Branding in Action @ TOPS FOOD HALL (Dusit Central Park)

By: Khun Sitahng Puttha

On November 14, as part of the Strategic Brand Management field visit, MBA, BADT and PhD students stepped outside the classroom to see how a retail brand turns strategy into lived experience at TOPS FOOD HALL.

Kick-off at JustCo Silom Edge

Central Food Retail leaders set the tone with powerful, experience-driven insights:

• Mr. Stéphane Coum (CEO – Food Group) explained how innovation is reshaping food retail.

• Mr. Chakkit Chatupanyachotikul (Head of Marketing, PR & CSV) walked us through the positioning and launch of TOPS FOOD HALL Dusit Central Park — showing how a clear brand identity shapes design, communication and in-store experience.

• Mr. Thanawat (TJ) Jirajariyavej (Chief Merchandising Officer) revealed the direct link between store design and customer experience — how layout, materials, lighting and zoning shape emotion, customer flow and memory.

Inside the Store: Branding Made Tangible

During the guided tour, students immediately noticed:

• a modern, welcoming atmosphere intentionally designed

• service robots, clear zoning, and standout merchandising

• 5,000+ specialty snack brands curated for discovery

• an unexpected delight — a fresh salmon tasting offered by Tops Daily.

One Clear Takeaway

Service is TOPS’ true differentiator by following their formula:

Exceptional service + smart design + thoughtful merchandising = a store customers remember.