Thai street-food franchise

Pitaya is a fast-casual restaurant brand inspired by the vibrant energy of Bangkok street kitchens. Its concept centers on dishes cooked to order in woks, fresh ingredients prepared in full view of customers, and an atmosphere that blends authenticity with contemporary design. This combination of speed, theatrical cooking and accessible Asian cuisine defines what makes the franchise unique.

The network began in France and has since grown steadily. Today Pitaya restaurants operate across the country as well as in several international locations, including parts of Western Europe. The brand continues to attract interest from operators seeking a concept that is modern, scalable and aligned with global demand for healthier fast-casual dining.

Becoming a franchisee and financial requirements

Those interested in joining the network follow a structured onboarding process that includes an initial application, meetings with the development team, validation of the candidate’s profile and a market study for the proposed location. New franchisees are expected to demonstrate strong management skills, commitment to operational excellence and the ability to lead teams in a high-energy restaurant environment.

The financial commitments are clearly defined. The franchise entry fee is approximately €35,000, while the required personal investment generally starts around €150,000. Depending on the size, condition and configuration of the premises, the total initial investment averages €280,000, with typical fluctuations between €150,000 and €300,000. Once operational, franchisees contribute ongoing royalties of 6% of revenue and a marketing fee of 2% of revenue.

Support for new operators is extensive. Franchisees receive operational and culinary training in an existing restaurant, assistance with site selection and layout, and the presence of experienced trainers during the launch period. Continuous support covers operations, purchasing, marketing and brand standards to ensure a consistent guest experience across the network.

Operating the business and future outlook

A mature Pitaya restaurant can reach annual revenues around €1.1 million, with performance varying by location, operational discipline and local market dynamics. Franchisees are responsible for day-to-day management, including staff leadership, quality control, food preparation, financial oversight and maintaining the brand’s service and hygiene standards. The role requires hands-on engagement and a strong focus on delivering a fast, fresh and efficient dining experience.

The brand’s development strategy remains ambitious. After establishing a dense national footprint, Pitaya is expanding internationally in response to growing demand for Asian street-food concepts. Additional country openings are planned, supported by a scalable operational model and strong brand recognition. The company’s long-term vision is to build a significant global presence while preserving the authenticity and simplicity that define its culinary identity.