The Coffee Club, a subsidiary of Minor Food Group Plc, has announced plans to invest over 60 million baht in 2024 to expand and renovate its stores. The company aims to open 4 to 5 new locations next year, including in Bangkok and popular tourist destinations such as Phuket, Pattaya, and Vientiane, Laos.
Nongchanok Stananonth, General Manager of The Coffee Club, revealed that the budget for each new store is approximately 7 to 8 million baht. The company also plans to refresh five of its existing stores, with an investment of 3 to 5 million baht per renovation.
Currently, The Coffee Club operates 42 stores, with 22 in Bangkok, 19 in major tourist areas like Phuket, Krabi, Samui, and Pattaya, and one in Luang Prabang, Laos. This year, Minor Food opened four new outlets: two in Bangkok and one each in Phuket and Pattaya.
The most recent opening, located at Chulalongkorn Memorial Hospital’s Faculty of Medicine, debuted on December 12 and will operate 24/7 starting December 23. The new store attracts around 500 customers daily, with over 60% of them being hospital staff and college students, while the remaining 40% are hospital visitors. The company expects customer numbers at this location to grow to 800 per day.
At this branch, prices for some beverages and bakery items are 25-50% lower compared to other Coffee Club locations. For example, the M-size Americano is priced at 60 baht for general visitors, and 48 baht for hospital staff and students, whereas at other branches, an S-size Americano typically costs around 120 baht.
Nongchanok emphasized that the company is focused on providing affordable options for hospital staff, students, and visitors, and also aims to attract more Thai customers. Currently, 60% of its customer base consists of foreigners, while 40% are Thais. This customer mix has affected sales performance, with growth in the first and fourth quarters during peak tourist season, but a dip in the second and third quarters. By increasing the number of Thai customers, The Coffee Club hopes to boost sales during the off-peak months.
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