กรุงเทพฯ--16 ก.พ.--124 Communications Consulting
Thailand's quick-service restaurant chain KFC will spend more than 2,700 million baht in branch expansion and renovation while eyeing a 10% growth or higher in 2015. Also, the chain will shift to the main strategic key and its business boost plan for 2015 with focus on innovation aimed to create new experiences as well as to offer new menus for customers. The chain will also revamp its IT system to deliver a faster-service to customers of all groups, especially during rush hours. The brand will bring in digital marketing channel to cater to new generation as a means to reiterate its QSR leader position for the past 31 years.
Mrs. Waewkanee Assoratgoon, KFC Country General Manager at Yum! Restaurants International (Thailand) said, ‘In 2014, KFC Thailand, under operation of Yum! Restaurants International (Thailand) and Central Restaurants Group (CRG) saw a 9% sales growth higher from year 2013. For this year, we expect a 10% rise in sales and will invest Bt 2,700 million in total in 2015. As for this year's business direction, KFC will develop its food innovation and new menus that will offer new tastes and experiences for the customers with year-round new items that will cater the needs of every group of customers. KFC will also target new generation who love trying new things, exciting experiences that they will later share with their friends on social media.
'This year, KFC will develop its service innovation to boost the business' growth. We intend to develop the ordering and delivering food point under the project SOP (Speed Up Ordering Process) so that we could offer new service experiences to the customers. This system will support both the counter and home-delivery ordering thanks to the technology that facilitates a faster service as well as increasing KFC's productivity for rising number of customers especially during rush hours. We also focus on developing the e-commerce system that could support food service from computer, mobile, and tablet ordering. At the same time we hope to expand our food ordering technology for the future plans to fully support marketing activities and promotions such as a loyalty program, e-coupon, CRM, and Mobile Take Away Ordering,” said Mrs. Waewkanee.
Mrs. Waewkanee also added that KFC's marketing strategies would still focus on expanding its marketing communications to every customer group. The brand has prepared marketing plans and promotional activities both offline and online channel as well as planning to develop technology for digital marketing's segment, which aims to create brand engagement with customers. E-Commerce online ordering has been launched to complete home delivery service. This will be carried out along with marketing activities via mainstream media as well as various social media platforms such as Facebook Fanpage, LINE and Instagram to increase customers’ access to information, especially the new generation. Meanwhile KFC still values the significance of the communities nationwide and is committed to conducting business on the basis of social responsibility. For this reason, the brand has organized several CSR projects with many communities such as KFC Seven Shoot 2015, the country's biggest 7-a-side youth football competition, and the fundraising project with KFC customers in food support against hunger at both national and international (World Hunger Relief) levels.
Furthermore, the survey carried out among 4,067 participants by Millward Brown Thailand on the market shares evaluated from the service frequency in chained restaurants during the past 3 months (survey period from 6 January 2014 - 4 January 2015) showed that KFC is still the market’s leader with 51% market share in the segment of total chained restaurants in Thailand.