Bonchon, part of Minor Food, has been successful with substantial sales growth for four consecutive years. In 2023, we strive to compete in the $20 billion fried chicken market to be the number one Korean fried chicken restaurant brand in Thailand with five core strategies:

1. Serving the unique taste of Korean fried chicken
2. Exciting customers with new menus and alternative portion (XS Size), with new promotions throughout the year
3. Covering consumers’ lifestyles through a variety of brand platforms, including restaurant, takeaway, and delivery
4. Attracting a younger generation of consumers by brand ambassador
5. Extending branches to cover Thailand’s nationwide

Thunyachate Ekvetchavit, COO of Minor Food, said: " Bonchon, under the management of Minor Food, has been growing for the past four years. It has strengthened Minor Food’s portfolio, especially for delivery platforms. In 2023, Minor Food will enhance delivery service by providing convenience, speed, and food quality while still impressing customers with an exceptional dining experience, including takeaway, to ensure its continued growth and adding new capabilities in response to changing consumer behavior." 

Tanakritt Kittipanachol, GM of Bonchon, said: “In addition to winning consumers’ hearts by introducing Bright Vachirawit Chivaaree, one of Thailand’s most famous artists, as the first brand ambassador of Bonchon. Using a brand ambassador strategy, it will close gaps, increase brand awareness, and broaden its market among Thai and foreign youth. His look is exceptional and friendly, which aligns with Bonchon's brand character, and this will have a positive impact on the brand's image and sales in Thailand. According to store development and growth, we target building 10 outlets in 2023 to reinforce our position as the number one Korean fried chicken chain with the most outlets in Thailand.”