Mr Prapat says Burger King has to adapt to the digital lifestyle to survive.
Burger King Thailand, an affiliate of Minor Food Group, is set to open at least 15 new stores a year over the next three years.
General manager Prapat Siangjan said the company plans to open 16 Burger King outlets this half, with 15 stores to be opened annually in 2019 and 2020.
This will bring the total number of outlets to 131 by 2020.
"The burger business still has huge room to grow compared with other quick-service restaurant categories, as the penetration rate per household and overall burger numbers remain relatively low," said Mr Prapat.
"With the proliferation of digital technology, we have to adapt our strategy to survive."
The company plans to open new Burger King stores at petrol stations and tourist destinations, as tourists are viewed as having higher spending power and those looking to fill up on fuel, on average, spend more.
"Customers at petrol stations spend one-and-a-half-times more than at original stores because we can stay open from breakfast until late at night, and not only at lunch and dinner time as is the case with retail complexes," he said.
Of the 16 stores to be opened this year, 10 branches will be drive-thrus at petrol stations and the rest will be at tourists locations in Phuket, Sri Racha and Krabi.
The company will also open a new outlet at Hat Yai airport this year, bringing the total number of Burger King branches at airports to 15 in 2018 and 20 next year.
The company plans to spend 375 million baht on new store openings this year.
Mr Prapat said the company has also provided delivery service since the fourth quarter of last year, saying monthly sales via the delivery channel in 2017 doubled year-on-year.
He said Burger King sales in the first half grew by 30% year-on-year because of that channel.
The company has also widened its Thai customer base by launching value-for-money menus, including a pork burger priced 59 baht.
By Bangkok Post(Published: 10/07/2018) https://www.bangkokpost.com/business/news/1500658/burger-king-pushes-3-year-growth-plan
[ⓒ Pulse by Maeil Business News Korea & mk.co.kr, All rights reserved]