McThai Co Ltd, the operator of McDonald's Thailand, has announced a long-term strategy for the Thai quick-service restaurant (QSR) market after securing an exclusive 20-year developmental licence.
Vicha Poolvaraluk, chairman of McThai, said the long-term agreement underscores confidence in the potential of the Thai market and the company's operational excellence, which adheres to international standards.
McThai remains focused on driving business growth while delivering "feel-good moments" through high-quality food, modern service, digital innovation and value that fits consumers' lifestyles, he noted.
Under its long-term strategy, the company plans to grow the brand through three key initiatives.
First, the company aims to double its restaurant network from 245 locations nationwide by 2033, expanding into high-potential areas to improve customer access and strengthen its position in Thailand's QSR market.
Second, the expansion is expected to create more than 6,000 new jobs and career opportunities for Thais, while helping raise service-sector skills to international standards.
Third, McThai plans to deepen partnerships with local suppliers to support the domestic economy and pursue sustainable growth.
Beyond physical expansion, McDonald's Thailand also plans to enhance the customer journey through service innovation and stronger integration across offline and digital channels.
The company continues to introduce menu items that balance quality and affordability, while tailoring offerings to suit the diverse lifestyles of Thai consumers.
"We believe securing this long-term franchise renewal is not just a business expansion opportunity, but also a responsibility to drive sustainable growth in Thailand. We are ready to move forward, building strong growth and delivering the best possible experience to consumers as we grow with the economy and communities," Mr Vicha said.
