Yum Restaurants International (Thailand) Co, operator of the KFC restaurant chain, will open more drive-through outlets to accelerate its sales amid tough competition in the quick-service restaurant sector.
Waewkanee Assoratgoon (right), managing director of YumRestaurants International (Thailand), and Takrit Sanitprachakorn, a vice-president of Central Restaurants Group, test the service at the new outlet on Srinakarin Road.
The first drive-through KFC was officially opened on Srinakarin Road on Monday to target people with modern lifestyles and reach a diverse group of consumers in eastern Bangkok.
The opening of the branch brings the number of KFC outlets in Thailand to 500.
Managing director Waewkanee Assoratgoon said Yum and its franchisee Central Restaurant Group have allocated 400 million baht to open 10 KFC drive-through outlets next year.
"We are confident in the potential of drive-through restaurant business because it can better respond to changing consumer behaviour after a growing urbanisation," she said.
Consumers today are more selective and choose exciting and different dining experiences.
In other countries, drive-through stores account for more than half of some restaurant chains' outlets.
The Srinakarin Road store received a better-than-expected response after having a soft opening for three weeks.
Ms Waewkanee said the drive-through format will help Yum generate sales more than double the level of regular restaurants in shopping centres.
Competition in the quick-service restaurant sector is very intense as consumers have more choices.
The Srinakarin Road branch, covering 400 square metres, is open around the clock and will offer various menus including breakfast. It is attracting 800 customers per day, higher than its target of 500.
Spending per bill is also good at 170 baht, similar to the amount at branches in shopping complexes.
Yum is confident Thailand's economy has much long-term potential, so it expects to expand continuously with a goal of 750 branches nationwide by 2020.
Fifty more branches will open next year including 10 drive-through stores, some in major cities. The company expects a market share of more than 50% for KFC.