McThai, the local franchisee for McDonald's hamburger restaurants, will this year invest Bt600 million on opening another 15 to 17 outlets.

The investment strategy is in line with the company's vision set at the end of 2006, under which McThai will triple the points of distribution for McDonald's to about 300 by 2011.

The company also wants to maintain double-digit same-store growth.

"While reshaping our marketing strategy to cope better with the current economic difficulties, our investment strategy will be the same," said Hester Chew, chairman of the executive committee and chief executive at McThai.

Chew said McThai had invested about Bt400 million last year on opening 15 restaurants. The company operates 116 McDonald's outlets locally and the 117th store will open on February 26 at Sukhapiban 1 in Bangkok.

"We will open between 15 and 17 new stores this year as planned, mainly in Bangkok," he said.

The company operates 14 drive-through outlets, mainly in Bangkok and some tourist destinations. Another seven or eight drive-through stores will be opened this year, said the CEO.

"We also expect growth at 30 per cent this year, which is higher than last year when the company posted revenue growth of 20 per cent. Our same-store growth was about 13 per cent last year," said Chew.

Chew said the overall Thai quick-service restaurant market was estimated to have grown by between 8 and 9 per cent last year. The market is projected to see better growth of between 12 and 15 per cent this year.

McThai yesterday announced the launch of its McSaver value-for-money menus, targeting value-conscious consumers.

Chew said McSaver would be a permanent strategy covering 15 products in nine fast-moving menus, including hamburgers, pork burgers, pepper-chicken burgers and lighter foods such as the Cheesy Chicken Roll, pies and sundaes. These items will be offered at prices 10 to 15 per cent cheaper than ordinary menus.

"With the volatile global economy and unstable circumstances in Thailand, consumer lifestyles are now changing and people are more careful with their spending.

"Consequently, McDonald's always sets a strategy to respond to customers' needs, and McSaver is dedicated to offering a diversity of food, including burgers, pies, ice cream and drinks at the value prices of Bt22 and Bt25, so customers can eat more often, and add more variety to their meals. McSaver has already been successful in countries such as Malaysia and Singapore," said Chew.