กรุงเทพฯ--7 ส.ค.--124 Communications Consulting
Thailand's leading restaurant chain KFC, today announced continued momentum and strong investment. This is in line with its key strategies of: innovation to respond to consumer trends on fast and convenient access working with new business partners to drive rapid expansion and reinforce its number one position in the Restaurant industry.
Mrs. Waewkanee Assoratgoon, KFC Country General Manager at Yum! Restaurants International (Thailand), said, "KFC continues its strong investment in Thailand. Brand sales have grown consistently and are up 7% on 2014 driven by great value offers and improvements in customer experience and convenience. KFC is executing against its strategies of innovation and new partnerships."
Innovation on great value and keeping low prices has been a critical part of KFC's success. KFC is responding to the rising cost of living for all Thai people by continuing to invest in offers that keep pricing low and accessible for all. KFC has always committed to help customers enjoy their products at great prices. In 2015 KFC is investing 1.8 Billion THB in great value offers to help support our customers to continue to have great food, great service and great times with their families and friends.
For dine in and take away customers, KFC Thailand is rapidly rolling out the new Speed Up Order Process ("SOP") to drive faster speed and customer satisfaction. By leveraging world class order taking technology, a new customer order taking process and improved kitchen layouts and design, KFC can double customers served per hour for each register. KFC has planned to implement this new system to all KFC restaurants in 2015 nationwide. Results from the stores with SOP show faster service, improved customer satisfaction and stronger sales growth.
Waewkanee adds that despite a challenging economic climate the trend to increased convenience and urbanization upcountry is underpinning the rapid expansion of stores throughoutThailand. In 2015 KFC expects to open over 40 new restaurants including 10 in Drive Through format. At present, KFC has 535 stores nationwide. KFC continues to be the fastest growing restaurant chain in Thailand.
KFC Thailand's second strategy is to grow the KFC Brand with partners. KFC is proud of the 31 years of rapid growth and partnership with the Central Restaurant Group Co., Ltd. As announced in May 2015 KFC is looking for additional business partner to drive growth and provide innovation. Since that announcement KFC has seen a high level of interest in the opportunity. A confidential bidding process is underway and expected to conclude in early 2016 with the announcement of the franchise partner.
To set up the new partner for success KFC has identified a portfolio of over 130 restaurants in which 75 restaurants in the greater Bangkok area and 53 restaurants upcountry. The number and location of the restaurants has been selected to set up a new partner for success from the beginning. This portfolio of restaurants will provide a new partner with:
1) Instant scale - the new franchise partner will be one of the largest restaurant operators in Thailandfrom day 1;
2) A region with significant growth opportunity to rapidly sales, profit and new stores;
3) A Strong and efficient operations base - the geography is contiguous for efficient servicing and growth.
Looking forward, KFC sees significant new restaurant opportunity in Thailand. In upcountry, increasing urbanization provides good opportunity to grow. Bangkok also continues to grow with continued retail expansion and customer desire for more convenience and speed that is proven with the success of drive through restaurants. Additionally, as part of our innovation strategy we are developing additional formats to capture more consumer occasions for growth.
"KFC is making significant investment in Thailand against the combined strategies of innovation to meet changing consumer needs and building strong partnerships. This will ensure KFC strengthens its position as the number one Restaurant brand in Thailand." Waewkanee concluded.