Bangkok--2 Jun--124 communication Consultings
Thailand's leading restaurant chain KFC, today announced plans to open hundreds of new restaurants, bringing the number of its branches in Thailand to 800 stores by 2020. This will create an additional 12,000 jobs nationwide. The chain’s rapid expansion will be delivered by two key strategies: innovation to respond to consumer trends on fast and convenient access and 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 Thailand continues to strengthen its position as the number one restaurant chain. Over the past 31 years, KFC has grown with the strong and valued support of our long-term and respected partner, CRG. At the end of April 2015, there are 532 restaurants throughout Thailand and new restaurants continue to be built at a rapid rate. Brand sales have grown consistently and are up over 8% on 2014. KFC has two primary strategies to continue this growth to reach 800 restaurants by 2020: Innovation and new partnerships.
KFC Thailand’s first strategy is to continue to be a leading innovator in the industry. Changing consumer needs and lifestyles has resulted in an increase in customers looking for great tasting food in a fast and convenient way. Over the next few years, KFC will continue to invest in world class solutions to ensure all customers can enjoy their products in a fast and convenient way. This will be done across the three channels of Dine in and takeaway; Drive Through and Delivery.
For dine in and takeaway customers, KFC Thailand has been developing a 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 restaurants can serve more customers faster than previously. This new SOP can double customers served per hour from 41 to 83 for each register. KFC has installed SOP in 7 KFC stores and plans to roll out to all stores by the end of 2015. Results from the stores with SOP show faster service, improved customer satisfaction and stronger sales growth. Eventually all KFC stores in Thailand will feature the SOP solution.”
Waewkanee continuingly adds that the trend to increased convenience has also underpinned the rapid expansion of Drive Through format stores. Conveniently located and offering an easy grab and go service for all occasions has seen customers embrace the concept. KFC opened 10 Drive Through stores in 2014 and will accelerate to 100 Drive Through stores throughout Thailand by 2020.
The final area of innovation is KFC’s strong delivery service business. Delivery service generates sales at 9% of total business, with 11% growth over the last 2 years. KFC has lately developed E-Commerce OnlineOrdering to provide added convenience to the Home Delivery Service. On-line orders now represent 36% of all delivery sales and are growing fast as customers respond to this convenience. Also in response to the increased demand, KFC has expanded delivery to 231 restaurants.
KFC Thailand’s second strategy is to grow the KFC Brand with partners. We believe that long term strong partnerships with a shared goal of building a stronger business for all stakeholders is the key to growth. Over the past 31 years, KFC Thailand has grown rapidly from a strong and proud partnership with the Central Restaurant Group Co., Ltd. To enhance KFC’s expansion and to accelerate growth, we will search for an additional business partner, to drive growth opportunities and to provide innovation to our customers.
“The combined strategies of innovation to meet changing consumer needs and building strong partnerships will ensure KFC strengthens its position as the number one QSR in Thailand.” Waewkanee concluded.