KFC goes ahead full-on with its standalone Drive Thru, Reaffirming its status as leader of QSR Responding to new urban lifestyle with a plan to have 100 Drive Thru stores by 2020

General Press Releases Monday December 22, 2014 11:32
Bangkok--22 Dec--124 Communication Consultings

KFC, the leader of quick serve chain restaurant in Thailand, is happy with the performance of its Drive Thru model. Six more branches were opened in just one month, increasing the number of Drive Thru branches opened in 2014 to 10 stores. The aim is to respond to the urban lifestyle of consumers today who want convenience, quick services, and 24 hours accessibility. The focus is now on standalone outside department stores, and it has prepared 1.7 billion baht for 2015 to introduce 55 new branches – 15 Drive Thru stores and 40 stores in department stores or shopping malls.

Thunyachate Ekvetchavit, KFC marketing director of Yum! Restaurants International (Thailand), said, “As the leader of QSR business in Thailand who has the highest number of branches today – 531 branches nationwide – KFC is committed to offering new experiences to our customers. Drive Thru standalone is another brand strategy to connect with the urban lifestyle. Consumers today want variety, especially those who live in a big city. They want to convenience of driving through and getting what they need without getting out of the car or going to the department store. Many people finish work late and cannot go to the department store or restaurant. The highlight of KFC Drive Thru stores is that they offer the same menu as our general stores, with quick service and more convenient. They don’t have to get out of the car and queue up. More importantly, most of our Drive Thru branches are open 24 hours a day, which is great for the urban consumers.”

Thunyachate continued that in 2014, KFC has opened 10 Drive Thru stores, namely Rangsit – Pathumthani, Pure Place Rachapruek, Narathiwatrajanagarindara Road, Phetkasem Power Center, Sunee Plaza in Ubonratchathani, Tesco Lotus Pattanakarn, Ramkamhaeng, Theparak, Mahidol Road in Chiang Mai, and Srinakarin Road. Drive Thru standalone costs more than a general store to build, but it is a good investment. It responds to the various needs of the customers and brings happiness to the customers, since the locations are near communities. Families or urban people who need convenience and fast services will find Drive Thru a good choice.

“We are confident that standalone branches will help push our growth. For 2015, we will invest over 1.7 billion baht. First, we will invest 1.55 billion baht to open 55 new branches, 15 of which will be Drive Thru. Second, we will invest 150 million baht to renovate existing KFC stores nationwide. We plan to expand our Drive Thru business to 100 branches by 2020,” he said.

In addition to expanding the Drive Thru business to meet the changing needs of the consumers, Yum Restaurants International (Thailand) and Central Restaurants Group, as operators of the KFC brand in Thailand, also aim to respond to the needs of the modern customers, focusing on new products to offer various choices. The goal is to create an enjoyable food experience for the Thai consumers and to meet the need of every lifestyle. Recently, it has launched “KFC Dip In”, which is a new set that offers five flavours of sauce with our fried chicken, Wing Zap, boneless chicken, and fries, served with two glasses of Pepsi. The set is available from today until Jan 11, 2015. Another promotion is the Cheesy Fish Burger, only 65 baht each, and Cheesy Fish Burger combo set which includes a Cheesy Fish Burger and a Pepsi at only 69 baht. The promotion is until January 11, 2015. It has also introduced a snack set ET Festival 2014 (6+1) – with a purchase of six original or Choco Banana egg tarts, get one free. The promotion is until January 11, 2015.

According to the survey done by Millward Brown Thailand, which is based on the visits to chain restaurants in the past three months, surveyed during Jan 6 to September 14, 2014, answered by 4,067 respondents, it was found that in the first three quarters of 2014, KFC was still the leader of the market, with 51% market share among total chain restaurants in Thailand.

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