McDonald’s plans to invest 700 million baht in 2025 to expand its presence in Thailand by opening new outlets and renovating existing ones.
Kittiwan Anuwatesakul, CEO of McThai Co Ltd, announced that the company aims to open 20 new restaurants this year, which will account for 70-80% of the 700 million baht budget. Additionally, McThai plans to renovate 25 existing branches.
As of the end of 2024, McThai operates 240 outlets across Thailand. However, the company has not disclosed the locations of the new stores.
The new and renovated stores will feature three design concepts: Geometry, which offers a modern and vibrant atmosphere;
Essential Ingredients 2.0, which incorporates pop art elements; and Cube, which expresses the brand through graphic artwork.
In 2024, McDonald’s completed the installation of self-ordering kiosks (SOKs) in all its locations nationwide. This year, the company plans to add more kiosks to high-potential branches.
Last year, McDonald’s Thailand reached a milestone with sales of 7.9 billion baht, marking the highest revenue since the company’s establishment in Thailand 40 years ago. This represents a 10% year-on-year growth. Burgers make up 55% of the revenue, while fried chicken contributes 20%.
The company is also continuing its partnership with “Daou and Offroad,” a popular Thai boyband, to engage Generation Z customers and their fanbase.
The quick-service restaurant (QSR) market in Thailand is expected to reach 47 billion baht by 2025. McThai has reported growth in early 2025, driven by the tourism sector and the government’s “Easy E-receipt” tax rebate program.
Despite economic challenges, McThai is closely monitoring the market conditions. The company anticipates modest growth in Thailand’s QSR sector this year and is aiming for a 10% revenue increase in 2025.
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