Inthanin Expands to 1,400 Branches with Local Coffee Shop Identity
Thai coffee chain Inthanin plans to expand from 1,200 to 1,400 branches by 2027 by letting franchisees tailor stores to local communities while maintaining quality standards. The "one standard, many identities" strategy positions coffee sho
Inthanin is advancing its franchise network expansion, aiming to grow from approximately 1,200 branches to 1,400 branches by 2027, pursuing quality growth under the concept of "one standard, many identities." The brand is enabling franchisees to apply their understanding of local context and regional character to store design and customer experience that meets the needs of consumers in each region, while developing flexible franchise formats suited to each location's potential to create distinctive, commercially viable branches.
Niphaporn Chakrapituk, managing director of Bangchak Retail Company Limited, stated that Inthanin's future growth will not be measured by branch count alone, but will emphasize quality and development alongside business partners. "We are opening opportunities for franchisees to bring their understanding of local context and help create store design and experiences suited to consumers in each community, while Inthanin maintains product and service standards to ensure each branch can differentiate appropriately for its area while keeping the brand standards and consumer trust intact," she said.
This approach aligns with changing consumer behavior, as coffee shops now serve functions beyond beverage sales—they are spaces for work, meetings, and socializing. Interior design and customer experience have become key decision-making factors. Inthanin recognized this importance and is enabling branches to develop formats responsive to local context and market needs. A case study exemplifying the "one standard, many identities" concept is the Inthanin branch at Bangchak 3H Petroleum service station in Songkhla province, which emerged from a franchisee's vision to transform a roadside rest stop into a destination attracting local customers, inter-provincial tourists, and foreign visitors.
Orawan Tanwimolrat, entrepreneur operating the Inthanin branch and Bangchak 3H Petroleum station in Songkhla, explained: "We view today's coffee shop as more than a beverage service point—it is a retail business that must create value from both customer needs and the location's commercial potential. We emphasize clear market positioning of the cafe through space design and incorporating local identity into the venue's value proposition, creating a destination that gives customers reason to visit intentionally. Working with Inthanin gives us access to product and beverage quality standards, management support systems, and the brand's marketing expertise. Combined with our understanding of the local context, this helps us develop a business model that answers market demands and has potential for long-term growth."
When the business concept was translated into concrete form, design began with local stories of Koh Yo island and the lifestyle along Songkhla Lake before being rendered as modern architecture, from building form to interior details. Traditional fishing elements were adapted into design work, while the interior lighting drew inspiration from the lights fishermen use for night fishing, allowing the exterior and interior details to create atmosphere and tell human stories tangibly.
