Burger King to double outlets

General manager Nakarintr Thamhatai said the company saw greater potential for Burger King restaurants based on the country's economic value and the company's ability to mobilise the local population.

The company currently operates 21 restaurants locally.

"We plan to open four or five new Burger King outlets overall this year. Two of these outlets were opened in the first quarter at MBK Shopping Centre and Central Festival Beach Pattaya, with a combined investment of about Bt20 million. The additional two or three branches will be added during the current quarter," said Nakarintr.

He said the company so far had not seen any significant impact on its sales from the economic downturn.

"Burger King targets A- and B-class customers, both local people as well as expatriates, who gained experience of and strong loyalty to the brand when they studied or worked abroad. These groups of people are impacted less by the economic downturn," he added.

He said sales had grown by 22 per cent year on year in the first quarter, slightly lower than the projection of 25 per cent. Growth was partly driven by the two new restaurants opened in the period.

"We have also seen a significant improvement in the average transaction value at our outlets, rising from the previous Bt186 per head to about Bt191," said Nakarintr.

Burger King yesterday launched its new one-price menus - Whopper Junior, Cheeseburger, Black Pepper and Chicken Tenders at Bt99 each - to attract new customers concerned about value for money.

Nakarintr estimated the overall burger-restaurant market in Thailand to be worth between Bt4 billion and Bt4.5 billion last year. Burger King controls about 22 per cent of the sector, he said.

Burger (Thailand) expects to achieve Bt1.25 billion in sales this year, up from Bt1 billion last year.