Texas Chicken Exiting Thailand

Written By Joel Silverstein
Texas Chicken Exiting Thailand

This is another unfortunate example of what can happen when second-tier brands enter international markets where their menus face lower usage frequency and an established first-tier competitor is already deeply entrenched in the market.

Other examples:

  • Burger King and Wendy's vs McDonald's

  • Popeyes vs KFC

  • Costa and CBTL vs Starbucks

New brand entrants can succeed if they find a different positioning that does not put them in the crosshairs of their dominant competitor. Here local brands usually have the edge - more nimble and lower operating expense models.

  • Korean fried chicken chains like BBQ and Kyochon vs KFC in Korea

  • Luckin and Cotti vs Starbucks in China

  • MOS Burger vs Mcdonald's in Japan

  • Jollibee vs. McDonald's in the Philippines

  • Kopi Kenangan vs Starbucks in Indonesia

Lots more we can look at.

Read more here.

Joel Silverstein

Joel Silverstein is a long-term resident of the Asia Pacific region and has helped leading international and local companies achieve sustained growth in overseas markets. As a former senior executive and experienced Board member, Silverstein is a frequent contributor to major media outlets on the topics of hospitality & retail, business practices in international markets, and succeeding in turbulent environments. He recently relocated to the United States after 40 years of residence overseas.

https://www.canyonspringsadvisors.com/our-team
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