Burger (Thailand) Co, the operator of Burger King in Thailand, is adopting digital transformation as consumer behaviour shifts, in a bid to grow its brand affinity.
General manager Tanawat Damnernthong said the company had significantly increased its budget allocation for digital assets this year and next. The substantial investment is intended to fortify the company’s infrastructure, enabling it to serve customers through new channels, he said.
The overarching goal is to future-proof…
