Study Period | 2017 - 2029 |
Base Year For Estimation | 2023 |
Forecast Data Period | 2024 - 2029 |
Market Size (2024) | USD 32.85 Billion |
Market Size (2029) | USD 47.79 Billion |
CAGR (2024 - 2029) | 7.78 % |
Market Concentration | Low |
Major Players![]() *Disclaimer: Major Players sorted in no particular order |
Thailand Foodservice Market Analysis
The Thailand Foodservice Market size is estimated at 32.85 billion USD in 2024, and is expected to reach 47.79 billion USD by 2029, growing at a CAGR of 7.78% during the forecast period (2024-2029).
The foodservice industry in Thailand is experiencing a significant transformation driven by changing consumer preferences and dietary habits. In 2022, approximately 65% of Thai consumers adopted a flexitarian diet due to health concerns, leading to an increased demand for plant-based alternatives and healthier menu options. This shift has prompted restaurants to expand their plant-based offerings and develop innovative menu items that cater to health-conscious consumers. The industry has also witnessed a surge in premium and specialty dining concepts, particularly in urban areas, where consumers are increasingly seeking unique culinary experiences and authentic international cuisines.
Digital transformation and technology adoption have become crucial drivers of industry growth, with Thailand's internet penetration reaching 77.8% of the population in 2022, equivalent to 54.50 million users. This digital revolution has catalyzed the emergence of new business models, particularly in the cloud kitchen segment. Major industry players are making substantial investments in this space, with Central Restaurant Group planning to establish 100 cloud kitchens by 2024, while Siamese Asset has announced a significant investment of USD 437.4 million to expand its cloud kitchen business between 2022 and 2026.
The convenience store segment has emerged as a significant channel for foodservice operations, with over 20,000 convenience stores operating across Thailand as of 2022. These stores have evolved beyond traditional retail to offer an extensive range of ready-to-eat meals, beverages, and quick-service food items. The sector has witnessed increased collaboration between convenience store chains and foodservice operators to expand their food and beverage offerings, catering to the growing demand for convenient, on-the-go dining options.
Tourism recovery has played a pivotal role in shaping the foodservice industry landscape, with Thailand welcoming 11.15 million foreign visitors in 2022. This influx has spurred demand for diverse culinary offerings, particularly in popular tourist destinations. The coffee culture has seen remarkable growth, with consumption increasing by 40% and reaching an average of 300 cups per person annually. This trend has led to the proliferation of specialty coffee shops and international cafe chains, particularly in urban areas and tourist hotspots, contributing to the overall diversification of the Thailand Foodservice Market.
Thailand Foodservice Market Trends
Thailand's quick service restaurant market is growing, driven by the young population and demand for fast food
- The number of QSR outlets in Thailand grew by 1.97% between 2017 and 2022. In Thailand, fast-food restaurants like McDonald's, KFC, and Burger King are well-known and prevalent in urban areas. Swensen's, MK Restaurant, and Yum Yum are a few of the regional QSR brands that serve Thai and other ethnic cuisines. The market is being driven by an influx of the young population. Young adults (18-35 years) enjoy eating out and consider fast food delectable. People in this age bracket are ideal customers for the QSR chain, making the growth of this sector more significant. The consumption of fast food was observed to be highest in Thailand in 2020, with 40% of consumers consuming fast food at least four times a week among Southeast Asians.
- Cloud kitchen outlets are the fastest growing. It is projected to register a CAGR of 15.65% during the forecast period. This will be supported by expansions and investments in the sector. Thailand’s leading fast-food restaurant chain, Central Restaurant Group, plans to set up 100 cloud kitchens by 2024 across the country. SET-listed developer Siamese Asset planned to invest USD 437.4 million to expand its cloud kitchen business between 2022 and 2026.
- Cafes & bars outlets held the second major share at 10.55% in the market in 2022. Coffee consumption is on the increase, as 15% more coffee is being consumed in the country every year, as an average person consumes 300 cups per annum. The tourism sector has expanded due to increased demand for cafes and bars. Thailand is a popular travel destination, and a significant number of visitors are attracted by the vibrant culinary industry there.
Full service restaurants lead the way with popular Asian dishes like pad thai, tom yum, and tom kho gai
- In Thailand, the average order was observed to be highest among the full service restaurants in 2022, compared to other foodservice types with a price of USD 12.8. Thai customers prefer Asian cuisine, thereby Asian full service restaurants are in high demand. One of the major factors influencing the expansion of the restaurant industry is the shabu and hot pot dining trend, which has grown in popularity during the previous two to three years. High-end or fine dining establishments provide distinctive cuisine and eating experiences. Chefs and customers are becoming more concerned with the origins of their products and cuisine, with "farm-to-table" becoming a prominent marketing factor. Popular dishes offered by the FSR cuisines are Pad Thai, Tom Yum, and Tom Kho Gai priced at USD 3.6, USD 6.5, and USD 4.4 per 300 gm, respectively.
- The Thai foodservice market has evolved and changed to meet customer demands and consumer behavior. QSRs have become increasingly popular in Thailand due to the growth of urbanization, the change in demographics and income, and the growing influence of Western lifestyles. Quick service average order value has seen a huge growth in the recent year in the country. Between 2019 and 2022, quick service restaurants registered an average order value growth of 9.53% in the country. The expansion of chained outlets has also helped the QSR industry. About 80% of Thailand's food franchises are associated with American and non-American brands, including McDonald's, KFC, Pizza Hut, Taco Bell, Domino Pizza, Au Bon Pain, Starbucks, Carl's Junior, Burger King, Baskin-Robbins, Dairy Queen, Auntie Anne's, and Chabuton Ramen. Popular dishes offered through QSRs include burgers and kebabs, priced at USD 6.8 and USD 8.15 per 300 grams, respectively.
Segment Analysis: Foodservice Type
Quick Service Restaurants Segment in Thailand Foodservice Market
Quick Service Restaurants (QSR) dominate the Thailand foodservice industry, commanding approximately 51% food market share in 2024. The segment's strong performance is driven by the increasing preference for chicken and pork-based fast food among Thai consumers, with per capita meat consumption reaching nearly 22 kg annually. The expansion of international chains and local QSR operators has significantly contributed to the segment's dominance, particularly in densely populated urban areas and tourist destinations like Bangkok, Pattaya, and Phuket. The segment's growth is further supported by the rising adoption of flexitarian diets among Thai consumers, with about 65% of the population embracing this dietary trend, prompting QSR chains to expand their plant-based menu offerings to cater to health-conscious consumers.

Cloud Kitchen Segment in Thailand Foodservice Market
The Cloud Kitchen segment is experiencing remarkable growth in Thailand's foodservice industry, projected to expand at approximately 26% CAGR during 2024-2029. This explosive growth is primarily fueled by the high internet penetration rate of around 78% of the total population, representing about 54.50 million internet users. The segment's expansion is further accelerated by the widespread adoption of food delivery applications, with major platforms like GrabFood boasting over 32.7 million active users, Food Panda with 74,085 active users, and Line Man exceeding 1 million active users. The increasing consumer preference for convenient dining solutions and the cost-effectiveness of the cloud kitchen business model have attracted both established restaurant chains and new entrepreneurs to invest in this segment.
Remaining Segments in Foodservice Type
The Full Service Restaurants (FSR) and Cafes & Bars segments play vital roles in Thailand's food service market. FSR establishments are particularly prominent in offering authentic Asian cuisines, with Japanese restaurants being highly preferred, followed by Italian, Chinese, American, and Vietnamese offerings. The Cafes & Bars segment has gained significant traction due to Thailand's evolving coffee culture and vibrant nightlife scene, particularly in urban areas and tourist destinations. Both segments have adapted to changing consumer preferences by incorporating health-conscious menu options and enhancing their dining experiences through innovative service concepts and ambiance improvements.
Segment Analysis: Outlet
Independent Outlets Segment in Thailand Foodservice Market
Independent outlets dominate the Thailand food industry market share, commanding approximately 74% market share in 2024. The segment's strong position is primarily driven by restaurant owners' ability to frequently modify their menu offerings based on consumer feedback and their investment in hiring executive chefs specialized in particular dishes such as sushi, pad Thai, kimchi, and other exotic food offerings. Independent Asian full-service restaurants particularly contribute to this dominance, with these establishments focusing on providing unique dishes rather than following static menus. These outlets maintain their competitive edge by offering prices 15-20% lower than chained establishments while maintaining high quality and speedy delivery. The segment's success is further bolstered by the increasing number of independent cloud kitchens, with entrepreneurs opening single-outlet operations featuring the nation's most consumed food items on their menus.
Chained Outlets Segment in Thailand Foodservice Market
The chained outlets segment is projected to experience robust growth with an estimated CAGR of approximately 8% during 2024-2029. This growth trajectory is primarily driven by well-known global brands such as BonChon Chicken, Burger King, Chester's Grill, and KFC, which continue to expand their presence across key locations including Bangkok, Pattaya, and Chiang Mai. The segment's expansion is particularly notable in the QSR sector, where rising demand for fast food and snacks as convenient breakfast and lunch options is driving growth. Chained outlets are actively adapting to changing consumer preferences by offering healthier versions of burgers, pizzas, and sandwiches, while maintaining competitive pricing and efficient delivery services. The segment's growth is further supported by strategic expansions in different cities and the introduction of innovative menu offerings to cater to evolving consumer tastes and preferences.
Segment Analysis: Location
Standalone Segment in Thailand Foodservice Market
Standalone locations continue to dominate the Thailand food market value, commanding approximately 90% market share in 2024. The segment's strong performance is driven by the high concentration of quick service restaurants, with meat-based cuisines holding over 51% share in standalone locations. Popular global fast-food chains like Burger King, KFC, Pizza Mania, BonChon Chicken, Pala Pizza, and Teddy's Bigger Burgers have established their presence in major cities like Phuket, Bangkok, and Pattaya. The segment's success is further bolstered by Thailand's vibrant nightlife, with high-spirited clubs, pubs, and go-go bars concentrated in popular areas like Khao San Road, Walking Street, and Patpong. The younger population's increasing consumption of alcohol, with approximately 16 million consumers aged 15 years and older, has encouraged pub owners to open standalone outlets in these areas, offering premium liquor and unique appetizers.
Travel Segment in Thailand Foodservice Market
The travel segment in Thailand's Thai food industry is projected to grow at approximately 11% CAGR from 2024 to 2029, making it the fastest-growing location type. This exceptional growth is driven by the expansion of foodservice outlets in the country's 39 international and commercial airports, particularly in major hubs like Suvarnabhumi Airport, Don Mueang International Airport, Phuket International Airport, and Hat Yai International Airport. The segment's growth is supported by robust domestic and international passenger traffic, with domestic airline passengers reaching 38.78 million and international passengers touching 24.1 million. Additionally, the railway sector contributes significantly to this growth, with monthly regional train passengers exceeding 1.5 million, creating opportunities for foodservice providers, especially specialty coffee and tea shops, to establish presence at railway stations and along highways.
Remaining Segments in Location
The retail, leisure, and lodging segments each play unique roles in Thailand's foodservice market. Retail locations benefit from the synergy between shopping and dining experiences, with foodservice outlets in supermarkets, grocery shops, convenience stores, and shopping malls. The leisure segment capitalizes on entertainment venues like movie theaters, amusement parks, and gaming areas, offering diverse dining options to entertainment seekers. The lodging segment serves hotels and resorts, particularly in tourist-heavy areas, providing both local and international cuisine options to accommodate diverse guest preferences. These segments collectively contribute to the market's diversity and cater to different consumer needs and occasions.
Thailand Foodservice Industry Overview
Top Companies in Thailand Foodservice Market
The Thailand foodservice market features a mix of global and local players, with CP All PCL, Yum! Brands, MK Restaurant Group, PTT Public Company Limited, and Minor International PCL leading the segment. Companies are actively pursuing product innovation through the introduction of healthier menu options, plant-based alternatives, and fusion cuisines that blend local Thai flavors with international offerings. Operational agility has become paramount, with businesses investing in digital transformation, cloud kitchens, and enhanced delivery capabilities to meet evolving consumer preferences. Strategic partnerships with food delivery platforms and technology providers have become increasingly common to expand market reach. Companies are also focusing on geographical expansion through both company-owned and franchised outlets, particularly in high-traffic areas such as shopping malls, tourist destinations, and transportation hubs.
Fragmented Market with Strong Local Presence
The Thailand foodservice market exhibits a highly fragmented structure, characterized by a robust presence of local players alongside international chains. Local conglomerates like CP All PCL and Thai Beverage PCL leverage their deep understanding of regional tastes and extensive distribution networks to maintain market share in Thailand, while global players such as Yum! Brands and McDonald's bring international expertise and standardized operations. The market shows a balanced mix of specialist operators focusing on specific cuisine types or service formats, and diversified conglomerates offering multiple brand portfolios across different price points and dining concepts.
The market has witnessed increased consolidation activity, particularly in the quick-service restaurant and cafe segments, as larger players seek to expand their presence through acquisitions of successful local brands. Strategic partnerships and joint ventures between international and local players have become common, combining global expertise with local market knowledge. The franchise model continues to gain prominence, especially in the quick-service restaurant segment, allowing for rapid expansion while maintaining operational consistency across locations.
Innovation and Adaptation Drive Market Success
Success in the Thailand foodservice market increasingly depends on companies' ability to innovate while maintaining authenticity in their offerings. Incumbent players are focusing on menu diversification, incorporating health-conscious options, and investing in digital transformation to enhance customer experience and operational efficiency. The development of unique dining concepts, investment in staff training, and maintenance of consistent food quality across outlets have become crucial for maintaining Thailand market share. Companies are also emphasizing sustainability initiatives and local sourcing to appeal to environmentally conscious consumers.
For new entrants and smaller players, success lies in identifying and serving niche market segments with specialized offerings or unique dining concepts. The ability to adapt to changing consumer preferences, particularly the growing demand for convenience and health-conscious options, remains crucial. Building strong delivery capabilities, either through in-house systems or partnerships with aggregators, has become essential for market success. Companies must also navigate regulatory requirements related to food safety and hygiene while managing potential risks from economic fluctuations and changing consumer preferences. The development of strong brand identity and customer loyalty programs has become increasingly important in this competitive landscape.
Thailand Foodservice Market Leaders
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CP All PCL
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Minor International PCL
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MK Restaurant Group Public Company Limited
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PTT Public Company Limited
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Yum! Brands, Inc.
- *Disclaimer: Major Players sorted in no particular order
Thailand Foodservice Market News
- April 2022: Thai Beverage PCL launched a new brand, "Oishi Biztoro," which was developed as a 'hybrid' Japanese restaurant serving fast food and full service. The restaurant offers various popular and familiar Japanese dishes, divided into three main groups: "Ramen and Soba" Noodle Menu Group, "Donburi" Rice Menu Group, and Snacks Menu Group.
- July 2021: A&W Thailand partnered with 7-Eleven to launch three waffle products: Fish & Cheese Waffle, Grilled Teriyaki Chicken Waffle, and Spicy Chicken Waffle. This partnership is in response to the fast-food chain's shift toward packaged foods sold through the retail channel.
- April 2021: MK Restaurant Group opened its first MK Gold restaurant in Chiang Mai. It offers a premium dining experience with a wide range of menus.
Thailand Foodservice Market Report - Table of Contents
1. EXECUTIVE SUMMARY & KEY FINDINGS
2. REPORT OFFERS
3. INTRODUCTION
- 3.1 Study Assumptions & Market Definition
- 3.2 Scope of the Study
- 3.3 Research Methodology
4. KEY INDUSTRY TRENDS
- 4.1 Number Of Outlets
- 4.2 Average Order Value
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4.3 Regulatory Framework
- 4.3.1 Thailand
- 4.4 Menu Analysis
5. MARKET SEGMENTATION (includes market size in Value in USD, Forecasts up to 2029 and analysis of growth prospects)
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5.1 Foodservice Type
- 5.1.1 Cafes & Bars
- 5.1.1.1 By Cuisine
- 5.1.1.1.1 Bars & Pubs
- 5.1.1.1.2 Cafes
- 5.1.1.1.3 Juice/Smoothie/Desserts Bars
- 5.1.1.1.4 Specialist Coffee & Tea Shops
- 5.1.2 Cloud Kitchen
- 5.1.3 Full Service Restaurants
- 5.1.3.1 By Cuisine
- 5.1.3.1.1 Asian
- 5.1.3.1.2 European
- 5.1.3.1.3 Latin American
- 5.1.3.1.4 Middle Eastern
- 5.1.3.1.5 North American
- 5.1.3.1.6 Other FSR Cuisines
- 5.1.4 Quick Service Restaurants
- 5.1.4.1 By Cuisine
- 5.1.4.1.1 Bakeries
- 5.1.4.1.2 Burger
- 5.1.4.1.3 Ice Cream
- 5.1.4.1.4 Meat-based Cuisines
- 5.1.4.1.5 Pizza
- 5.1.4.1.6 Other QSR Cuisines
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5.2 Outlet
- 5.2.1 Chained Outlets
- 5.2.2 Independent Outlets
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5.3 Location
- 5.3.1 Leisure
- 5.3.2 Lodging
- 5.3.3 Retail
- 5.3.4 Standalone
- 5.3.5 Travel
6. COMPETITIVE LANDSCAPE
- 6.1 Key Strategic Moves
- 6.2 Market Share Analysis
- 6.3 Company Landscape
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6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Business Segments, Financials, Headcount, Key Information, Market Rank, Market Share, Products and Services, and Analysis of Recent Developments).
- 6.4.1 Central Plaza Hotel Public Company Limited
- 6.4.2 CP All PCL
- 6.4.3 Food Capitals Public Company Limited
- 6.4.4 Global Franchise Architects Company Limited
- 6.4.5 Maxim's Caterers Limited
- 6.4.6 McThai Company Limited
- 6.4.7 Minor International PCL
- 6.4.8 MK Restaurant Group Public Company Limited
- 6.4.9 Panthera Group Company Limited
- 6.4.10 PTT Public Company Limited
- 6.4.11 Thai Beverage PCL
- 6.4.12 Yum! Brands, Inc.
- 6.4.13 Zen Corporation Group PCL
7. KEY STRATEGIC QUESTIONS FOR FOODSERVICE CEOS
8. APPENDIX
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8.1 Global Overview
- 8.1.1 Overview
- 8.1.2 Porter’s Five Forces Framework
- 8.1.3 Global Value Chain Analysis
- 8.1.4 Market Dynamics (DROs)
- 8.2 Sources & References
- 8.3 List of Tables & Figures
- 8.4 Primary Insights
- 8.5 Data Pack
- 8.6 Glossary of Terms
Thailand Foodservice Industry Segmentation
Cafes & Bars, Cloud Kitchen, Full Service Restaurants, Quick Service Restaurants are covered as segments by Foodservice Type. Chained Outlets, Independent Outlets are covered as segments by Outlet. Leisure, Lodging, Retail, Standalone, Travel are covered as segments by Location.Foodservice Type | Cafes & Bars | By Cuisine | Bars & Pubs | |
Cafes | ||||
Juice/Smoothie/Desserts Bars | ||||
Specialist Coffee & Tea Shops | ||||
Cloud Kitchen | ||||
Full Service Restaurants | By Cuisine | Asian | ||
European | ||||
Latin American | ||||
Middle Eastern | ||||
North American | ||||
Other FSR Cuisines | ||||
Quick Service Restaurants | By Cuisine | Bakeries | ||
Burger | ||||
Ice Cream | ||||
Meat-based Cuisines | ||||
Pizza | ||||
Other QSR Cuisines | ||||
Outlet | Chained Outlets | |||
Independent Outlets | ||||
Location | Leisure | |||
Lodging | ||||
Retail | ||||
Standalone | ||||
Travel |
Thailand Foodservice Market Research FAQs
How big is the Thailand Foodservice Market?
The Thailand Foodservice Market size is expected to reach USD 32.85 billion in 2024 and grow at a CAGR of 7.78% to reach USD 47.79 billion by 2029.
What is the current Thailand Foodservice Market size?
In 2024, the Thailand Foodservice Market size is expected to reach USD 32.85 billion.
Who are the key players in Thailand Foodservice Market?
CP All PCL, Minor International PCL, MK Restaurant Group Public Company Limited, PTT Public Company Limited and Yum! Brands, Inc. are the major companies operating in the Thailand Foodservice Market.
Which segment has the biggest share in the Thailand Foodservice Market?
In the Thailand Foodservice Market, the Quick Service Restaurants segment accounts for the largest share by foodservice type.
Which is the fastest growing segment in the Thailand Foodservice Market?
In 2024, the Cloud Kitchen segment accounts for the fastest growing by foodservice type in the Thailand Foodservice Market.
What years does this Thailand Foodservice Market cover, and what was the market size in 2023?
In 2023, the Thailand Foodservice Market size was estimated at 32.85 billion. The report covers the Thailand Foodservice Market historical market size for years: 2024, 2025, 2026, 2027, 2028 and 2029. The report also forecasts the Thailand Foodservice Market size for years: 2017, 2018, 2019, 2020, 2021, 2022 and 2023.
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Thailand Foodservice Market Research
Mordor Intelligence provides a comprehensive analysis of the foodservice industry in Thailand. We leverage our extensive expertise in the food service and beverage industry research sectors. Our detailed report examines Thailand's dynamic food and beverage industry. It covers everything from QSR Thailand operations to Thai restaurant chains. The analysis includes crucial aspects of the Thailand food industry, such as food trends in Thailand for 2024 and regulatory requirements like restaurant license Thailand protocols. Additionally, it offers extensive coverage of fast food chains in Thailand.
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