F&B advisory · Bangkok
Market entry is an operating problem.
We guide foreign food & beverage brands into Southeast Asia — and help multi-unit operators fix, or exit, the brands that aren't earning their keep. Advice from someone who has carried the P&L, not observed it.
What we do
Two things, done properly.
Most advisory in this region is either strategy without operations, or brokerage without accountability. We work the way an operating partner does — inside the unit economics.
Market entry
For foreign brands entering SEA
From first landing to a working, profitable network — built around your brand, not a template.
- Market selection & entry structure — direct, JV, or master franchise
- Site selection & landlord negotiation
- Localisation that protects the brand and the P&L
- Pre-opening: team, supply chain, launch
- Partner and franchisee search & vetting
Portfolio performance
For multi-unit operators & owners
An honest read of the numbers, then the discipline to act on it — including the decision most advisors won't put on the table.
- Unit-economics diagnosis across brands and sites
- Turnaround: cost re-basing, menu & margin work
- Consolidation — fewer, better outlets
- Disciplined exit and wind-down, capital protected
- Capital allocation across the portfolio
Track record
The ledger, not the highlight reel.
Selected outcomes from five years as equity Operating Partner across a 20-brand, five-market portfolio. Growth is here — and so is an exit, because knowing when to stop is value creation too.
Figures indicative, in local currency. Further case studies available on request.
About
Operator first. Advisor second.
Alistair Bow spent five years as equity Operating Partner to a multi-brand F&B group spanning twenty brands across Southeast Asia and Australia — with direct P&L ownership of the Thailand and Indonesia markets, and group-level oversight of expansion, operations and portfolio rationalisation. He vested and exited his equity position in 2026.
Before that, he trained inside the Azumi Group — Zuma Hong Kong, Zuma New York, Roka Dubai — one of the world's leading luxury-dining operators, and holds a BBA from Les Roches, Switzerland.
Alistair leads the advisory work. Prim leads client partnerships and commercial engagement. Together, Al & Prim Partners stays deliberately small: senior attention on every mandate, no hand-offs.
- Base
- Bangkok
- Mandate experience
- 20 brands · 5 markets
- Direct P&L held
- Thailand & Indonesia
- Formats
- QSR to fine dining
- Working languages
- EN · MY · ID · 中文 · 粵語
- Pedigree
- Azumi Group (Zuma, Roka)
"A credible, decisive operator whose management and judgment have consistently moved the business forward. He is not afraid to restructure a business or cut losses when necessary."
HL — Owner, Marchstone Food Project & Food Factory SG · direct reference available on request
Contact