The Bangkok Post reported that Yum Thailand has not yet raised prices in response to rising petrol prices. Sran Smutkochorn, Managing Director of Yum Thailand, said ''Our costs are rising due mainly to runaway oil prices and [costs of] other ingredients. It does not matter if you are in the United States or Thailand operators need to be very careful about raising prices, as consumers are suffering from significantly higher costs of living. However, Mr. Sran said, the company would consider adjusting KFC prices if oil prices go up to 50-60 baht per litre in the next few months. - The price is now 41.09 baht per litre.
In contrast to KFC, Pizza Hut has raised its prices by 2-3% since March, according to the article. Despite the political uncertainties and sluggish economy, Mr. Sran is maintaining 2008 sales growth of 15-20% (1H sales grew 15%.) In 1H08 KFC sales grew 16%, including a 7% increase in same-store sales rise. The article stated that delivery represents 11% of KFC sales, up 27% YoY. Interestingly, the significant growth in delivery can partially be explained by higher petrol prices. Delivery also carries a higher average check.
Research Edge - In the current environment, a strong marketing calendar and cost reduction initiatives is the best way to protect margins.