Burger King Thailand implements expansion and menu-diversification strategy

In a strategic response to the expected decline of Chinese tourists to Thailand, Burger King (Thailand) Co., is revising its market approach. It plans to expand its food range to introduce more non-burger products. This strategy aims to invite a broader customer base and boost revenues.

As per the company’s general manager, Tanawat Damnernthong, Burger King has plans to establish new outlets in more rural locations around the country in the upcoming five months. Destinations such as Phuket and Pattaya have been targeted, with hopes to appeal to a consumer base previously not reached by the burger giant.

Burger King has already marked its presence in Bangkok and other tourist hotspots this year by opening up four new branches. It also plans to establish six more outlets in the latter half of the current year. However, the expansion in Bangkok is…