Burger King introduces “Chicken King” to the fried chicken market for the first time. Their fried chicken is sprinkled with fried shallots and glazed with two special sauces of your choice: original or spicy. Currently, the fried chicken market in Thailand is the largest segment of the quick-service restaurant (QSR) business with a total market value of 18.7 billion baht with an average growth of 7-9% every year. “Chicken King” will be available from March 16th 2021 onwards at all Burger King branches nationwide. A special promotion for the launch period means customers can purchase one fried chicken portion and one coke for only 79 baht! – down from the original price of 124 baht from March 16th – May 31st only.
Mr. Tanawat Damnernthong, General Manager of Burger (Thailand) Co., Ltd., said that Burger King launched “Chicken King”, a large piece of bone-in fried chicken sprinkled with fried shallots cooked with its special recipe that is crispy on the outside and soft and juicy on the inside. This choice is unique in that it is sprinkled with fried shallots which conveys the unique taste of Thai-style fried chicken. “Chicken King” comes with two special sauces: original-glazed fried chicken with fried shallots or spicy-glazed fried chicken with fried shallots. The chicken is cooked with a special recipe producing the perfect, mellow taste and rich aroma from spices. Every Burger King fried chicken is delicious and 100% natural without MSG in the cooking process to ensure quality, cleanliness and food safety for customers. “Chicken King” will be available for the first time from March 16th 2021 onwards at all Burger King branches nationwide. With a special promotion during the launch period, customers may buy one fried chicken and one coke for only 79 baht down from the original price of 124 baht from March 16th – May 31st only.
Currently, the fried chicken market in Thailand is the largest segment of the quick-service restaurant (QSR) business with a total market value of 18.7 billion baht, accounting for 71%, and an average of 7-9% growth every year. This is in line with the changing consumption behavior of Thais who increasingly prefer to eat healthier fast food. Burger King now has more than 40 menu choices and 117 branches will include “Chicken King” exposing the market to people with an average age of 15-50 years who enjoy fried chicken, and hopes to expand its original customer base which consists mostly of working people to all sectors of the population.
It is expected that “Chicken King” will assist growth and increase sales growth of more than 10%, Mr. Tanawat concluded.
Find out more about Burger King at www.burgerking.co.th. or visit BurgerKingThailand Facebook page.