KFC invests 500 million baht for digital transition in Thailand

KFC, overseen by Central Restaurants Group (CRG), unveiled plans to invest 500 million baht in the transition to digital stores in the coming year. Piyapong Chitchumnong, who oversees quick-service restaurants & Western cuisine, as well as the KFC brand, revealed that the budget is allocated for the inauguration of 15-20 new KFC digital outlets, and the transformation of a similar number of pre-existing branches to match the digital concept.

Within the next 3-5 years, digital stores will form the nucleus of our business strategy. Since the launch of KFC digital stores the previous year, we’ve seen a promising 75% of customers adapting to our digital services, while a quarter still prefer traditional methods, he stated.

The KFC concept has been remodelled to resonate with the evolving lifestyles of our customers, offering an upgraded experience with contemporary design aspects, while retaining the inherent fun and energetic atmosphere associated with KFC.

The company is on track to inaugurate 15-20 new KFC branches this year, pushing the total number of outlets managed by CRG to 335, Chitchumnong stated.

“The company has recently invested 17 million baht to renovate an outlet located at Central World Mall reach into a “KFC Digital Lifestyle Hub.”

This transformation aims to provide a more engaging dining experience, featuring modern design elements in a contemporary setting.

The revamped branch showcases a bucket kiosk service, an automated ordering and payment system tailored to the preferences of the younger generation. The branch also features a unique photo spot within the store known as Bucket Crew Space, which narrates the KFC story through the artistic lens of Thai graffiti artist JECKS BKK.

Another innovative feature is the KFC Café by Arigato Coffee Bar, designed to appeal to the tech-savvy generation.

Fast food chains are experiencing fierce competition this year. The market is saturated with both seasoned and emerging players consistently adapting their strategies. Nevertheless, we anticipate growth in the food business, as the chicken category remains robust, while burger and pizza segments experience a slowdown, he added.

CRG projects a 12% growth in sales for KFC, with expectations to surpass 8 billion baht in 2024, and potentially reach 10 billion by 2026, reported Bangkok Post.