Makro Thailand has launched “The People Contract” (ยืนหยัดให้คุณยิ้มได้), an initiative intended to give contractual certainty to small restaurant owners, many operating at micro and nano-business scale.
The initiative focuses on providing a contractual structure for operators within Thailand’s food ecosystem.
In business, contracts define who survives. They determine who gets credit, who negotiates pricing, who secures distribution, and who remains stable when markets turn volatile, said the creative agency behind the campaign, YDM Thailand.
Contracts are typically written between corporations. Makro Thailand introduced The People Contract as an initiative structured as a contract aimed at small restaurant owners.
“Makro supplies the very operators most vulnerable to economic shocks,” said YDM Thailand.
“Rather than offering temporary discounts or purpose-led messaging, Makro partnered with YDM Thailand to rethink where leverage is truly created in business.”
The People Contract introduces five structural commitments designed to transfer corporate-level leverage to small operators.
“In business, contracts usually exist between corporations,” said Shaun Wong, Makro’s Chief Corporate Planning Officer.
“For the first time, certainty was written for the people — not just corporations.”
Five structural commitments designed to transfer corporate-level leverage to small operators
PayNext — Buy Now, Pay Later
Restaurants can purchase ingredients upfront and pay after revenue is generated — easing cash flow pressure that often determines whether doors open each morning.
Personalized Pricing
Using purchasing data, Makro reduces costs on the specific ingredients each business relies on most — replicating negotiation advantages typically reserved for large chains.
Shared Space
When accidents or crises force restaurants to close, Makro provides free kiosk space within its locations — allowing businesses to continue operating instead of shutting down entirely.
Shared Shelves
Local dishes are guided through certification and placed on Makro’s national retail shelves — granting small operators access to distribution infrastructure traditionally dominated by established brands.
Voice
To make the shift visible, Makro surrendered its own billboards and transformed them into hyper-local restaurant guides promoting nearby independent restaurants.
No product ads, no brand push, said the agency.
