Thailand’s operator of the Burger King chain, is aiming to push sales this year by tapping into the red ocean fried chicken market for the first time.
The company’s general manager, Tanawat Damnernthong, said demand for fried chicken products in the fast food restaurant industry has grown by 7-9% annually. Ten brands have entered into this market despite the pandemic, such as Choongman and Gugu Chicken, two Korean crispy chicken brands.
Bonchon and Texas also branched out a lot last year, while some Japanese restaurant chains have been offering this item via their delivery channels.
This fried chicken has grown in tandem with changes in consumer behaviour. They opt for healthier fast food, particularly those containing chicken.
Fried chicken chains reported impressive performances globally last year, not only in Thailand.
To take advantage of this trend, the firm…
