BANGKOK (Manager Daily) – Burger King (Thailand), projecting fierce competition in the fast food market next year, plans to strengthen the position of the premium brand and open 4-5 more burger restaurants targeting 20-30% sale growth in 2005.
Burger King (Thailand)’s General Manager John Scott Heineke said the competition will be fierce as the market grow up steadily this year. The company would focus on strategies to stimulate sales without any plan to cut prices.
Burger King also plans to open 4-5 more restaurants nationwide with 1 or 2 in the South. The premium hamburger chain has come up with a plan to renovate the look of its existing 16 outlets; each will cost THB2-4 million, said Mr. Heineke.
The company plans to launch several new products next year to keep up with changing lifestyle of the consumers. One new dish in the burger and snack will be introduced every two months, according to Mr. Heineke.
“This year, we are quiet due to not many marketing activities. Our marketing budget is 7-8% of sales a year,” he said.
The burger market is steady this year with a value of THB2.1 billion and with McDonald’s the market leader, whereas Burger King commands a 15% market share. It expects to raise the stake to 17% in 2005, Mr. Heineke said.
Burger King (Thailand) has boasted an average 20% growth in sale during 20 years of operation. The restaurant company said it has maintained the worldwide standard in services and quality products.
Burger King (Thailand)’s General Manager John Scott Heineke said the competition will be fierce as the market grow up steadily this year. The company would focus on strategies to stimulate sales without any plan to cut prices.
Burger King also plans to open 4-5 more restaurants nationwide with 1 or 2 in the South. The premium hamburger chain has come up with a plan to renovate the look of its existing 16 outlets; each will cost THB2-4 million, said Mr. Heineke.
The company plans to launch several new products next year to keep up with changing lifestyle of the consumers. One new dish in the burger and snack will be introduced every two months, according to Mr. Heineke.
“This year, we are quiet due to not many marketing activities. Our marketing budget is 7-8% of sales a year,” he said.
The burger market is steady this year with a value of THB2.1 billion and with McDonald’s the market leader, whereas Burger King commands a 15% market share. It expects to raise the stake to 17% in 2005, Mr. Heineke said.
Burger King (Thailand) has boasted an average 20% growth in sale during 20 years of operation. The restaurant company said it has maintained the worldwide standard in services and quality products.