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Starbucks Thailand Sets Goal To Open 30 New Stores Annually

Starbucks Thailand has set a goal to open 30 new stores annually despite increasing competition in the local coffee market.

Nednapa Srisamai, the managing director at Starbucks Thailand, believes that the coffee market in the country is expanding, with more competitors joining the bandwagon.

With high household debt levels, Thai consumers are becoming more cautious with their expenditures, yet Starbucks still sees significant potential in Thailand within Southeast Asia, according to Ms. Srisamai.

The Bank of Thailand’s latest figures show that the total household debt reached 16.3 trillion baht by the second quarter of 2024, amounting to 89.8% of the GDP.

Ms. Srisamai stated, “We believe there is substantial opportunity for growth in the coffee sector.”

Starbucks plans to open five additional stores in Thailand by the end of this year, bringing the total to 522, and intends to continue expanding by 30 stores each year.

The newest “Starbucks Reserve” flagship store opened on Tuesday at One Bangkok, a major mixed-use development in the central business district, marking the fourth location of its type following Siam Square One, CentralWorld, and ICONSIAM.

Spanning over 860 square meters, this Starbucks Reserve is the largest Greener Store in Thailand.

A Greener Store must meet rigorous environmental standards for water conservation, energy use, waste management, and sustainable material use to receive certification.

Thanasak Kulrattanarak, Starbucks Thailand’s store development director, explained that the two-level store design is inspired by the highland coffee-growing regions of northern Thailand.

The first floor mimics a coffee tree, focusing on coffee preparation and service, while the second floor is designed to evoke a coffee plantation, offering a tranquil seating area for customers.

This location is pioneering a Condiment Bar, a sustainable feature that promotes proper cleanup and waste disposal by customers, underscoring Starbucks’ commitment to sustainability.

By the end of this year, Starbucks Thailand aims to launch 20 Greener Stores, furthering its sustainability objectives and expanding its ecological footprint, Ms. Nednapa announced.