Through Guillaume Laurens
The “show cooking” of Pitaya knows no borders. Born at Bordeaux (Gironde) in 2010, the brand of thai street food today has 140 restaurants throughout France, and is even starting to expand internationally … Toulouse, where she opened her first restaurant rue des Filatiers in 2016, Pitaya is also a huge success.
The fifth restaurant in the city
After his establishments in the rue des Spinner, then from the street Lafayette, a stone’s throw from the Capitol, Pitaya has gradually established its milestones on the outskirts of the Pink City: most recently in the central square of Montaudran, but also in the shopping center of Labège.
To further mesh the territory, the brand is now moving to the north-east of the city, and is opening its fifth restaurant, in the shopping center Gramont.
Unlike the first four, it will not be a franchise, but a direct subsidiary of the Pitaya company. Suffice to say that the group firmly believes in its success.
Three more openings in sight
“There is in shopping centers, a pedestrian flow is important”, claims the sign, which sees “another form of street clientele than in the city center”. And the king of Thai cuisine does not intend to stop there, since three other openings are being planned in the Toulouse agglomeration, “in the first half of 2022”.
140 seats, instead of a bank
As for Gramont, the opening is scheduled “Mid-December 2021”, indicates Pitaya. The specialist in Thai cuisine sets up at Porte du Lauragais, instead of … an agency of the Societe Generale. With an interior surface of 150 m2, the establishment will have 140 seats: around 100 inside, and around 40 on the terrace. About fifteen employees are in the process of being hired, part-time and full-time, on permanent contracts.
Traditional dishes made in a wok
On the catering side, Pitaya’s best sellers will be on the menu here: pad thai, thai beef, bò bún thai, pineapple chicken, green curry, nua kao… As in the brand’s other restaurants, “these traditional dishes, made in a wok, will be prepared there the same day, and cooked to the minute ”.
Show cooking on the program
So what is Pitaya’s recipe for success? “What sets us apart is above all show cooking ”, smiles Flore Thellier, responsible for the brand’s communication.
“At Pitaya, the woks are cooked over a flame, and carried out in front of the customers, behind windows. It is this show cooking which contributes, with the decoration of the place and the smells, to allow immersion in an atmosphere Thai”.
Because even in a shopping center in a peri-urban area, Pitaya hopes to make one feel the “effervescence of Thailand” and to transcribe as well as possible “the spirit of the Bangkok street, with its traditional street food stalls ”.
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