Duck Star Fast Food
Bangkok, Thailand​

Our Role

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• Fast food concept strategy

• Menu development using duck as hero ingredient

• Business model & franchise planning

• Petrol station retail format exploration

• Low-cost store setup & workflow design

• Full F&B operations planning as operator-partner

 

 

Project Story

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In 2019, before COVID, we worked with one of Asia’s largest duck factories based in Thailand. As a major supplier with no direct-to-consumer presence, they wanted to explore launching a fast food brand to grow local demand for duck and ultimately expand through franchising. They had production capacity—but no F&B arm or experience running restaurants.​

What we did

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We developed a scalable QSR model built around underused petrol station spaces—ideal for on-the-go customers and negotiable on rent terms. The menu combined the familiarity of Chinese-style roast duck with the accessibility of Western fast food: duck with fries, duck rice sets, and duck noodles. The goal was to attract younger, modern consumers while keeping operations lean. Since the client had no F&B capability, we were positioned to run the restaurant side—allowing them to focus on factory production while we handled the end-to-end retail operation, including workflow, staffing, and setup.

 

The Result

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The study revealed the factory's strong potential to support a nationwide chain through centralized production. The key insight: a successful restaurant model could function more like a distribution arm—heating and finishing food made at scale. It was efficient, scalable, and franchise-ready. The rollout was paused due to COVID, but the foundation remains solid and positioned for revival.

 

 

Brand Concept

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We proposed the name “Duck Star” to reflect the ambition of making duck the hero ingredient in a fast food setting. It captured both the uniqueness of the offering and the boldness of turning a traditionally niche protein into a modern, scalable brand—something familiar yet fresh for the younger Thai market.