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Starbucks Thailand plans a massive expansion, adding 335 new outlets by 2023, according to the Bangkok Post. This strategic initiative is in line with the company's commitment to drive growth in vibrant Southeast Asian markets, reflecting Starbucks' confidence in Thailand's economy and coffee business prospects. The expansion will include Starbucks Reserve, Drive-Through stores, and a focus on Greener outlets.
This move reflects their confidence in Thailand's economy and long-term prospects. Starbucks sees Thailand as a strategic market in Southeast Asia and remains optimistic about the future of the coffee business in the country.
To achieve its eight-year business plan, Starbucks will open stores featuring the Reserve and Drive-Through formats. In addition, they will focus on sustainability by opening more Starbucks Greener stores and cashless outlets. One notable example is the recently upgraded Starbucks Reserve Chao Phraya Riverfront at Iconsiam, which now includes a second Community store. These stores will operate on a profit-sharing model, supporting Starbucks' global commitment to establishing 1,000 Community stores worldwide by 2030.
Moreover, Starbucks Thailand has adapted to the challenges posed by the COVID-19 pandemic by opening more drive-thru stores, which will remain a crucial focus even as infections recede. Currently, there are 56 Starbucks drive-thru stores in Thailand, and the company expects this number to reach approximately 100 in the future.
Not limited to expansion plans alone, Starbucks is also investing in sustainability initiatives. Recently, they announced the opening of a new sustainability learning and innovation lab at Hacienda Alsacia, Costa Rica. This lab will provide hands-on and virtual learning opportunities for Starbucks partners, employees, students, researchers, and industry leaders to create and scale sustainable offerings.
With these strategic plans and investments, Starbucks Thailand is poised to further enhance its presence and contribute to the growth of the coffee industry in Thailand.
Photo: Angelica Reyes/Unsplash
