Burger King Thailand implements expansion and menu-diversification strategy

In a strategic response to the anticipated decline of Chinese tourists to Thailand, Burger King (Thailand) Co., is revising its market approach. It plans to increase its meals vary to introduce extra non-burger products. This strategy aims to ask a broader customer base and enhance revenues.
As per the company’s basic supervisor, Tanawat Damnernthong, Burger King has plans to ascertain new outlets in more rural locations across the country in the upcoming five months. Destinations similar to Phuket and Pattaya have been focused, with hopes to enchantment to a consumer base previously not reached by the burger giant.
Burger King has already marked its presence in Bangkok and different tourist hotspots this 12 months by opening up 4 new branches. It also plans to establish six extra outlets within the latter half of the present year. However, the expansion in Bangkok is likely to be on maintain subsequent yr, with the focus being shifted to upcountry places.
Currently operational in 20 provinces, Burger King visualises an unlimited progress potential. Especially in Index like Ayutthaya, Phitsanulok and Nakhon Sawan the place the Burger King brand is comparatively unknown, reported Bangkok Post.
Tanawat said…
“We have to offer value-for-money products by way of promotional offers to entice these potential prospects.”
In addition to increasing its geographical attain, the company plans to embrace variety in its food offerings. The idea is to enchantment to the numerous style preferences of shoppers, thereby, making certain a wider reach. As part of this technique, the “Hatyai Chicken King,” that includes Southern-style Thai fried hen has been included as a daily menu item throughout all Burger King shops. Exceptions are airport outlets and places that are closely visited by vacationers.
Tanawat reckons Thailand’s fried hen market is estimated to be worth 25 billion baht, 2-3 times larger than the burger market. His recent expertise in Shanghai, China, enlightened him in regards to the slow-paced property market of the nation. He mentioned he is hopeful that the introduction of new menu gadgets could assist the company’s growth, decreasing its reliance on Chinese vacationers.
The launch of two new merchandise out there earlier broke gross sales records in April and July. Tanawat appeared confident that the introduction of the Hatyai Chicken King will further increase Burger King’s sales in the fourth quarter of the year.
“We believe our Hatyai Chicken King will take Burger King’s gross sales to another new excessive within the fourth quarter of this year,”
Regular Burger King customers largely comprise prospects in the higher-income teams, between the ages of 30-39. However, with the launch of the Hatyai Chicken King, the hope is to draw those who fall within the moderate-income category.
Moreover, the introduction of these new items ties properly with the Burger King initiative to enhance consumer loyalty and create an affinity in the direction of the model. Future planning includes a potential introduction of a Burger King Mala menu.
Tanawat concludes that the prime goal is to amplify the contribution of non-burger products to 10% of gross sales this year from the sooner 3%..

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