Destination Group launching Boom Boom Burger

Destination Group is to introduce a new burger joint Boom Boom Burger, as part of a broader expansion plan in Thailand. Located at Sukhumvit Bangkok, the first Boom Boom Burger store is scheduled to open on Tuesday (September 1).

Besides the burger, Destination Group also has plans to launch a pizza chain soon. Earlier this year, Destination brought the US burger brand Big Boy into Thailand, the brand’s first destination in Southeast Asia. Launching with a delivery service only, it will roll out food trucks and kiosks in Bangkok from October.

The group aims to open Thailand’s first full-scale Big Boy outlet early next year and then expand to 20 to 25 branches during the next three years, Gary Murray, founder, and CEO of Destination told the Bangkok Post newspaper.

The expansion plan in Asia will cost Destination about US$25 million, according to the company.

Destination said it is also finalizing a licensing agreement with a Mexican casual-dining brand.