop new donut dough types. Last year's success with White Pon de Ring and Japanese rice flour dough from Kumamoto was driven by the Thai preference for a soft and chewy texture. This year, CRG is building on that success with White Pon de Ring Strawberry, inspired by the Japanese trend of eating strawberries with sweetened condensed milk. The new donut will feature a vibrant pink color and a rich strawberry flavor.Looking ahead to 2025, CRG is set to drive its restaurant chain business through a challenging year, managing 21 brands and introducing new ones to strengthen its portfolio. With over 1,300 branches nationwide, CRG is prepared for another year of expansion and innovation.