McDonald's Thailand Celebrates 40th Anniversary with Record-Breaking Revenue of 7.9 Billion Baht Accelerating at Full Speed to Continue Growth in 2025

McThai Co., Ltd., the leader in the Quick Service Restaurant (QSR) business operating McDonald's in Thailand, announces strong performance with continuous growth for the third consecutive year. In 2024, the company achieved its highest revenue in 39 years at 7.9 billion baht. The company is accelerating its expansion in the fried chicken market and aims to set a record with 10% revenue growth in 2025. Throughout 2025, McDonald's will celebrate its 40th anniversary in Thailand with the launch of the "40th Fanniversary" campaign, filled with surprises to thank customers for making McDonald's a part of their everyday moments.

• In 2024, McDonald's Thailand broke its revenue growth record, achieving an all-time high of 7,957 million baht, with an 11% profit increase.
• Moving forward, the company aims to maintain its leading position as the number one QSR leader and also actively expanding into the fried chicken market, targeting growth of more than 15%.
• With a commitment to sustainable business, the company announces its goal of achieving 100% sustainable packaging by 2025.

Ms. Kittiwan Anuwatesakul, Chief Executive Officer of McThai Co., Ltd., revealed, "McDonald's Thailand overall performance has shown continuous growth over the past three years. In 2024, we broke our revenue growth record with an all-time high of 7,957 million baht in sales, a 10% increase from last year. Net profit in 2024 also increased by 11% from last year, reflecting the brand's strength and strong growth as the number one leader in the Thai burger market. This growth is also driven by our proactive strategy in the fried chicken market, which exceeded our target by over 33%."

McDonald's Thailand's focuses on three main strategies, covering business, customers, and community.

PRIORITIES TO DRIVE FOR GROWTH

• Reinforcing the Flagship Value Platform by Emphasizing Deliciousness and Value-For-Money

In an era where customers are increasingly interested in "value for money", a strong Value Platform makes it easier for customers to access us daily. This includes the 'EVM' (Everyday Value Meals, only 99 baht/set, featuring both Burger and McFried Chicken, as well as the 'McSavers 1+1', priced at only 55 baht/set, allowing customers to pair snacks and desserts. Additionally, the McDonald's coupon application offers a variety of cost-effective food set coupons suitable for all customer groups, with savings of up to 50%, resulting in an excellent response. Currently, the McDonald's coupon application has over 4.7 million downloaders.

• Accelerating to Build Brand Love and Disrupt the Fried Chicken Market

'McFried Chicken' is a key growth driver for McDonald's, achieving 33% growth last year through a proactive communication campaign. The campaign featured 'DAOU x OFFROAD', genuine McFried Chicken lovers, and effectively leveraged their fandom. In 2025, McDonald's will build on this success with the concept 'Crispy, Juicy, Tasty, and Big in Every Piece,' and also bringing back 'DAOU x OFFROAD', who represent Gen Z-a generation that is value-seeking and craves new experiences. Building upon recent successes, McDonald's Thailand plans to leverage festival-driven marketing campaigns to engage Gen Z. This strategic initiative aims to significantly expand the company's target audience and drive a growth of over 15% in 2025.

• Securing Our Leadership Position as Thailand's No. 1 Burger Market Leader

McDonald's stands out in the QSR market with its burger menu, consistently winning over customers for 40 years with the best products, great taste, and value for money. This includes legendary menus like the 'Double Cheeseburger', 'Big Mac', and 'Quarter Pounder with Cheese'. The company also continuously develops new menus for customers to enjoy, including the 'Prosperity Burger, an oblong-shaped burger, and the 'Samurai Deluxe Burger', an enhanced version of the all-time favorite 'Samurai Burger'. This year, McDonald's will continue to create new menus and exciting campaigns to energize the burger market and drive strong sales growth.

WIN WITH CUSTOMER EXPERIENCE

• Creating Employee Experience to Deliver Excellent Customer Service

One of the core elements of good customer service is 'employees', who are essential intermediaries in creating positive feelings for customers towards the brand. Therefore, McDonald's prioritizes creating happiness for employees in every dimension and strengthening the bond between employees and the organization for long-term sustainable success. This approach serves as a pathway to delivering positive brand experiences or "happy moments" to customers, ultimately creating maximum satisfaction and lasting impressions for our customers.

• Go Beyond with Service Technology

McDonald's is a leader in providing cutting-edge service experiences through technology to enhance customer convenience. This includes Table Service and Guest Experience Leaders, and assistants who serve customers within the store. Last year, Self-Ordering Kiosks were installed in all existing stores and the company aims to implement the Self-Ordering Kiosks in every new store opening this year to deliver a truly seamless customer service experience.

• Expanding Stores Across Thailand with 3 Main Concepts

Currently, McDonald's operates over 240 locations in Thailand. This year marks a golden opportunity for McDonald's Thailand to accelerate the opening of new stores in prime locations to drive growth in line with the company's goal and increase customer accessibility. The company has unveiled plans to open more than 20 new branches and renovate 25 existing branches under three main concepts: 'Geometry' - modern, contemporary, and vibrant; 'Essential Ingredients 2.0' - conveying the brand through pop art; and the 'CUBE' concept - expressing the brand through graphic artwork.

CREATE POSITIVE IMPACT TO COMMUNITY & ENVIRONMENT

• 'McHappy Smile' Campaign to Bring Smiles and Happiness for Children and Youth

McDonald's focuses on bringing smiles and creating happy moments for children and families, which are fundamental to society. The ongoing "McHappy Smile" campaign has successfully delivered joy to Thai children and youth through engaging activities featuring Ronald McDonald and friends, alongside the distribution of over 2,200 meals. The campaign has also received support from over 100 volunteer employees from the head office and restaurant staff. This year, the company will continue to carry on this campaign to deliver smiles and happiness to children and youth in various provinces across Thailand.

• The Ronald McDonald House Charities Thailand

McDonald's continues to support the Ronald McDonald House Charities Thailand, which has committed to providing and supporting sick children and their families for over 24 years. The foundation has 3 core projects under its care, including: 1. Ronald McDonald House," which has helped more than 34,000 families of sick children by providing accommodation for families traveling from afar while their children receive treatment at four hospitals in Bangkok: Queen Sirikit National Institute of Child Health, Nopparat Rajathanee Hospital, King Chulalongkorn Memorial Hospital, and Siriraj Hospital. 2. Ronald McDonald Care Mobile, partnered with 'Good Health project' under the patronage of Her Royal Highness Princess Maha Chakri, provides dental care services to children in remote areas. To date, it has provided dental check-ups and treatment to over 56,000 children. 3. Ronald McDonald PlaPlayroom 40 locations, provide spaces for children to relax or engage in activities with their families while being hospitalized or waiting for medical appointments at public hospitals.

• Aims for 100% of Sustainable Packaging by 2025

This is another significant step towards achieving McDonald's goal of driving sustainable business operations and reducing environmental impact through biodegradable and environmentally friendly packaging and reducing plastic consumption. McDonald's has begun transitioning to environmentally friendly packaging using paper materials certified by the Forest Stewardship Council(TM) (FSC), including burger wrapping paper, paper bags for food items, and paper sauce cups. In the second quarter of this year, the company will introduce paper boxes for rice menus, dipping sauces, and fried chicken boxes with lids, with the aim of achieving 100% sustainable packaging by 2025.

Let's Celebrate McDonald's 40th Anniversary in Thailand with the '40th Fanniversary' Campaign

McDonald's Thailand invites everyone to celebrate 40 years of cherished memories with the "40th Fanniversary" campaign. The campaign will feature a series of surprise activities throughout 2025 as a gesture of gratitude to customers for their ongoing support. Details regarding the 40th anniversary celebrations and updated activities can be found at Facebook.com/McThai.

"Throughout 40 years of business operations in Thailand, we believe that McDonald's has been more than just a restaurant, but a place where generations connect and create happy moments together. With the implementation of our key strategies, we are confident that McDonald's Thailand will exceed its growth target of over 10% by 2025. We will also continue to develop excellent menus and services for our customers to reinforce our position as the leader in the Quick Service Restaurant (QSR) business in Thailand," Ms. Kittiwan added.

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