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Tricon's Soft Serve Fuels Ice-Cream War in Thailand.
Byline: Voranai Vanijaka
Aug. 2--With the struggle for pizza domination settling into a war of attrition, ice-cream is shaping up as the next front in the fast-food battleground.
Tricon Restaurants International is stepping up its presence in the local market where annual ice-cream consumption averages a modest 1.5 litres per consumer, according to the Thai Farmers Research Centre. In contrast, consumption is 22 litres in the United States, 18 litres in Australia and three litres in Malaysia.
The low consumption rate leaves plenty of room for growth, says Hester Chew, president and managing director of Tricon's operations in Thailand, Singapore and Indochina.
US-based Tricon launched its soft ice-cream at KFC outlets last November. Eighty-one restaurants and four kiosks serve the product, which is made by Baskin Robbins (Thailand) Co.
The new line contributes between 3 percent to 4 percent to Tricon's total turnover, according to Mr Chew.
He plans to add the product to the menu at nine more KFC outlets while opening 10 to 12 more kiosks this year.
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