Local KFC operator Yum Restaurants International (Thailand) is lifting its burger profile to gain an edge in the tight fast-food market.
KFC marketing director Thunyachate Ekvetchavit said the Black Magic Burger, a chicken burger created by KFC Thailand, would be sold at branches nationwide.
Thunyachate Ekvetchavit, marketing director for KFC at Yum Restaurants Thailand, presents the Black Magic Burger.
"It's the first of its kind in the world, fried chicken and an aromatic pepper sauce on a whole-wheat bun," he said.
The company hopes to lure new customers amid a general slowdown in purchasing power.
The Black Magic Burger is intended to help double the sales proportion of burgers at KFC to 20%.
KFC will spend 40 million baht to promote the Black Magic Burger, available at all stores from now until Oct 9.
Mr Thunyachate said the 30-billion-baht quick-service restaurant market suffered from local political unrest in the first half, resulting in low growth of 3-4%.
With the stabler situation now, the company sees signs of improving sales at KFC stores. Demand at KFC during the past three months grew by 12-13%.
Together with Central Restaurant Group, which has the franchise for some KFCs, Yum will spend 800 million baht to renovate some stores and open 20 more by year-end including six with drive-through windows.