National —
On September 16th, 2024, Texas Chicken, a fast-food chain under PTT Oil and Retail Business (OR), announced that it will close all of its branches in Thailand by September 30th, 2024, after operating in the country for more than nine years.
The announcement was made via Texas Chicken Thailand’s official Facebook page, inviting customers to enjoy their last meals with the brand before it closes its 97 branches nationwide.
In its farewell message, Texas Chicken expressed gratitude to customers for their support over the years, encouraging them to create final memories with the brand before it permanently shutters.
The decision follows OR’s review of its lifestyle business portfolio, which includes 4,496 outlets in food and beverage retail brands like Café Amazon and Pacamara Coffee Roasters.
The closure comes as Thailand’s quick-service restaurant (QSR) market, valued at 45 billion baht, remains fiercely competitive. The fried chicken sector alone is worth 27 billion baht, with KFC commanding over 90% of the market share, leaving other players like Texas Chicken with only a small portion of the market, according to Thai national media.
Texas Chicken’s closure highlights the challenges faced by smaller brands in a market dominated by strong international names and local competitors, reported Thai national media.
OR will now focus on adjusting its strategy and deciding which brand will take over the vacated Texas Chicken outlets, especially those located in PTT Stations across the country, according to Thai national media.
This article originally appeared on our sister website The Pattaya News.
