Toro Fries Co., Ltd. is a dynamic Thai food service company specializing in the production and franchising of premium foot-long French fries. Headquartered in Nakhon Pathom, Thailand, the company has become a popular name in the snack food and QSR (Quick Service Restaurant) sectors, both as a street food brand and a franchise system.
Brief History
Founded by entrepreneur Chanon Sangmanee, Toro Fries Co., Ltd. began as a food stall concept aiming to innovate the traditional French fry offering with bold flavors and a visually engaging product format. Leveraging Thailand’s growing food truck and street snack culture, the company quickly expanded into franchising, establishing a national footprint and gaining traction in Southeast Asia.
Core Business
Toro Fries operates through two primary verticals:
- Production and Retail of Specialty French Fries
- Franchise System Development and Support
The company’s unique product — extra-long, crispy French fries with exotic sauces — has garnered viral attention and consumer appeal, particularly among Gen Z and millennial demographics.
Product and Service Offerings
Signature Products:
-
Foot-Long French Fries:
- Original
- Truffle Cheese
- Wasabi Cheese
- Salted Egg Cheese
- Onion Cheese
- Pizza Cheese
-
Dipping Sauces:
- Tomato Ketchup
- Classic Cheese
- Sweet Chili
- Toro Signature Sauces
Franchise Offerings:
-
Franchise Packages:
- Turnkey equipment setups
- Initial raw materials supply
- Operational and branding manuals
-
Franchise Tiers:
- Starter carts
- Mobile food trucks
- Permanent kiosk or QSR models
Specialization and Core USP
Toro Fries differentiates itself with:
- Visual Appeal: Extra-long fries served in branded cones for high visual impact
- Flavor Innovation: Infused sauces inspired by Asian and Western palettes
- Franchise Accessibility: Low entry barrier and modular investment packages
- Street Food DNA with Modern Systems: Bridging informal food trends with structured franchise operations
This positioning allows the brand to scale across high-footfall areas like malls, night markets, schools, and transport hubs.
Financials and Market Reach
Though Toro Fries is privately owned and does not publish financials, available insights suggest:
- Franchise Footprint: Over 100 franchise units across Thailand as of 2024
- Estimated Revenue (2023): USD 2–4 million
- Growth Rate: Annual franchise unit growth of approximately 20%
- Export Franchise Inquiries: From Malaysia, Cambodia, and Indonesia
The company has scaled through aggressive social media marketing and influencer collaborations.
Shipment and Export Data
While primarily domestic, Toro Fries also supports international franchisee partners:
- Exported Items: Sauce bases, branded packaging, franchise manuals
- Logistics Support: Coordination with franchisees for sourcing fryers, signage, and materials
- Packaging for Export: Vacuum-sealed sauces and frozen fry samples for international tasting events
Target Market
The core target audiences include:
- Young urban consumers drawn to bold flavors and social media-friendly food
- First-time food entrepreneurs looking for affordable franchise options
- Investors and SME operators in retail and foodservice
- Shopping malls and school cafeterias looking for trendy food concepts
Toro Fries’ model is optimized for high-foot traffic and impulse-driven snack purchases.
Capabilities
- Central Production Facility: Processes raw materials and sauces to franchise specifications
- Training Program: Operational training and quality standards for all franchisees
- Marketing Support: Content creation, social media toolkits, seasonal promotions
- Franchise Innovation: Introduction of new flavors and occasional limited-time products
Certifications and Compliance
- Thai FDA Approved for all sauces and raw materials
- Franchise Registration with the Department of Business Development, Thailand
- Hygiene and food safety protocols aligned with mall and retail standards
Customer Testimonials
- “The truffle cheese fries are a must-have! Our store gets over 200 customers a day.” – Franchisee, Bangkok
- “Toro Fries gave me the tools to start my own food business with minimal experience.” – Franchise Owner, Chiang Mai
Major Achievements
- Expanded to over 100 outlets within five years of founding
- Recognized by Thai franchise expos for innovation in snack franchising
- Featured in local media and food vlogs for unique fry presentation
- Developed bilingual franchise materials to support regional expansion
