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Signature Blend
The Coffee Club’s Signature
Blend is made from coffee beans from
different selected origins. The beans
are blended and roasted in Sydney be-
fore shipping to The Coffee Club around
the world, including Thailand. “We can
be sure that the quality is ensured by
The Coffee Club Australia. Our popular
Australian menu is the flat white which
contains more milk and easy to drink.
The coffee is not too strong and blends
perfectly well with the Signature Blend to
give a delightful cocoa aftertaste. Piccolo
Latte is also another popular Aussie cof-
worried that our Bangkok branch, es-
fee menu.” pecially the Eakamai branch, won’t get “ Thailand will, one day, host the
Beside quality coffee, The Cof-
fee Club also emphasizes on staff training. as much recognition as we wanted. We World Barista Championship ”
“We believe that, even with great coffee need to communicate with the customer
beans, unskilled barista cannot create more. Our 5 years plan will be focusing
good coffee. It requires a lot of time to on expanding in Bangkok and commu-
train a barista, but we are happy to do it. nicate through social medias. We will be
There is also a monthly accessment on doing bigger campaigns to increase brand
both the machines and baristas to ensure awareness and improve public recogni-
that every cup of coffee here is on the tion.”
same par with Australia.”
The Race For Quality
Target Customer “In the big picture, there are
“We have 2 shops in Bangkok still rooms for businesses to grow. The
and the rest in other provinces. The ma- growth of coffee industry influences
jority of our customers are in the prov- better consumer knowledge and a rapid
inces with 90% of them are tourists, so we development in coffee culture. Thonglor -
get very busy during the high season. In Eakamai is full of indy cafés racing against
Bangkok, 60% of our Eakamai branch are one another to serve better coffee, and
foreigners and 40% are Thai, with differ- that is great for consumers. If this trend
ent group of customer at different time continues, Thailand will eventually be an
of the day. The morning is filled with fast international coffee destination, and will
pace customers while the evening is filled one day host the World Barista Cham-
with customers who want to relax and pionship,” Suwat said and added that, “I
families usually come in the weekends.” want to see more indy café everywhere
The brand has come a long way just like in Melbourne and Sydney, be-
compared to The Coffee Club’s early cause these cafés don’t just offer more
step in Thailand. “While the provincial choices for consumers, but they are a Special Thanks
branches were well received, we were place to share the knowledge as well.” Suwat Kulpaijit, Operation Director
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