Fast food continued to maintain healthy growth in Thailand at the end of the review period. Up to 99% of the overall value of fast food in Thailand belongs to chained operators. Leading chained operators continued to perform on-going outlet expansion and renovation to attract new generations and create strong connections with customers. They continue to implement strong promotions, above-the-line and below-the-line advertising, and menu innovations which help stimulate a strong dynamic in fast food as a whole.