Coffee/Starbucks

Starbucks expects to reach 600 stores by 2027

Editorial staff

Starbucks Thailand expects its store number to reach 600 early next year.

Nednapa Srisamai, Managing Director of Starbucks Thailand, said that Thailand remains one of the most promising coffee markets in the Asia-Pacific region and stands strong amidst market changes. According to the Department of Business Development, Ministry of Commerce, the Thai coffee market was valued at 65 billion baht in 2024, up 8% over the previous year, in line with evolving consumer behavior.

With this, the company will continue to expand its coffee business in Thailand, expecting the total number of Starbucks stores to reach 600 early next year, up from the current 574 branches. Of which the total, 65%, is in Bangkok and the remaining 35% is up-country. The 26 new Starbucks stores to be opened from now till next year will prioritize opening in upcountry and tourist destinations. At present, there are still 25 provinces across the country without a Starbucks.

“We put more focus on up-country because the density of coffee cafes in Bangkok is high. We see more opportunity in the up-country in particular, second-tier and tourist destinations where our presence is in demand,” she said.

Nednapa Srisamai, Managing Director of Starbucks Thailand

Currently, Starbucks has 574 branches, 65% of which are in the provinces, leaving 25 provinces still lacking branches. The company aims to have 600 branches in Thailand by early 2027.

At present, coffee beverages remain Starbucks' core menus, and the company also plans to add more non-coffee menus with innovation and accessible prices as customer alternatives, responding to more dynamic demand.

“Given the market uncertainties, we are taking a more cautious approach on investments and introducing new products to the market,” she said.

She adds that the cost of coffee beans has increased by 20-30% and matcha raw material by 50% last year; therefore, the company decided to adjust matcha beverages by 5 baht per cup two months ago. However, the company has no plans to adjust the price of its coffee menu this year.

Starbucks has expanded its business into Thailand for 28 years. According to data from the Ministry of Commerce, Starbucks revenue was over 10 billion baht in 2025 with profits of over 1 billion baht.

Starbucks Thailand will continue its expansion in Thailand, announced this year via four core pillars: locally relevant product innovation, digital customer engagement, quality-driven market leadership, and strengthening local communities.

The announcement reflects the company's confidence in the Thai coffee market.

Ms. Nednapa said, “Thailand remains one of the most promising coffee markets in the Asia Pacific region, and its resilience speaks for itself. Consumers here are more discerning than ever, making choices based on overall brand experience, value, and what a brand stands for. Our strategy is both locally grounded and globally informed, focused on developing experiences that resonate authentically with Thai consumers, investing in platforms that strengthen long-term relationships, and ensuring our growth contributes meaningfully to the communities and coffee ecosystem we are part of."

Locally relevant innovation

Starbucks Thailand's product development strategy is driven by a commitment to offerings that reflect genuine understanding of Thai consumer preferences, culture, and identity, bridging local flavor profiles with Starbucks' global standards of quality and craftsmanship.

The Palm Sugar beverage series demonstrated the commercial strength of this approach, generating strong consumer response and validating the appetite for culturally anchored menu development.

Building on this, Starbucks will introduce a Durian-inspired beverage, further extending its portfolio of Thailand-exclusive offerings that celebrate the country's culinary heritage.

In response to growing consumer demand for value, Starbucks has introduced beverage options such as Starbucks Es Yen and Iced Shaken Chocolate, offering greater choice at attractive price points while maintaining the premium quality, craftsmanship, and coffee experience Starbucks is known for.

Following its global debut, Starbucks Aerocano was first brought to Thailand at World of Coffee Bangkok 2026, reinforcing its standing as a high-priority innovation market within the global Starbucks network. This introduction highlights a local consumer base that is both receptive to and influential in shaping new product directions.

Starbucks is also expanding its food offerings across all dayparts to increase visit frequency, grow average transaction value, and reinforce its stores as versatile destinations for work, rest, and social connection throughout the day.

Continue creating meaningful customer experiences.

Starbucks continues to introduce exclusive collaborations that strengthen emotional connections with customers. The limited-edition Starbucks l POP MART MOLLY collection brings together Starbucks and POP MART's iconic character, MOLLY, through exclusive beverages, drinkware, and lifestyle merchandise. The collaboration reflects Starbucks' strategy of creating culturally relevant experiences that extend beyond coffee, inspiring moments of joy while deepening customer engagement with the brand.

Starbucks Rewards remains central to the company's digital strategy. Year-on-year growth in membership and transaction volume reflects its effectiveness in driving repeat purchase behavior and deepening brand affinity while serving as a strategic asset for customer lifetime value and sustained customer engagement.

The company has strengthened its off-premises capabilities through mobile order & pay and delivery partnerships with Grab and LINE MAN, extending its reach while keeping customers integrated within the Rewards ecosystem. Digital transactions now represent a growing proportion of total sales, in line with broader shifts toward consumer convenience and flexibility.

Underpinning this is the company's use of data analytics to better understand individual customer behavior, enabling Starbucks to move toward hyper-personalized engagement and deliver targeted offers and experiences that strengthen long-term retention.

Sustaining market leadership through quality and differentiation

Starbucks maintains its leadership through an uncompromising commitment to quality at every customer touchpoint, from supporting coffee farmers and precision roasting to barista training and service standards.

The brand's role as the "Third Place," a welcoming space distinct from home and the workplace, remains highly relevant as hybrid working continues to shape daily routines. Starbucks stores are designed to serve as productive, comfortable, and socially connected spaces throughout the day.

Sustainable Growth and Community Impact

Starbucks Thailand measures success not only through financial performance but also through the positive impact it creates for people, communities, and the environment.

Starbucks Thailand currently operates coffeehouses that are verified for energy, water, and waste reduction practices. These coffeehouses incorporate rigorous internal standards, developed with the World Wildlife Fund and SCS Global Services, designed to help reduce energy use, water use, and waste. Reflecting a long-term commitment to waste reduction, customers have used personal cups on 36 million occasions since the company began tracking this practice in its operations in Thailand; combined with for-here ware, Starbucks has avoided over 41 million single-use cups to date.

Starbucks' 23-year collaboration with the Integrated Tribal Development Foundation (ITDF) has directed over 25 million baht toward community and farmer support programs, more than 9.9 million baht of which was generated through its 3 community store locations at Langsuan and the Iconsiam complex in Bangkok and its branch in Mae Rim, Chiang Mai province.

Starbucks also announced a 3-year Coffee Farm Exchange Program with ITDF to help northern Thailand's coffee farming communities adapt to climate change. The program brings an agronomist from the Starbucks Farmer Support Center in Sumatra, Indonesia, to work with local farmers on model agricultural plots that improve productivity, build climate resilience, and support the long-term sustainability of Thailand's coffee supply chain.