McDonald’s Expands in Thailand: 20 New Restaurants Planned for 2025
Bangkok—McDonald’s is significantly expanding its investment in Thailand, planning to open 20 new restaurants nationwide in 2025. This ambitious expansion, announced by McThai Co. Ltd. CEO Kittiwan Anuwatesakul, reflects the fast-food giant’s confidence in the Thai market, despite forecasts of modest overall sector growth. The company is allocating 700 million baht (approximately US$20 million, based on current exchange rates) for this expansion and the renovation of 25 existing locations. New restaurants will account for 70% to 80% of this investment.
This growth follows a record-breaking year for McDonald’s in Thailand. In 2024, the company celebrated its 40th anniversary in the country with record sales of 7.9 billion baht—a robust 10% increase year-over-year. This success is driven by the enduring popularity of core menu items, with burgers accounting for 55% of revenue and fried chicken contributing 20%.
The new restaurants will feature innovative designs, including “Geometry,” “Essential Ingredients 2.0,” and “Cube,” to enhance the customer experience. These designs incorporate vibrant colors, pop art influences, and graphic artwork, creating distinct atmospheres within each location. This design-focused approach aims to resonate with evolving customer preferences.
Following the successful nationwide rollout of self-ordering kiosks (SOKs) in 2024, McDonald’s plans to install additional kiosks in high-potential locations during 2025, further streamlining ordering and enhancing customer convenience. This strategic technology implementation underscores a forward-looking approach to optimizing operations and meeting evolving consumer expectations.
While Ms. Anuwatesakul anticipates single-digit growth for the Thai quick-service restaurant (QSR) sector as a whole, she projects a 10% revenue increase for McThai in 2025. This optimistic outlook is supported by strong early-year performance, fueled by a rebounding tourism sector and the Thai government’s “Easy E-receipt” tax rebate program.
Recognizing the importance of engaging younger audiences, McDonald’s will continue its partnership with the popular Thai boy band “Daou and Offroad,” strengthening its connection with Generation Z and their fanbase. This marketing strategy leverages the influence of figures who resonate with key demographics.
Despite its optimism, McThai remains aware of potential economic challenges and plans to closely monitor economic conditions. While the specific locations of the 20 new restaurants are currently undisclosed, their arrival is sure to generate excitement among Thai consumers. This expansion demonstrates McDonald’s continued commitment to the Thai market and its confidence in navigating the current economic climate. The coming year promises significant growth for McDonald’s and Thailand’s dynamic QSR sector.
