Ausanee Mahagitsiri, President of  Krispy Kreme Thailand - KFU Co. Ltd. /Press photo

Krispy Kreme Thailand’s Ausanee Mahagitsiri on why QSRs should prioritise innovation

She will be participating in a panel at the QSR Media Asia Tabsquare Conference & Awards.

To remain competitive, innovation is vital but what direction should brands take when it comes to innovation?

Ausanee Mahagitsiri, President of  Krispy Kreme Thailand - KFU Co. Ltd joins the Innovation Panel at the QSR Media Asia Tabsquare Conference & Awards to discuss with other business leaders the role of innovation in growing their brands.

The QSR Media Asia Tabsquare Conference & Awards, happening on 23 April at the Furama RiverFront hotel in Singapore, is an annual gathering of the top business leaders in the quick-service restaurant industry

Ahead of the event, QSR Media talked to Ausanee about the industry’s top issues and challenges QSR leaders face today.

What are some of the interesting trends you’ve noticed in the past year that QSR leaders should keep an eye out for?

Plant-based menu options, contactless and tech-driven ordering/payment systems, emphasis on sustainability, and personalized customer experiences are notable trends in the Quick Service Restaurant (QSR) industry.

What has been your top challenge for the year and how did you and your brand overcome it?

Our primary challenge was machine breakdowns affecting production. To tackle this, we temporarily streamlined product variety, optimised yield, and implemented daily waste monitoring for efficient production. Advanced forecasting tools prevented over/underproduction, and enhanced collaboration minimized human errors, creating a resilient production environment.

How do you think QSRs could maintain their competitive advantage in a quickly changing landscape?

QSRs can maintain a competitive advantage by embracing technology for efficient operations, offering diverse and customisable menu options, prioritising sustainability, and optimising the customer experience through personalisation and convenience.

What specific insights do you want to leave the audience in your speaking/panel session?

Prioritise innovation, adaptability, and customer-centric approaches to thrive in a dynamic business landscape.

For more information about the QSR Media Asia Tabsquare Conference & Awards 2024, please click this link here.

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