KFC moves to bolster its leadership in Thailand

“KFC is continuing its strong investments in Thailand,” said Waewkanee Assoratgoon, KFC country general manager at Yum! Restaurants International (Thailand).
“Brand sales have grown consistently and are up 7 per cent on 2014, driven by great value offers and improvements in customer experience and convenience. KFC is executing its strategies of innovation and new partnerships.”
KFC says innovation for greater value and keeping prices low have been a critical part of its success, as it responds to the rising cost of living. It claims it is always committed to having customers enjoy its products at good prices. In 2015 KFC is investing Bt1.8 billion in great value offers for its clients, their families and friends.
For dine-in and takeaway customers, KFC Thailand is rolling out a new “Speed Up Order Process” (SOP) for faster deliveries. By leveraging world-class order-taking technology and improved kitchen layouts and design, KFC can now double the number of customers served per hour for each register. It will install the new system at all of its outlets nationwide this year.
Results from the stores that already have SOP show faster service, improved customer satisfaction and stronger sales growth.
Waewkanee said that despite a challenging economic climate, the trend to increased convenience and urbanisation upcountry was underpinning the rapid expansion of stores throughout Thailand. This year KFC expects to open more than 40 new restaurants, including 10 in drive-through format. Currently, KFC has 535 stores nationwide.
“KFC Thailand will also further grow the brand with its partners. We are proud of the 31 years of rapid growth and partnership with the Central Restaurant Group. As announced in May, KFC is looking for additional business partners to drive growth and provide innovation. Since that announcement, KFC has seen much interest in the opportunity,” she said.