McDonald's Thailand Outpaces Market Volatility, Surging Toward Sustainable Success Accelerating Brand Connection, Digital Innovation, and Value Creation for Thais

Ms. Kittiwan Anuwatesakul, Chief Executive Officer of McThai Co., Ltd., revealed, "Despite a challenging QSR environment, McDonald's Thailand has maintained steady growth in line with our targets. Our agility allows us to seamlessly bridge our global heritage with local preferences, ensuring we remain highly relevant to Thai consumers. Moving forward, we remain dedicated to curating experiences that resonate with the evolving lifestyles of our customers across Thailand"

In 2026, McDonald's Thailand is shifting into high gear with the launch of its 'Racing the Future'—a strategic blueprint designed to accelerate business growth and sustain the company's upward momentum.

Leveraging Global Partnerships to Foster Brand Connection to Local Consumers

As the sole global QSR brand holding the prestigious title of Official Restaurant Sponsor for the FIFA World Cup 2026(TM), McDonald's Thailand is set to deliver unparalleled excitement throughout the tournament season. Beyond this, McDonald's Thailand remains deeply committed to being a part of every meaningful milestone in the lives of Thai consumers. This is reflected in the brand's presence at major national festivals, including the National Children's Day celebrations, where the brand has gifted free ice cream cones to Thai youth for 16 consecutive years. Through these strategic initiatives, McDonald's Thailand continues to foster deep-rooted trust, emotional resonance, and long-term engagement within the Thai community.

Accelerating Digital Innovation Across All Touchpoints

Building on the momentum of the McDonald's App—which now boasts over 6 million downloads in Thailand—McDonald's Thailand is set to elevate the digital journey for Thai consumers. This year, McDonald's Thailand will be launching a comprehensive Loyalty Program, specifically designed to complement the modern digital lifestyle. This initiative ensures an exclusive, seamless, and personalized experience, allowing customers to unlock meaningful rewards.

Delivering Greater Value in Every Dimension

McDonald's Thailand is committed to delivering greater value, rooted in a profound understanding of Thai consumer insights and driven by three powerful strategic pillars: Value for Money, Value for Economy, and Value for Community.

Value for Money - McDonald's Thailand continues to empower consumers to manage their budgets effectively through its robust 'Value Platform.' By featuring local favorites like McFried Chicken and Rice with Fried Chicken Spicy Kaprao Sauce—the brand ensures that high-quality, satisfying meals remain accessible to everyone, at any time of day.

Value for Economy - In parallel, McDonald's Thailand is driving for local economic prosperity. The brand has announced a progressive expansion plan for 2026, targeting to open new stores in high-potential locations nationwide. This expansion is designed to not only enhance consumer convenience but also to stimulate local economies by creating significant employment opportunities.

Value for Community - McDonald's Thailand reinforces its commitment to feeding and fostering community. Beyond driving business performance, McDonald's prioritizes social engagement through several community connection initiatives. Key programs include 'McHappy Smile'—a CSR initiative in collaboration with the Office of the Basic Education Commission (OBEC)—which has brought smiles and support to over 1,000 children nationwide. Additionally, the brand serves as a community partner during times of crisis, distributing over 10,000 meals for disaster relief efforts. Most notably, McDonald's Thailand has served as a 'Forever Partner' to Ronald McDonald House Charities (RMHC Thailand) to serve families with sick children for over 25 years.

"While the QSR landscape remains dynamic and challenging, McDonald's Thailand is navigating this environment with a clear strategy. Our strategic roadmap and global brand leadership have propelled us toward sustainable growth and upward momentum. We are turning today's challenges into tomorrow's opportunities, elevating our service to win the hearts of Thai consumers. Our goal is to provide value in every dimension and fostering long-term prosperity within the communities we serve." Ms. Kittiwan concluded.

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