KFC Thailand draws consumer insights with mobile

Anna Hamill

KFC Thailand has used mobile consumer surveys to better understand their consumer market amid changes in category behaviours, using the data to fuel advertising investment, product testing and in-store testing.

In Thailand, there's little doubt that fried chicken is big business, according to Anhul Chauhan, CMO of Yum! Brands Thailand.

"(KFC Thailand) just crossed US$500 million in sales. This year we opened one new store a week, and we're doing about 150 million transactions. We are also one of the top 10 e-commerce sites in Thailand. Imagine a fast-food brand in the top 10 e-commerce sites," he said at the IIeX Asia-Pacific market research conference in Bangkok.

Though KFC is traditionally known as an international QSR giant, Chauman revealed that in Thailand the brand has positioned itself away from the...

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