W369XRW6 | Country General Manager – Thailand (Restaurant Franchise Expansion)

Job Title

Country General Manager – Thailand (Restaurant Franchise Expansion)

Location

Thailand (Based in Thailand; frequent international travel required)

Reporting To

General Manager, Overseas Business Division

Company Overview

A rapidly growing international Chinese restaurant group is seeking a highly experienced Country General Manager to lead its Thailand market expansion.

The brand operates over 2,600 locations across 360+ cities globally and is recognized as one of the fastest-growing players in the quick-service restaurant industry. The company manages a fully integrated business model covering franchise management, product development, supply chain, and restaurant operations.

With strong international momentum, Thailand is positioned as a key strategic growth market.

Position Overview

The Country General Manager will be fully responsible for building and scaling the franchise system in Thailand. This role requires a strategic leader with deep franchise expertise, strong local market knowledge, and proven cross-border management experience.

The successful candidate will drive market entry strategy, franchise development, operational excellence, brand localization, and team building to achieve 3–5 year growth objectives.

Key Responsibilities

Franchise Strategy & Development

• Develop 3–5 year franchise expansion strategy for Thailand

• Design differentiated market entry plans and annual development targets

• Build and manage local franchise development networks

• Lead franchise partner sourcing, qualification, and contract negotiation

Franchise Policy & Investment Model

• Optimize investment model and revenue-sharing mechanisms

• Strengthen brand attractiveness and franchisee retention

Store Development & ROI Management

• Oversee site selection evaluation and approval

• Ensure build-out standards and pre-opening execution

• Monitor single-store return on investment

Operations & Performance Management

• Supervise SOP implementation

• Improve operational efficiency via training, store audits, and data monitoring

• Establish franchisee tier management system

• Organize franchise summits and performance reviews

Localization & Brand Development

• Drive product localization (taste adaptation, religious considerations, etc.)

• Collaborate with R&D on menu optimization

• Develop regional marketing strategies

• Oversee social media strategy and KOL partnerships

Risk & Compliance

• Establish crisis management protocols

• Manage major customer complaints and public relations issues

• Ensure compliance with local regulations (food safety, labor law, tax)

Team Leadership

• Build and lead local teams (franchise development, operations, construction)

• Establish KPI and performance evaluation systems

• Align local execution with HQ strategic objectives

Requirements

• Bachelors degree or above (MBA preferred)

• 10+ years in chain restaurant industry

• 5+ years senior leadership experience in multinational franchise systems

• Deep expertise in full franchise lifecycle (development, construction, operations)

• Strong knowledge of Thailands business ecosystem and regulatory environment

• Data-driven decision-making capability

• Proven cross-cultural leadership experience

• Ability to align HQ strategy with local execution

Compensation

• Annual salary: Open (based on experience)

• Monthly reference range: RMB 30,000 – 60,000 equivalent

• Equity incentive plan

• Senior international leadership career path