Franchises are trying hard to win customers\u0027 hearts in hope of achieving social media virality
Another Bangkok resident tweeted that she had one big bite before feeling the need to stop. She didn’t throw it away: In a follow-up post, she posted a photo of a bowl of ramen doused in kimchi soup and topped with melting cheese on top of the noodles.
The cheesy burger is a latest example of how global fast food franchises are trying hard to win customers’ hearts with unconventional or shocking menu options in the hope of achieving social media virality. Burger King Thailand could not be immediately reached and Minor International, its local operator, didn’t respond to a request for comment.
The localization paid off. In a presentation in 2020, Burger King Thailand’s chief executive Prapat Siangjan said that Thai consumers are heavily influenced by their viral promotion campaigns and local menu options. Adding a new rice menu, he said, gave them a 12 percent boost in daily sales the previous year.Article content
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