The Coffee Club, a branch of Minor Food Group Plc, is set to invest over 60 million baht next year to expand and renovate its outlets.
Nongchanok Stananonth, the general manager, said, “We are looking to open 4-5 new stores next year in Bangkok and other tourist destinations such as Phuket and Pattaya, as well as Vientiane in Laos.”
She noted that the investment for each new location would range from 7-8 million baht.
Additionally, the company plans to renovate five of its existing outlets, dedicating 3-5 million baht for each renovation.
Currently, The Coffee Club operates 42 outlets, with 22 situated in Bangkok, 19 across popular tourist destinations such as Phuket, Krabi, Samui, Pattaya, and one in Luang Prabang, Laos.
This year, Minor Food inaugurated four new outlets—two in Bangkok and one each in Phuket and Pattaya.
The most recent opening is at the Faculty of Medicine in Chulalongkorn Memorial Hospital, which opened on December 12 and is set to operate around the clock starting December 23 this year.
This new outlet attracts roughly 500 daily visitors, predominantly hospital staff and college students, making up over 60%, with the rest being hospital guests. Daily visits are expected to rise to 800.
At this location, prices for certain drinks and bakery items are reduced by 25-50% compared to other branches.
For instance, an M-size Americano costs 60 baht for the general public and 48 baht for hospital staff and students, whereas it’s priced around 120 baht at other outlets.
Mrs. Nongchanok stated that the company’s focus is on offering more affordable choices to hospital staff, students, and visitors.
The strategy also includes boosting its Thai customer base, as presently, 60% of its clientele are foreigners and 40% are Thais.
This customer mix impacts the company’s performance, typically boosting sales in the first and fourth quarters during the tourist season and experiencing a drop in the second and third quarters, according to her.
By targeting more Thai customers, The Coffee Club aims to improve its performance throughout the low tourist season, particularly in the second and third quarters.
