The Coffee Club, part of the Minor Food Group Plc, is planning a significant investment of over 60 million baht next year to support its expansion and store renovations.
The company has outlined plans to open between four and five new stores, focusing on Bangkok as well as key tourist destinations like Phuket, Pattaya, and Vientiane in Laos. Nongchanok Stananonth, the general manager of The Coffee Club, shared that the budget for each new location will range between 7 to 8 million baht.
In addition to these new openings, The Coffee Club intends to refresh five of its existing outlets. For each renovation, the company will allocate between 3 to 5 million baht.
Currently, The Coffee Club operates 42 stores across Thailand and Laos. Of these, 22 are located in Bangkok, while the remaining 19 are in tourist hotspots such as Phuket, Krabi, Samui, and Pattaya. The brand also has a single store in Luang Prabang, Laos.
This year, Minor Food opened four new stores, two of which are in Bangkok and one each in Phuket and Pattaya. The most recent addition opened on December 12 at the Chulalongkorn Memorial Hospital’s Faculty of Medicine. This particular store will begin operating 24 hours a day, seven days a week, starting December 23.
The new store has been drawing in an average of 500 customers daily, with hospital staff and university students accounting for over 60% of the visitors. The remaining 40% are hospital guests. The company anticipates this figure will rise to 800 customers per day in the near future.
To further cater to the local clientele, the prices of certain beverages and bakery items at this particular branch have been reduced by 25-50% compared to other locations. For example, a medium-sized Americano is priced at 60 baht for general visitors and 48 baht for hospital staff and students, whereas the same drink at other branches typically costs around 120 baht for the smaller size.
Nongchanok explained that the company is dedicated to offering affordable options for the hospital’s staff, students, and visitors, demonstrating their commitment to making the store more accessible to the community.
Additionally, The Coffee Club aims to shift its customer base to attract more local Thai patrons. At present, the customer demographic is split, with 60% being international visitors and 40% local Thai customers. This balance has influenced the company’s sales, with a notable increase during the high tourist season in the first and fourth quarters, and a drop during the second and third quarters when fewer tourists visit.
By increasing the proportion of Thai customers, The Coffee Club is hoping to stabilise its sales year-round, particularly during the off-peak tourist season.
