3 APAC trends shaping Restaurant Brands International’s strategies

The multinational restaurant operator views the region as a source for growth expansion.

Value for money, consistent quality, and more engaged and demanding consumers are the top trends shaping Restaurant Brands International’s (RBI) strategies in Asia Pacific. 

According to Daphne Kuah, Chief Marketing Officer, Restaurant Brands International APAC, the region has significant potential, identifying it as a source for growth expansion for RBI.

“Just look at the big competitors and players in the market and compare it to Burger King or our other two brands Tim Hortons and Popeyes. You can that there is so much opportunity from an expansion and footprint standpoint,” Daphne said.

One important trend that will shape RBI’s strategy to grow its brands is how consumers perceive value.

“When you think about value, [normally it’s about being cheaper]. It’s an equation value. Is it worth paying for? It’s worthiness. This is something that consumers are becoming more and more sensitive to,” Daphne added.

This means RBI has to remain agile and competitive but at the same time maintain consistent quality.

Daphne is also seeing a growth in social platforms and information and data becoming easily accessible. This has led to consumers, especially younger consumers to become more demanding and engaged. 

This means consumers want to demand more authenticity with the products they buy and at the same time they want to understand where it comes from, how the food is prepared, and the storytelling behind it.