Burger (Thailand) Co, the local operator of Burger King, is aiming for a 20% increase in sales for a second consecutive year in 2024.
General manager Tanawat Damnernthong said the company is optimistic about attaining a 20% sales growth next year to 3.4 billion baht, building on an anticipated 2.88 billion baht in sales this year, a 20% gain from 2022.
This sustained double-digit growth is attributed to the introduction of new menu items, giving customers more choices that cater to the local market, said Mr Tanawat.
This initiative has increased customer frequency at Burger King outlets, he said.
According to Mr Tanawat, the company also embraced digital advancements, catering to the preferences of the younger demographic, alongside renovating existing stores and opening new ones.
Value promotions have played a key role in expanding the customer base, with people returning to normal spending patterns, he said.
"Our sales in the first 11 months of this year achieved the most robust growth in 23 years. This success is attributed to a strategic approach focused on reaching a broader audience in Thailand," said Mr Tanawat.
"The company has pursued expansion by opening new branches, aiming to provide coverage across the entire country. This year we opened more than 10 new branches."
In addition to unveiling new menu items, Burger King has enhanced its existing menu by introducing upgrades to both savoury and dessert selections.
These upgrades feature flavours that resonate with Thai consumers, including the popular Khanom Krok pie and Hat Yai fried chicken, which have gained positive responses from customers.
Mr Tanawat said the firm has also rolled out promotions that offer value for money, spanning a variety of menu items such as burgers and rice dishes.
Moreover, Burger King has expanded its distribution channels to accommodate diverse lifestyles.
Customers can place orders through the traditional in-store method, utilise the mobile app, opt for the convenience of the drive-thru service, or take advantage of the self-pickup ordering system, he said.
Furthermore, Mr Tanawat said Burger King actively employs a crucial strategy: leveraging online marketing campaigns to engage with consumers in real time.
"We are optimistic about Thailand's quick-service restaurant outlook next year. Therefore, we plan to open five new Burger King restaurants in response to customer demand in various locations. This expansion will elevate the total number of Burger King branches in Thailand to 128 in 2024," he said.