ALEXANDRIA, Va.—Starbucks Thailand will open 90 new locations in the country, reports Bangkok Post. The company will open 30 stores every year until 2024 and will focus on expanding its digital platform channels, adding more drive-thru locations and introducing novel beverages.
Nednapa Srisamai, MD, of Starbucks Thailand, told the Bangkok Post that the brand’s well-known profile in the country created an opportunity to expand the network. While a major regional tourist destination, Thailand is also home to a coffee-drinking culture.
Starbucks Thailand opened its first store in July 1998 and was acquired under the joint venture between Dairy Farm subsidiary Maxim’s and Singapore-headquartered Fraser & Neave in 2019 in a deal valued at US$500 million.
Last year, the company opened Starbucks Reserve Chao Phraya Riverfront, located at IconSiam in Bangkok, the largest store in the region.
Starbucks also partnered with Grab to launch Starbucks Rewards, aiming to enhance the customer experience and increase its digital presence in Southeast Asia’s six largest markets—the Philippines, Thailand, Singapore, Malaysia, Indonesia and Vietnam.
Though the expansion of Starbucks Thailand will increase its consumer reach in country, the number of Starbucks stores will still lag the 3,000+ Café Amazon locations operating in Thailand. Café Amazon is the world's sixth-largest coffee chain.
See and learn more about the Café Amazon journey at the 2023 NACS Convenience Summit Asia, February 28-March 2 in Bangkok. Be sure to check out www.convenience.org/CSA for more information and updates.