McDonald's banks on breakfast sales looks to 20% growth in keyThai market
McThai expects 20-per-cent growth in sales at its McDonald's restaurants this year, driven mainly by its drive-through and breakfast businesses.
"Thailand retains its key position as the fastest-growing market in Asia, including South Korea, the Philippines, India, China and Indonesia, which witnessed 10-to-20-per-cent annual growth," Hester Chew, executive chairman and chief executive officer, said yesterday.
The company earmarks about Bt600 million to Bt650 million a year to add at least 22 branches in Bangkok and the provinces, with the latest to debut in Surat Thani this month, he said.
Of the 160 McDonald’s in the country, 123 serve breakfast, 63 operate around the clock, 87 provide home delivery and 37 offer drive-through service.
The chain also includes 80 McCafe coffeehouses and two McDonald’s M-Parks, a small-scale community retail centre with car parks. It plans to expand the M-Park format.
Since early this year, the company has witnessed strong growth in sales from drive-through units, although they are fewer in number than "in-line" branches in shopping malls.
"Monthly sales at a drive-through outlet is about 3 per cent higher than in-line branches," Chew said.
In-line branches contribute 70 per cent of the company’s revenue, while drive-through generates 30 per cent.
Another key factor boosting sales this year is breakfast, which is served from 6-11am. Breakfast now accounts for about 20 per cent of total sales, up from only 13 per cent last year. Other daytime meals are also enjoying an increase in sales.
McThai has underlined promotional and marketing activities throughout this year to attract customers. For example, "Tourist Postcards for Charity" was organised together with the Tourism Authority of Thailand and Ronald McDonald House Charities Thailand to support domestic tourism and raise funds for the charity, which helps underprivileged children who are ill and their families.
