Burger King Thailand is adapting to Middle East geopolitical tensions that slashed foreign tourist arrivals by redirecting focus to domestic customers (currently 80% of Bangkok/metro sales vs 20% in tourist hubs). Year-to-date growth is 2–3% with transaction growth at 4–5%. Q4 strategy includes a Dragon Ball collaboration launching Sept 8–Oct 18 with 10 themed menu items and limited-edition figurine sets to drive visit frequency from 2.3 to 3+ times/month. The company is also expanding non-core menu (rice dishes, congee, pastries at 39–69 baht) to shed its premium image and capture everyday customers, plus testing smaller 80-sqm formats to reduce capex.