Fast food/Burger King

Editorial staff

Burger (Thailand), the operator of Burger King restaurant chain, continues to keep more importance to its localised marketing strategy to boost its sales.

The launch of “Mookrata Burger” is the latest move to help increase its sales portion of Thai series menus and reach more Thais customers.

Charoenchai Bumroongwongtong, marketing director and Chanin Nakarattanakorn senior digital marketing manager of Burger (Thailand) Co., said that Burger King in Thailand continuously implements Thai series strategy with ‘Thai Palates Deserve Authentic Thai Flavours’, showcases “Mookrata Burger” to target young and working-age consumers.

“Mookrata Burger" is a new burger menu developed from insights into the preferences of Thai consumers, particularly those who enjoy grilled dishes.

(From left) Charoenchai Bumroongwongtong and Chanin Nakarattanakorn

The highlight of this new menu item is the large piece of grilled pork, cooked on a fire grill, which is a signature feature of Burger King or can be optionally replaced with beef. It comes with a special sauce recipe that provides the sensation of enjoying ‘Mookrata’ directly from the grill in a fusion-style atmosphere.

Burger King has expanded its local menus several years ago with ‘Hat Yai Chicken King’ as a very popular menu item.

Mr Charoenchai said that with the launch of “Mookrata Burger”, sales portion of Thai dishes is expected to increase by two times at the end of this year.

“Burger King in Thailand is one of priority market in this region. Looking at number of branch and sales , its still has room to grow. Extending local menus , Burger King will easily reach Thai customers in particular second tier cities,” he said.

Currently, Burger King provides three categories of Thai series including the congee menu, Hat Yai Chicken King, or sweet treats like Kanom Krok Pie.

In addition to introducing new Burger menu items, there has been an extension of the popular menu, especially Hat Yai Chicken King with Super-Extra Crispy Shallots, coming up with higher portion size of fried shallot at a price of 149 baht.

“Launching the Thai menus to the market previously, consumer base always increased by 10% while 20% increasing in ordering volume. By the latest local menus, it will be another campaign to help further expand the consumer base even more,”he said.

At present, 40% of Burger King ‘s customers are foreigners and the remaining 60% are Thais. With the launch of new local menus, it will increase Thai customer base by 25%.

Thailand’s burger market in 2024 is expected to grow by 8.5% to 9.5 billion baht this year. The company expects to grow its sales with double digits this year.

Currently, it has 123 Burger King stores in Thailand. Of the total, 60% are in Bangkok and perimeter, 20% in tourist destination and the remaining 20% in up-country.