The Coffee Club, a subsidiary of The Minor Food Group Plc, has introduced a pioneering around-the-clock service and a pet-friendly concept at select locations, part of its efforts to explore new market opportunities to enhance sustainable sales.
According to general manager Nongchanok Stananonth, the first 24-hour Coffee Club, located at Staybridge Suites Bangkok, Sukhumvit 55 was opened on Oct 25.
This new establishment stands out not only for its exclusive cuisine, including dinner sets with wine and cocktails, and its round-the-clock service, but also for its semi-outdoor design, aligning with the dynamic urban lifestyle and the growing pet-friendly trend.
She said the exclusive dinner set is available solely at the Thong Lor branch and at 11 branches in the southern tourist provinces, aimed at boosting evening sales.
"The 24-hour service complies with the government's policy to extend opening hours to 4am in tourist destinations. If the Thong Lor store performs well, the company plans to expand the around-the-clock restaurant model to other tourist destinations," she said.
The Coffee Club has 40 stores nationwide, with 21 in Bangkok and 19 in popular tourist provinces. The customer base comprises 40% Thais and 60% international visitors.
Ms Nongchanok said the company intends to open six new branches of varying sizes across the country next year.
Additionally, it plans to introduce smaller-scale The Coffee Club branches, such as the one at The Park complex on Rama IV Road slated to open on Jan 10 next year. The company also aims to set up more kiosks in office buildings. The investment for each restaurant ranges from 2-8 million baht, depending on the size of the outlet.
"With lessons learned from the pandemic, we will no longer speed up our expansion. We want to grow our business sustainably by increasing the number of customers on a daily basis," Ms Nongchanok said.
Sales are expected to grow by 15% next year from an estimated 700 million baht this year.
The company reported sales in the first 10 months this year grew by 40% from the corresponding period last year. The growth was attributed mainly to the opening of four new branches (two in Phuket and two in Bangkok) and the renovation of the branch at Bangkok Hospital.
Apart from store expansion, The Coffee Club has refreshed its menu, presenting a modern, user-friendly design to ease navigation. It has introduced over 10 new food and drink options, including three Thai-style pasta dishes such as spicy sausage pasta and prawn tom yum pasta.
Additionally, the company has heightened the festive atmosphere in its stores and introduced special holiday menus to entice customers.
Furthermore, promotional offers and exclusive privileges are being launched to attract customers to register for membership and utilise The Coffee Club mobile app.
Moreover, the company is concentrating on bolstering brand recognition and engaging potential new customers by establishing new outlets in strategic locations. These outlets will be placed in business districts and popular tourist destinations, offering various concepts, from full-service restaurants with grab & go storefronts to cafe-style shops.
Further initiatives include extensive renovations of existing stores to create a more inviting atmosphere, transforming them into appealing meeting points and local landmarks.