Transformers dive into food

Central Station | 28 Oct 2021

Watch out! Transformer-themed shops are on the way to major cities in Asia next year.

Doing the job are A La Carte (HK), a food and beverage division of iFREE GROUP, and the US-based toy company.

The team of A La Carte has a smart F&B concept that provides both excitement to customers and nutritious balance to its food offerings.

It said the outlets will stay true to the Transformers brand's core DNA and will provide compelling touch points to attract dine-in customers.

Zoe Chow, senior vice president of A La Carte, said they believed they could create the fun and an exciting dining experience after teaming up with Hasbro.

Matt Proulx, vice president of global location based entertainment at Hasbro, is excited at expanding the Transformers brand into a new environment for fans through A La Carte's regional supply chain and technology platforms.

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