The expansion is part of a five-year plan to open at least 250 new shops in the country. "Thailand's fast-food industry grew more than 10% in the first half of this year, while Mister Donut experienced 22% growth in the same period. The expansion will help us get a cutting edge over our main competitor, Dunkin' Donuts", says Ajit Raghav, president-CEO of Thai Franchising Co., the local operator of Mister Donut.
Of the existing franchisees in Thailand, 110 are in Bangkok and 55 in the provinces, says Mr. Raghav. About $730,000 is earmarked this year for marketing.
Thailand is Mister Donut's second-largest market in the region after Japan, where Mister Donut claims a 100% share after Dunkin' Donuts bowed out three years ago.
Copyright August 2000, Crain Communications Inc.