Starbucks Thailand Targets 600 Branches by Early 2027

MGR Online•Economy•2d ago

Reader Briefing

Starbucks Thailand plans to expand to 600 branches by early 2027 while adjusting prices and diversifying its non-coffee menu.

•Starbucks Thailand targets reaching 600 branches by early 2027.
•Matcha beverage prices were increased by an average of 5 baht per cup due to rising costs.
•The company is expanding its non-coffee lineup, focusing on fruit and tea drinks.
•Starbucks Thailand reported total revenue of over 10 billion baht in 2025.

•Starbucks Thailand increased matcha beverage prices by an average of 5 baht per cup because matcha costs rose by at least 50% and coffee bean costs rose by at least 20% since late last year.
•Starbucks Thailand is expanding its Non-Coffee beverage line, particularly fruit and tea drinks, to respond to market trends.
•Starbucks Thailand currently has 574 branches, with 65% located in provincial areas.
•Starbucks Thailand aims to have a total of 600 branches by early 2027.
•According to the Ministry of Commerce, Starbucks Thailand had total revenue of over 10 billion baht in 2025, growing 3%, with profits of over 1 billion baht, growing 6%.
•Starbucks Thailand is implementing four main strategies: consumer-centric innovation, digital engagement via Starbucks Rewards, quality leadership through the Third Place concept, and community-positive growth.
•Starbucks Thailand introduced the Starbucks Aerocano for the first time in Thailand at the World of Coffee Bangkok 2026 event.
•Starbucks Thailand customers have used personal cups more than 36 million times, helping reduce single-use cups by more than 41 million pieces.

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Netnapa Srisamai

"But coffee drinks are still our main menu, the main revenue proportion, and coffee itself remains a market with potential."

แต่เครื่องดื่มกาแฟ ก็ยังคงเป็นเมนูหลักของเรา สัดส่วนรายได้หลัก ซึ่งกาแฟเองยังคงเป็นตลาดที่มีศักยภาพ

Starbucks(สตาร์บัคส์)ℹ️

A global coffee brand operating in Thailand with a goal of 600 branches by early 2027.

Coffee Concepts Retail Co., Ltd.(บริษัท คอฟฟี่ คอนเซ็ปต์ รีเทล จำกัด)

The company operating Starbucks in Thailand.

Ministry of Commerce(กระทรวงพาณิชย์)ℹ️

The government body providing data on the Thai coffee market and Starbucks Thailand's revenue.

POP MART

A brand collaborating with Starbucks for the MOLLY limited collection.

Grab

A digital platform partner for Starbucks Thailand's ordering services.

LINE MAN

A digital platform partner for Starbucks Thailand's ordering services.

World Wildlife Fundℹ️

An organization that collaborated on the internal standards for energy, water, and waste management for Starbucks Thailand.

SCS Global Services

An organization that collaborated on the internal standards for energy, water, and waste management for Starbucks Thailand.

Netnapa Srisamai(เนตรนภา ศรีสมัย)

Managing Director of Coffee Concepts Retail Co., Ltd. (Starbucks Thailand).

Thailand(ประเทศไทย)ℹ️

The country where Starbucks is expanding its branches and operations.