After nine years of serving up crispy fried chicken and classic sides in Thailand, the American fast food chain Texas Chicken, known as Church’s Texas Chicken in the United States, is closing all its outlets in the country by the end of September.
The announcement came as a surprise to its Thai customers when it was posted on the company’s Facebook page this past Monday.
“It’s time to say goodbye to Texas Chicken after nine years of tasty memories,” the post read.
Although the chain did not provide a specific reason for its departure from the Thai market, the closure marks the end of what was a flavorful chapter in its global expansion.
Texas Chicken first entered the Thai market through a partnership with PTT Oil and Retail Business Plc (OR), a strategic move by OR to diversify its portfolio beyond its core oil business.
The first Texas Chicken outlets were strategically located at PTT petrol stations, leveraging the high traffic of customers. Gradually, the franchise expanded its presence to various community malls, broadening its reach across the country.
The introduction of the franchise to Thailand was part of a broader strategy to create a balance between OR’s oil and non-oil businesses.
Despite the forthcoming closure, Texas Chicken’s global footprint remains extensive, with the brand having established itself in 26 countries and over 1,700 branches.
The shutdown of Texas Chicken outlets in Thailand closes a chapter on what has been a significant part of the country’s fast food landscape, leaving behind memories of meals shared and enjoyed by many.
