Starbucks Plans 600 Thai Locations by 2025
Starbucks plans to expand to 600 locations across Thailand by early 2025, targeting the country's 65 billion baht coffee market with new menu items like Durian Dream Frappuccino and enhanced digital ordering services.
Starbucks Thailand is advancing a four-part strategy to tap into Thailand's 65 billion baht coffee market, targeting 600 store locations by early 2025 while accelerating menu innovation, digital expansion, reinforcing its leadership in quality and customer experience, and pursuing growth alongside community and environmental stewardship despite economic headwinds and volatile coffee bean pricing.
On July 15, 2024, Netranapa Srisamai, Managing Director of Starbucks Thailand, unveiled the company's 2024 business vision and direction. Starbucks has operated in Thailand for 28 years and remains confident in the market's growth potential. The company views itself not merely as a coffee shop brand but as one that grows alongside customers, partners, and communities, committed to delivering superior consumer experiences while creating positive social and environmental impact.
Starbucks sees opportunity in Thailand's growing coffee industry. Ministry of Commerce data shows the Thai coffee market is valued at approximately 65 billion baht and growing about 8 percent year-on-year, supporting the company's continued expansion and new product development.
For 2024, the company has set four core strategies: product innovation, digital channel expansion, reinforcing leadership in quality and store experience, and growth paired with care for people, communities, and the environment.
On innovation, Starbucks is continuously developing new beverages and products across both coffee and non-coffee categories to serve diverse consumer tastes, with an emphasis on fruit-based drinks that align with Thai preferences. New launches include the Durian Dream Frappuccino, featuring durian, and the Iced Shaken Thai Milk Tea with Egg Custard Pudding—developed specifically for the Thai market and available with or without pudding. The company is also introducing more affordably priced options to encourage trial without compromising quality.
Starbucks is differentiating itself through merchandise, which has driven significant sales growth, and through collaborations with global brands such as Harry Potter collections, which have been well-received.
Srisamai highlighted the digital strategy. Since COVID-19 accelerated changes in consumer behavior, Starbucks developed a comprehensive Digital Ecosystem beyond just the Starbucks Rewards loyalty program. The app now supports advance ordering, in-store pickup, home delivery, table service, meeting room reservations via LINE Official Account, and the Starbucks LINE Gift service for sending gifts and beverages on special occasions.
Starbucks Rewards currently has over 1.9 million members, and the company will continue enhancing digital payment options and services while expanding partnerships with delivery providers and e-commerce platforms.
Srisamai emphasized that quality remains central to operations—from product development and operations to store design and environmental management—with Starbucks stores prioritizing eco-friendly materials.
