Pelicana Marks Its Thai Debut, Targeting Youth with Authentic Korean Fried Chicken
The Korean fried chicken icon aims to capture the Thai market with its first branch in Siam, appealing to Gen Y and Z consumers.
Pelicana, a revered name in the world of Korean fried chicken with over 40 years of culinary heritage, is setting its sights on Thailand.
The brand, which operates more than 1,300 outlets globally, has launched its inaugural Thai branch in the bustling Siam district, specifically at the Siam Scape building.
This strategic move aims to entice the youth market, specifically Generation Y and Z, with a premium yet affordable culinary experience.
According to Attawut Nitikobkul, CEO of Pelicana (Thailand) Co., Ltd., the franchise’s entry into the Thai market is underscored by the rich history and global success of Pelicana.
Widely hailed as the 'King of Chicken' in Korea, the brand has expanded its footprint across various countries, including the United States, Canada, the United Kingdom, Australia, New Zealand, Taiwan, Malaysia, and China.
Pelicana (Thailand) Co., Ltd. holds the exclusive rights to operate in the Thai market and has laid out ambitious expansion plans.
The initial foray at Siam Scape is set to be followed by the opening of four additional outlets, alongside a robust delivery network facilitated by five central kitchens within the year.
The company envisions growing to ten branches by next year and potentially twenty the year after, with a first-year revenue target of 100 million baht, aiming for a market share of 2.5% in Thailand’s modern dining scene, where the QSR segment alone is valued at approximately 30 billion baht and experiences an annual growth rate of about 8%.
The Pelicana menu, led by premium quality offerings, boasts ten diverse flavors, from signature sauces to smoky hot and honey-infused options, all aiming to replicate the authentic Korean taste.
These are priced starting at an accessible 99 baht.
Enhancing its unique proposition, the brand debuts a special Korean-style fried chicken served with fragrant Thai jasmine rice, a first in the Thai market.
COO Arada Nitikobkul emphasizes the innovative menu inspired by cross-cultural tastes, including a Japanese-influenced soft bun for the fried chicken burger, adding a distinctive twist to the conventional offering.
Alist Panthetset, CMO of Pelicana Thailand, underscores the marketing approach focusing on strategic locations in Bangkok’s top shopping centers.
The brand targets young professionals and students, including K-Pop and Korean drama enthusiasts.
Expanding customer convenience, Pelicana plans collaborations with prominent delivery platforms like Grab, Lineman, and Robinhood, and anticipates further reach through Cloud Kitchens.
Markus Lee, an executive from Pelicana Korea, highlights the formidable presence and decades of experience that Pelicana brings to the table.
Acknowledging Thailand’s highly competitive restaurant industry, he expresses confidence in Pelicana Thailand's business blueprint and affirms complete support from the headquarters in Korea.
Images: Pelicana
Additional insights: Explore reasons why sushi businesses in Thailand might see closures for the first time in four years in 2023.
For more intriguing stories and insights, follow us on Forbes Thailand Magazine's Facebook page.
The brand, which operates more than 1,300 outlets globally, has launched its inaugural Thai branch in the bustling Siam district, specifically at the Siam Scape building.
This strategic move aims to entice the youth market, specifically Generation Y and Z, with a premium yet affordable culinary experience.
According to Attawut Nitikobkul, CEO of Pelicana (Thailand) Co., Ltd., the franchise’s entry into the Thai market is underscored by the rich history and global success of Pelicana.
Widely hailed as the 'King of Chicken' in Korea, the brand has expanded its footprint across various countries, including the United States, Canada, the United Kingdom, Australia, New Zealand, Taiwan, Malaysia, and China.
Pelicana (Thailand) Co., Ltd. holds the exclusive rights to operate in the Thai market and has laid out ambitious expansion plans.
The initial foray at Siam Scape is set to be followed by the opening of four additional outlets, alongside a robust delivery network facilitated by five central kitchens within the year.
The company envisions growing to ten branches by next year and potentially twenty the year after, with a first-year revenue target of 100 million baht, aiming for a market share of 2.5% in Thailand’s modern dining scene, where the QSR segment alone is valued at approximately 30 billion baht and experiences an annual growth rate of about 8%.
The Pelicana menu, led by premium quality offerings, boasts ten diverse flavors, from signature sauces to smoky hot and honey-infused options, all aiming to replicate the authentic Korean taste.
These are priced starting at an accessible 99 baht.
Enhancing its unique proposition, the brand debuts a special Korean-style fried chicken served with fragrant Thai jasmine rice, a first in the Thai market.
COO Arada Nitikobkul emphasizes the innovative menu inspired by cross-cultural tastes, including a Japanese-influenced soft bun for the fried chicken burger, adding a distinctive twist to the conventional offering.
Alist Panthetset, CMO of Pelicana Thailand, underscores the marketing approach focusing on strategic locations in Bangkok’s top shopping centers.
The brand targets young professionals and students, including K-Pop and Korean drama enthusiasts.
Expanding customer convenience, Pelicana plans collaborations with prominent delivery platforms like Grab, Lineman, and Robinhood, and anticipates further reach through Cloud Kitchens.
Markus Lee, an executive from Pelicana Korea, highlights the formidable presence and decades of experience that Pelicana brings to the table.
Acknowledging Thailand’s highly competitive restaurant industry, he expresses confidence in Pelicana Thailand's business blueprint and affirms complete support from the headquarters in Korea.
Images: Pelicana
Additional insights: Explore reasons why sushi businesses in Thailand might see closures for the first time in four years in 2023.
For more intriguing stories and insights, follow us on Forbes Thailand Magazine's Facebook page.
