Thai cuisine was the leading cuisine types within Quick Service Restaurant & Fast Food (QSR) channels, along with International and American cuisines, according to GlobalData’s menu intelligence database. In its menu analysis of QSR in Thailand report, GlobalData analyses 597,511 menu items across QSR outlets and provides an overview of various foodservice channels in Thailand. According to GlobalData, QSR makes up 79% of all restaurant types in Thailand. Buy the report here.

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Fish & Seafood was found to be the most-used ingredient in QSR establishments, featuring in 16% of menu items, followed by pork and rice. Chicken and noodle were also significant ingredients. An analysis of menu categories reveals that salads & sides, meat dishes, soft drinks, meal deals and combinations and pasta & pizza were most popular within the QSR format.

An analysis of the annual price change between 2022 and 2023 indicates that the average menu prices in Thailand QSR channel have dropped by 0.05%. Considering all channels (including QSR) the average price change was -0.06%. As on-premises dining gains momentum following the COVID-19 pandemic, the QSR segment in Thailand is expected to experience overall growth. Moreover, the introduction of new menu items that emphasize health and wellness generates interest in those seeking nutritious menu options and greater variety.

Different restaurant types exhibited mixed price movements within Thailand foodservice market between 2022 and 2023. Of all the restaurant types, pub exhibited highest price hike, while bar experienced a maximum price decrease.

An in-depth analysis of QSR price trends by location reveals consumption trends of each region. The graph below represents the change in QSR menu prices between 2022 and 2023 across the top five locations. As seen below, QSR menu items in Prachinburi became more affordable as compared to Bangkok and Chiang Mai.

While consumers become more price conscious, operators look for ways to optimize their costs to retain margin and market share. In the Thai market, QSR operators rely on innovation as a crucial tactic to appeal to customers as well as optimize costs. As increasing number of consumers seek novel experiences, foodservice operators must continuously innovate their menu choices, providing superior taste and quality along with a diverse selection of dishes. Operators should highlight the distinctive tastes and flavors of their food and beverage offerings in a convenient format to enhance customer engagement.

To further understand and explore GlobalData’s insight into Thailand QSR menu, buy the full report here.

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GlobalData, the leading provider of industry intelligence, provided the underlying data, research, and analysis used to produce this article. 

GlobalData’s Online Menu Intelligence is a database of cost and profit foodservice operators on menus within Foodservice Intelligence Center. The tool’s several search options, such as cuisine, category, menu item, ingredient, and restaurant, help users to conduct focused searches in terms of price analysis (average price and change in prices), menu item claims, popular categories, cuisine/ingredient penetration levels, etc.