Starbucks Thailand aims to operate 600 stores by early 2027. The company plans to open additional branches in provincial areas, including major cities, particularly tourist destinations and smaller cities.
Nednapa Srisamai, managing director of Starbucks Thailand, said Bangkok's café market has become more saturated, with a high concentration of both local and international coffee shop brands continuing to open new stores.
At present, the company operates 574 stores, with about 65% located in Bangkok. Starbucks Thailand typically opens around 30 stores a year, she noted.
She added that economic uncertainty has led the company to adopt a more cautious approach to business moves. The company will remain prudent in its investment and product offerings for the local market.
She said the company has observed coffee bean prices fluctuating at levels around 20-30% higher than the previous year, while matcha prices have increased by up to 50%.
Regarding consumer behaviour, she said customer demand has become more diverse.
The company also continues to expand its non-coffee product range to cater to a wider range of consumers. While coffee remains its core offering, Starbucks Thailand has introduced beverages mixed with fruit juices, which also help leverage the country's fruit supply.
The company has also introduced drink offerings starting at 95 baht to attract customers who may not be familiar with the Starbucks brand.
