Mr. Thunyachate Ekvetchavit, KFC marketing director of Yum! Restaurants International (Thailand) said that consumers’ dining behavior is changing mainly because of urban expansion. Such change makes life more rushing and adds more time limitations to people’s lifestyle. The consumers however still pay attention to their diet and seek for thrilling dining experience with more varieties that must be made from high-quality ingredients and taste good at the same time. With this idea, Yum! Restaurants International (Thailand) and Central Restaurants Group, operator of KFC in Thailand, have put consumers’ needs as their main goal and have been releasing new menus to keep up with consumers’ changing demand. The chain aims to deliver an impressive dining experience to customers from all walks of life and to offer them tasty dishes. With this commitment, KFC has become the leading QSR chain with more than 50% market share in the first quarter of the year 2014.
Mr. Thunyachate added that, “KFC’s above-mentioned strategy led to the development and the launch of our special menu “Black Magic Burger” for the first time in the world. The extraordinary burger is originated from KFC Thailand and will be sold at KFC branches in Thailand only. This menu is our highlight of the year – it is tasty in its own unique way and rich in nutrients. The burger dough is made from dark whole-wheat bread and stuffed with KFC’s signature tender and lightly-spicy fried-chicken and seasoned with the aromatic and lightly-spicy magic pepper sauce. We added some more flavor with cheddar cheese, fresh vegetables, and thick pieces of tomato. This menu will surely fulfill customers’ need for new and alternative culinary experience, which truly differs from other ordinary fast-food dishes. It can also fit in modern-day consumers’ lifestyle, which craves for something new and extraordinary. We are certain that KFC Black Magic Burger will gain a very warm welcome from our beloved customers especially from office people. It will also help KFC to maintain its leading position in the QSR segment with the expected 55% market share in the third quarter of the year 2014.”
“KFC sets aside 40 million baht for marketing investment to cover all communications channels and to create the trend in social media world with the ‘Close to Open the Experiences of the Senses’ campaign to promote KFC Black Magic Burger menu,” added Mr. Thunyachate.
KFC Black Magic Burger’s promotional price starts at 69 baht. At 89 baht, customers will get one Black Magic Burger paired with one box of french fries and one glass of Pepsi. For family-sized option, KFC offers the 139 baht set with one Black Magic Burger, one piece of fried-chicken, and two pieces of WingZ Zabb and a glass of Pepsi.
“Black Magic Burger” is available at all KFC branches from September 5 to October 9, 2014 only.