They will include traditional outlets, kiosks and counters that sell desserts only and dessert-only outlets in front of grocery stores.

The company has also set aside funds for renovating its existing branches, which it will do over a number of years and following different concepts, such as "music station" branches at Central Lat Phrao and Siam Paragon and an "active game" branch on Central Ram-Indra.

"We will create different branches to meet the different demands of our customers," he said.

He declined to put a figure on the cost of new outlets because it depends on the size, location and style of the new stores.

McDonald's currently has about 100 outlets in Bangkok and 15 more around the country.

Chiasson said Thailand has more competition than most other countries because there are diners, restaurants and sidewalk eateries wherever you go.

That said, the country also has high potential because Thais normally dine away from home an average of 40 times a month. As a result, McDonald's foresees strong growth in Thailand.

McDonald's Thailand recorded sales growth of 5 per cent last year, compared with 2004, and expects sales growth of 10 per cent this year.

"We believe our growth will achieve its target because our sales grew by 11 per cent in the first quarter of the year," he said.

To boost its sales, McDonald's will launch a new menu to better meet the demands of local customers.

It yesterday introduced its latest product, the grilled chicken foldover. It will be available at all McDonald's restaurants until June 1 at a price of Bt59.

The main concepts behind the company's new menu are food safety and faster service, he said. McDonald's is concerned about health issues and will offer nutritional information in all of its branches.

"We believe our products are not junk food," he said. "It is quality food and healthy food."

Somluck Srimalee

The Nation