The release of the cheesy offering in Thailand prompted mixed reviews. But is it really a 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.the “growing importance of social media tools” in fast-food marketing in Thailand, saying the eating habits of Thais and other Asian cultures are “influenced more by its social or entertaining value.”
Burger King Thailand could not be immediately reached and Minor International, its local operator, didn’t respond to a request for comment. Western chains have also catered to local tastes in different countries. Burger King’s menu in Thailand also includes salmon katsu burgers. McDonald’s offers Spicy Paneer Wrap in India and Ham N’ Egg Twisty Pasta in Hong Kong. In Brazil, KFC has served alcoholic gravy cocktails., Burger King Thailand’s chief executive Prapat Siangjan said that Thai consumers are heavily influenced by their viral promotion campaigns and local menu options.
Cheese is far from a common ingredient in Thai cooking, but it is becoming increasingly accepted among younger generations with the popularity of cheese-heavy Japanese, Korean and Western dishes. It is becoming more common for the dairy product to be sprinkled on even some local dishes. Cheese sales in Thailand are expected to exceed $110 million in 2023, yet Thai people on average consume only 80 grams of cheese per year,Not all creative menus are welcomed.
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