A leading consulting firm providing solutions and solutions to business needs with innovative strategies from expert consultants. Our experienced and capable team specializes in business management, franchising, retail, financial planning and investment, and marketing management, addressing various business challenges. We also leverage technology to support business development and keep pace with global changes. We are committed to developing and enhancing businesses for success. Our company is registered as a consultant with the Ministry of Finance in the field of organizational management and development, enabling us to support the government and facilitate collaboration in assisting various businesses in accordance with government policies and the economic sector. This support extends to SMEs, community enterprises, and other targeted companies. "Develop business growth through targeted processes; accelerate success for Thai businesses."
In 1954, Ray Kroc was just a 52-year-old milkshake salesman whose life was a mess. One day, he received an unusually large order for milkshakes from a small restaurant in California called McDonald's. Curious, he flew to see for himself, and what he saw changed his life forever. The small restaurant was perfectly organized, fast, cheap, and consistent. Kroc immediately recognized this as a model that could scale globally. He bought the franchise rights to expand across America, and in 1961, purchased the brand from the McDonald brothers for $2.7 million. Then, he did what people call business genius. He didn't just sell pizza or burgers; he became a landowner, leasing the property to his franchisees. As his advisor told him, "You're not in the hamburger business; you're in real estate." That model transformed McDonald's into one of the largest owners of commercial real estate in the world. With land and buildings valued at approximately $37.7 billion, McDonald's now has over 40,000 locations in more than 100 countries worldwide. What happened in 2026? While Pizza Hut was closing 250 locations and Yum! Brands was considering selling its brands, McDonald's announced its most ambitious plan in company history: opening a total of 8,000 new locations worldwide by 2027, pushing its global target to 50,000 locations. This would be the fastest expansion in McDonald's history. This expansion target focuses on Asia, the Middle East, and parts of Europe, markets with significant room for growth. And the new branches won't just be copies of the old format, but will incorporate AI in the kitchen through a partnership with Google Cloud to ensure consistent food quality across all branches worldwide. So why did McDonald's dare to do this when others were retreating? The answer lies in the model Ray Kroc built in 1956. When McDonald's opens new branches, the company doesn't bear all the costs itself, because over 95% of branches worldwide are owned by franchisees who invest themselves. McDonald's only collects land and building rent, receives royalties from sales, and maintains standards through its established systems. This means that expanding to 8,000 branches doesn't mean McDonald's has to invest 8,000 times its own money, unlike Pizza Hut, which bears the burden of expensive dine-in space that customers no longer use. McDonald's designed new branches to be smaller, focusing primarily on drive-thru and delivery, aligning with changing customer behavior from the start. The lesson to consider is that in the same industry, at the same time, McDonald's was expanding while Pizza Hut was shrinking. The difference isn't in size or budget, but in the business model established from the beginning. McDonald's isn't strong because it has the best burgers, but because it created a system that made expanding branches possible in all economic conditions. And they're making a profit too. Ray Kroc once said, "If you're not growing, you're rotting"—and it seems McDonald's remembers that saying better than anyone else in the industry.
The faster you grow… the more likely you are to fail. Last week, I had the opportunity to give a lecture on developing marketing for franchise businesses to entrepreneurs at the Department of Business Development, Ministry of Commerce. This is a free course that has been offered for over a decade, providing opportunities to enter the franchise market in the future. It's called the "Franchise B2B" course. (Applications will open around the end of the year. If you are interested, you can inquire at the Business and Services Division, Department of Business Development.)