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Coffee Club doubles sales despite Thai troubles

Coffee Club doubles sales despite Thai troubles article image
Australian cafe group The Coffee Club has more than doubled its revenue in Thailand since opening in the troubled nation 15 months ago. With its fifth store to open in Koh Samui’s Chaweng Beach in July, The Coffee Club has added 80 team members and increased revenue by more than 80 percent in the past quarter. "A number of factors are contributing to The Coffee Club’s success here. Firstly, Thailand has a maturing coffee culture, so our hope is that we educate local and international customers about what excellent coffee truly is," said The Coffee Club’s Thailand general manager Michael Chick. "Secondly, our customer base is very location-specific; places like Phuket predominately attract tourists whereas The Coffee Club Pattaya attracts a combination of tourists, expats and local Thais. With this in mind, it has been crucially important to show an understanding of the local community and adapt to their needs." The business intends to have seven stores in Thailand by the end of 2010, thanks to the 50 percent stake it sold to Asia-Pacific hospitality giant Minor International last year, which has seen The Coffee Club expand into New Zealand (30 stores) as well. "The partnership with Minor International has been the key to The Coffee Club’s international success. We are currently looking at appointing master franchises in Vietnam, Bahrain, Mauritius, New Caledonia and Dubai before the year’s end. Thailand’s strong launch is testament to the global market for a relaxed place to meet family and friends," said John Lazarou, director of franchising for The Coffee Club.

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