KFC Spreads Its Wings in Thailand

August 2003
Asia Monitor: South East Asia Monitor Volume 1;Aug2003, Vol. 14 Issue 8, p5
Country Report
Country Report
U.S. fast food company Kentucky Fried Chicken Corp. (KFC) has announced plans to invest US $14mn in expanding its Thai network of restaurants, as of August 1, 2003. The company plans to open 15 to 20 new outlets, as it aims for a 10-15 percent increase in sales. In addition to its expansion, KFC has also recently invested US$720,400 on promoting its new Yum Dance menu. KFC expects to generate sales of US $1.7mn from the new menu, which is aimed chiefly at women in the 15-39-age bracket. According to a recent survey of the fast food sector in Bangkok, Thailand, KFC leads the market with a 43 percent share, dominating 70 percent of the burger and chicken segment.


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