Case B: Pizza By The Feet

Background Information

Rapid development of economy and the uprise of middle income class has resulted in dramatic growth of the Western fast food industry in Thailand. When walking along the streets of Bangkok, one will see many familiar brands such as McDonald's, Pizza Hut, Burger King, Domino Pizza, Shakey's Pizza, Dunkin Donuts, Kentucky Fried Chicken, and many others. All these fast food restaurants are normally located in prime area on the ground floor of shopping centers, with access from street, and are crowded with people, lining up for their fashionable favorites.

Among all fast foods, hamburger, fried chicken, donuts, and pizza are major segments. Total fast food market size in Thailand was found to be:

Brand Market Share (%) Kentucky Fried Chicken 17.00 McDonald's 17.00 Pizza Hut 12.50 Dunkin' Donuts 8.00 Chester Grill Chicken 5.00 Mr. Donuts 4.00 Pizza By The Feet 4.00 Burger King 3.00 Narai Pizzeria 3.00 Others 26.50Year Market Size (Mil. Baht) Growth (%) 1991 2,700.00 1992 3.700.00 37.04 1993 4.500.00 21.62 1994 5.400.00 20.00