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Sunday, February 25, 2024

“The Coffee Club” sees continuous growth in 2022, with three strategies to win the heart of its customers: exclusive menu, store expansion, and VIP members, to reaffirm its position as an all-day dining café for Thai and foreign customers

The Coffee Club unveils its 9-month performance in 2022 which has seen continuous growth, reaffirming its position as an Australian all-day dining café with the concept “Great moments in everyday”. It continues to expand its customer base, both Thai and foreign, through three strategies: “Winning in Coffee & Breakfast Credentials” to highlight its expertise in Australian-style coffee and large variety of all-day breakfast menus, “Winning in Experience” to offer great dining experiences through new dishes throughout the year,

with festive items to stimulate the sales, while also expanding its formats to meet different needs, and “Winning in VIP Member” to create a positive impression on The Coffee Club members with marketing campaigns and members-only offers. The Coffee Club is confident that it can cater to its customers’ needs and aims to achieve a 60:40 customer base ratio between Thai and foreign customers, while the overall growth for 2022 is projected over 150%.

Mrs Nongchanok Stananonth, General Manager of The Coffee Club; a subsidiary of The Minor Food Group Pcl., said that over the past three quarters of 2022, The Coffee Club has followed its marketing strategies to focus on its strength as the #1 all day dining café in Australia and making it more relevant to Thai consumers. The concept is “Great moments in everyday”, offering over 100 menus of various appetizing sweet and savoury dishes along with beverages. Its service adheres to high standards and meets lifestyle needs of its consumers at reasonable and accessible price points. At the same time, it continues to expand its locations and introduce new business models, such as food trucks and kiosks, to build brand awareness and expand its Thai customer base.

“Over the past several months, The Coffee Club has seen positive signs after COVID-19 prevention measures have been relaxed. Our brand is moving forward to grow our business in all our 35 locations. In the first three quarters of 2022. Factors of our success were development or new menu, such as signature Breakfast Credentials and Coffee Credentials, to make our offerings appeal to our customers more. Our brand also attracts consumers by offering food and beverages in a relaxed atmosphere in an all-day dining style, which in marketing terms has helped us become more relevant to modern consumers’ lifestyle,” Nongchanok said.

In the last quarter of 2022, The Coffee Club sees more opportunities for growth, as the COVID-19 situation has improved, and the country has fully reopened. It has planned three strategies to drive consumer engagement with the brand, reaffirming its position as a leading Australian all-day dining café for Thai and foreign customers.

  • Winning in Coffee & Breakfast CredentialsWhat has made The Coffee Club world-famous over the past three decades is its coffee, guaranteed by the Golden Bean Awards from Australia three years in a row. Every cup of coffee at The Coffee Club is made with premium coffee beans, while all ingredients are high in quality. The service also follows Australian standards. Towards the end of this year, two new fruity coffee beverages will be introduced, namely Espresso Coconut and Espresso Soomjeed, for customers to experience delicious and unique flavours. There will also be drip coffee options for customers to try. The highlighted All-day breakfast served in Thai and Western styles are also presented all day long to cater to customers’ lifestyle and preference for delicious and healthy indulgence.
  • Winning in Experience: There are always new food, desserts, bakery, and beverages to meet the needs of its customers. The design of the place is also updated to be more contemporary, while new branches are introduced in tourism areas. At the same time, grab & go shops, 30 – 40 square metres in size, will come with a new concept that is simple but unique, true to its Australian café personality, offering coffee beverages and pastries to cater to customers seeking speed and convenience. The first grab & go shop will open at Jungceylon Phuket, and more shops will open later on. By the end of 2022, there will be 39 locations of The Coffee Club nationwide.
  • Winning in VIP Member: To keep its existing customers and expand to new customers, The Coffee Club offers special privileges to its members, such as special offers when adding value to The Coffee Club Gift Card or the wallet in The Coffee Club Thailand, get free vouchers worth up to 1,200 baht to be used on food or beverages at The Coffee Club. VIP members can also get free 1 beverage by downloading The Coffee Club’s application. The Limited-edition of kangaroo and koala dolls, symbols of Australia, are also offered as a gift to customers and members only from November – December 2022. By the end of the campaign, The Coffee Club aims to have estimated 100,000 members.

With the aforementioned strategies, The Coffee Club will certainly offer a complete food and beverage experience to meet the needs of Thai and foreign customers, for dining in, to go, or delivery. The Thai and foreign customer ratio is expected to be 60:40, and the growth for 2022 is expected over 150%, reaffirming its position as an all-day dining café and life hub with a wide array of food and beverages for everyone and every occasion, according to Nongchanok.

For more details, contact the Public Relations team of  The Coffee Club at 02-365-6999, Facebook  https://www.facebook.com/thecoffeeclubthailand  or website https://thecoffeeclub.co.th/

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