Burger King Thailand has introduced Hatyai Chicken King featuring the Thai Southern-style fried chicken as the new permanent menu item. The company is using Hatyai fried chicken to target local consumers where it is already popular.
By launching a new chicken item, this will enable Burger King to tap into the THB 25 billion fried chicken market in Thailand, which is worth 2-3 times bigger than the burger market, said Burger King (Thailand) Co general manager Tanawat Damnernthong.
Over the next 5 months, Burger King will focus on opening more restaurants in upcountry locations, including Phuket and Pattaya, in order to attract consumers who may not have been previously interested in burgers. However, there are no plans to open new outlets in Bangkok in 2024.
Currently, Burger King’s core customers are aged between 30 and 39 with a high level of income (A level). With the introduction of the Hatyai Chicken King, the company aims to broaden its consumer base to include those with a B level of income.
