Have it Your Way: Burger King Thailand flips the script with digital makeover for loyal fans

Burger King Thailand is focusing on digital transformation to accommodate shifts in consumer behaviour and bolster brand loyalty. According to General Manager Tanawat Damnernthong, the company has significantly escalated its budget for digital assets this year and intends to continue this trend into the next.

Tanawat says the primary objective of this substantial investment is to strengthen the company’s infrastructure, making it capable of serving customers through innovative channels.

“Efforts are being made to future-proof the brand, ensuring it remains adaptable to emerging solutions such as smart device-based food ordering and augmented reality.”

Tanawat further explained that consistent investments have been made towards their proprietary mobile application, with a significant upgrade taking place in the first quarter of this year.

Burger…