The Coffee Club expands with 24/7 and pet-friendly services in Bangkok

The Minor Food Group Plc subsidiary, The Coffee Club, is venturing into new market avenues with its innovative 24-hour service and pet-friendly concept at specific locations. This strategy has been adopted to increase sustainable sales and enhance customer experience.

Nongchanok Stananonth, the General Manager, highlighted that their inaugural 24/7 Coffee Club at Staybridge Suites Bangkok, Sukhumvit 55, opened its doors on October 25. The distinguishing features of this outlet include an exclusive menu with dinner sets accompanied by wine and cocktails, a semi-outdoor design, and a pet-friendly environment. These attributes are aimed at resonating with the dynamic urban lifestyle and the emerging pet-friendly trend, Nongchanok said.

“The 24-hour service is in line with the government’s policy to extend opening hours to 4am in tourist destinations. If the Thong Lor store performs well, we plan to expand the round-the-clock restaurant model to other tourist destinations.”

The Coffee Club boasts 40 stores across the nation, split between 21 in Bangkok and 19 in popular tourist provinces. Their customer base is composed of 40% Thai and 60% international visitors. The company has ambitious expansion plans for the upcoming year, with six new branches of various sizes set to open across the country.

They are also exploring the idea of smaller The Coffee Club outlets, such as the upcoming one at The Park complex on Rama IV Road, scheduled to open on January 10 next year. The company is also targeting office buildings for setting up more kiosks. The investment for each restaurant ranges from 2 to 8 million baht, based on the size of the outlet.

“We have learnt valuable lessons from the pandemic, and we no longer aim to hasten our expansion. Our focus is on growing our business sustainably by increasing the number of daily customers.”

Expansion and renovation

The company’s sales are projected to rise by 15% next year from an estimated 700 million baht this year. Sales in the first ten months of this year have already shown a 40% growth from the same period last year, which the company attributes to the opening of four new branches in Phuket and Bangkok and the renovation of the branch at Bangkok Hospital.

The Coffee Club has revamped its menu, making it more user-friendly and modern. The company has also introduced more than ten new food and drink options, including three Thai-style pasta dishes. To add to the festive spirit, special holiday menus have been launched, reported Bangkok Post.

In a bid to attract customers for membership, exclusive privileges and promotional offers are being introduced via The Coffee Club mobile app. The company is also focusing on enhancing brand recognition and reaching potential new customers by opening new outlets in strategic locations. These outlets will offer a variety of concepts, ranging from full-service restaurants with grab-and-go storefronts to cafe-style shops.

The company is also undergoing extensive renovations of existing stores to create a more welcoming atmosphere, turning them into desirable meeting points and local landmarks.