Yum! to open 55 new KFC stores next year

Thunyachate Ekvetchavit, the company’s KFC marketing director, said that between Bt1.5 billion and Bt1.55 billion would be allocated to new-store expansion, while between Bt150 million and Bt200 million would be for renovating branches. 

Of the 55 KFC restaurants set to open next year, about 15 will be standalone, drive-through outlets, while the rest will be inside shopping malls. 

“We set a target to open 10 new drive-through outlets this year, and we have already achieved this. In November, we added six stores at a cost of between Bt40 million and Bt50 million each.

“ We have invested more than Bt500 million in new-store expansion via the drive-through format this year,” he said.

A separate Bt1.4-billion investment budget this year was allocated for the opening of 40 KFC restaurants, most of them in shopping malls, as well as for renovating 30 stores.

The company currently operates 531 KFC restaurants throughout the country.

“Our goal is to open 100 drive-through restaurants in the Kingdom by 2020,” Thunyachate said. 

“The expansion of drive-through stores is aimed at serving today’s consumers, who have more variety of demand, especially those who live in the big cities. People have changed their lifestyles to cope with changing environments driven by urbanisation. 

 

Greater convenience 

“Many of them are looking for greater convenience, quick service and 24-hour accessibility, so that they are able to drive their car and buy products without getting out of their vehicle,” said the marketing director.

KFC is committed to offering new experiences to customers, and Drive Thru standalone is a new strategy that meets the new urban lifestyle, he added. 

“The highlight of KFC Drive Thru is that the menu is the same as our general stores, but the service is quicker and more convenient. They don’t have to get out of the car and queue up. 

“More important, most of our drive-through branches are open 24 hours a day, which is great for urban consumers.

“Our strategy is to make the KFC brand more modern and meet consumers’ contemporary and urban lifestyle,” he explained. 

The 10 drive-through outlets opened this year are in Rangsit-Pathum Thani, Pure Place Ratchapruek, Narathiwat Rajanagarindara Road, Phetkasem Power Centre, Tesco Lotus Pattanakarn, Ramkamhaeng, Theparak, Srinakarin Road, Mahidol Road in Chiang Mai, and Sunee Plaza in Ubon Ratchathani. 

A drive-through standalone costs more than a general store, but it is a good investment, since the locations are near communities, he said, adding that families and urban people who need convenience and fast service will find drive-through a good choice. 

In addition to expanding the drive-through business to meet the changing needs of consumers, Yum Restaurants International (Thailand) and Central Restaurants Group, as operators of the KFC brand in Thailand, also aim to expand the dining experience with new products. 

According to a survey conducted from January to September by Millward Brown Thailand, based on visits to chain restaurants in the past three months and answered by 4,067 respondents, KFC was still the market leader with a 51-per-cent share among such restaurants in Thailand during the period.