Copper Crown set to expand Staff Coffee in SE Asia

About 80 per cent of the budget will be invested in the expansion of coffee facilities such as new roasting machines and a syrup production line. The rest will be invested in the expansion of its coffee-house locations to 50 branches by 2018.
At present, Staff Coffee has 12 branches in downtown areas, mostly in office buildings.
Chulawan Pongsuthimanus, managing director of Copper Crown Co, said the company exported coffee beans, syrup, puree, and canned coconut to China and Asean markets.
“In 2016, our plan is to extend our exports to new markets such as the Middle East and the US. Copper Crown’s revenue is expected to reach Bt100 million this year, mainly from coffee business, and 20-30 per cent from non-coffee business and exports,” she said.
The first Asean country outside Thailand to get a Staff Coffee shop is expected to be Myanmar. “We are now finalising a joint venture with a local investor,” Chulawan said.
Copper Crown is a full-scale coffee industry with high-quality products and expertise in beverages for every customer group, it says. Now it is ready to branch into bakeries.
 Chulawan said Copper Crown was a total coffee-solution company, offering everything from coffee beans to coffee machines and syrups. Its production line covers everything from upstream to downstream, which means it is able to offer high-quality products at a reasonable price.
Copper Crown sources coffee beans from natural sources in the Northern region of Thailand, using |the contract-farming method to educate farmers about storage and processing of the beans, applying international practices and standards. It says its coffee is flavourful and unique, offered at a reasonable price.
The company has expertise in the field and is willing to support both business clients and individual customers.
 “About 80 per cent of our business is from coffee products, including coffee beans, ground coffee, syrups, coffee machines and coffee shops under the name Staff Coffee, which now has 12 branches. The other 20 per cent are non-coffee and other beverage products, such as canned coconut juice.
“Recently, it is working on branching out to other business lines such as coffee-shop franchising, beverage exports to China and the Middle |East, shortbread, and frozen
 pastry puffs for bakeries and coffee shops that want ready-made |products and want to reduce waste from ordering fresh baked goods,” she said.
 The company will also expand|its coffee-shop franchising business under a new brand, which will |be launched in the first quarter of 2016. The highlight is the low cost and the company’s support in |business-management knowledge and cost-management techniques, which are typically weaknesses of small and medium-sized enterprises. With the company’s expertise, business operators can ensure growth and sustainable profits, it says.
 It plans to expand to 50 branches within three years, though the company is in no rush to expand. The shops are in both kiosks and seated coffee shops, offering fast service for office workers.
The company says it is ready to pass on its expertise through workshops and seminars to educate baristas and coffee lovers. There will also be other relevant workshops such as on bakery and pastries to help people expand their business and generate more income.
“Coffee-consumption behaviour in Thailand has changed. In the past, Thai people liked rich and sweet coffee, but now they want natural and real flavours,” Chulawan said. “We adapt our products to meet the market’s preference and put in new ideas to create uniqueness that will help boost our sale.
“New drinks will be introduced |at Staff Coffee, one new drink per quarter. In the recent Vegetarian Festival, we used imported soy-milk powder from America to replace |fresh milk, and it was so very well received that we decided to keep it in our menu.”
She added that the company would also branch out to bakery business next year. It will launch a shortbread brand that will be different from other brands. The shortbread will be baked fresh for customers to see, and the aroma will invite passers by to come and look. Currently, it is in preparation stage, and will be ready by March.
It will also introduce frozen puffs, which can be used to make many types of pastries, targeting mini-factories and premium home-made outlets such as restaurants, coffee shops, hotels, and bakeries. They can use the ready-made puffs to bake and sell. |It is planned as a business-to-business model and will launch early next year.