Fast food / McDonald's

Editorial staff

McDonald's makes history in 2023 by breaking records with 7.2 billion baht revenue and 315 million net profit and 2024 is expected as a positive year with a 15% rise in revenue.

Kittiwan Anuwatesakul, chief executive officer of McThai Co, the operator of McDonald's in Thailand, said that the company achieved record-breaking operating results in 2023 since its establishment in 1985 with over 7.2 billion baht in revenue, the highest in its history since 38 years of establishment in Thailand. Its net profit also reached a new high at 315 million baht, a 168% increase from the previous year of 120 million baht.

Kittiwan Anuwatesakul, chief executive officer of McThai Co

Revenue of McDonald’s 63% came from in-store , 27% from delivery and the remaining 10% from Drive Thru channel.

Ms Kittiwan said that the exponential success of McDonald’s can be attributed by putting important to people, launching value for money menus, increasing new experience via service with modern technology as well as continuously opening new stores.

“We focus on brand building since last year and will continue this year to build brand love and brand trust to make McDonald’s first recognize among customers,” Ms Kittiwan said.

In 2024, McDonald’s is moving forward by allocating 600 million baht to open more than 20 new branches and renovating 25 existing branches with designs tailored to the needs of every customer group, focusing on creating a relaxing and enjoyable atmosphere.

After being successful in introducing the ‘Geometry’ concept, at The Mall Life Store Bang Kapi and Bang Khae, featuring modern décor, and unique patterns in bright colors in 2023, the company will launch two new design concepts to the market this year.

The ‘CUBE’ concept, inspired by the joy of unboxing  a Happy Meal and transforming childhood memories into a tangible space, will be opened at Klong Sam Wa location in the second quarter of this year. Another concept store is the ‘Essential Ingredients 2.0’ concept, which incorporates dynamic shapes and various colors to reflect McDonald’s identity.

These designs will be conveyed in the form of fun pop art. Both of new concept stores will continues to prioritize sustainability with ESG principles, emphasizing green and sustainable practices to align with the rapidly changing lifestyles and behaviors of customers.

Prototype branches will feature carefully decorated interiors and exteriors using recycled materials, creating a lush atmosphere with added green spaces. Solar panels on the roof (solar rooftop) will harness solar energy to its full potential, while electric vehicle charging service points (EV charging) will be installed to accommodate electric cars, expected to be fully operational by the second quarter of 2024.

For burgers with a revenue proportion of up to 53% of its portfolio, the company will continuously launch new exciting menus and campaigns to win the hearts of both Thai and foreign customers along with McFried Chicken.

 “No matter how much times change, ‘delicious’ and ‘value for money’ remain at the heart of the food business. McDonald’s continues to serve quality food at a worthwhile price, offering a variety of menus for customers to choose from for lunch, afternoon, or dinner,” she said.

Thailand ‘s quick service restaurant was valued at 45 billion baht in 2023 . Of the total, 31.02 billion baht belongs to fried chicken market, 9.8 billion for burger market and the remaining for pizza market.

As a chicken consumption country, McDonald’s plans to capitalize on the growth of chicken market by further promoting its McFried Chicken in Thailand.

In 2024, it has introduced ‘DAOU x OFFROAD’ as the representative of Gen Z as McDonald’s aims to increase access to this demographic. Various campaigns and promotions for McFried Chicken will continue throughout the year, especially during important festivals celebrated among friends, couples, and families in Thailand.

Also, McDonald’s will continuously employ a marketing strategy emphasizing leadership of its burger by focusing on the concept of ‘Hotter, Juicier, Tastier.

In addition, McDonald’s aims to create an excellent dining experience for its customers by incorporating modern technology, like Self-Ordering Kiosks (SOK), that support cashless payments for more convenient and quicker service.

Additionally, services like table service and guest experience leaders (GEL) are in place to ensure customers are well taken care of McDonald’s also plans to provide 100% modern service to co ver 320 branches by the end of the year.

With all strategies, the company aims its revenue to grow by 15% this year