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Order your KFC fried chicken online

Yum Restaurants International (Thailand), operator of KFC restaurants, will be launching its first online ordering service today.

KFC marketing director, Waewkanee Assoratgoon, said orders could be made at www.KFC.co.th for delivery within Bangkok and outskirts. Delivery is free for orders at a minimum of Bt120.

"With the Bt10 million we spent on the ordering system and webpage design, we hope to associate our KFC brand with young consumers, whose lifestyle includes surfing the Net," Waewkanee said. She said orders could also be tracked on the website.

Waewkanee said that the company was hoping to cash in on the popularity of social networking among Thai youths and higher number of online shoppers.

"We expect to get about 30,000 orders through our online service in the first three months. We are targeting office workers who can use the service during the week," she said, adding that the current home-delivery service was aimed at families, who usually ordered food during weekends.

Waewkanee said a study in the first quarter this year showed that about 37 per cent of KFC customers were families with kids, while older adults represented about 31 per cent. Young workers, aged between 20 and 29, accounted for 15 per cent, and students aged between 15 and 24 covered 17 per cent.

"By associating our KFC brand with young customers through online activities, we are able to build the brand in the longer term. We want to build a good relationship with this younger group and keep up with their changing environment and lifestyle," Waewkanee said.

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