Coffee cafe/The Coffee Club

The Coffee Club launched a new model

Editorial staff

The Coffee Club, a food brand under Minor Food Group, has launched The Coffee Club, Bite & Blend, to cater to urban dwellers seeking diverse, healthy on-the-go food alternatives with convenience.

The Coffee Club, Bite & Blend, concept was first launched on the ground floor of Central Park in Silom Intersection before rolling out at select locations. The move is a part of its efforts to explore new market opportunities and enhance sustainable sales long-term.

The Coffee Club, Bite & Blend shop is the latest "grab & go" model for The Coffee Club. It has a store size of 25 square meters, offering quick and healthful food and drink options. Their highlight menu is paninis and refreshing drinks made with coffee, smoothies, and cold-pressed juices, priced affordably between 109 baht and 249 baht.

The main target group of The Coffee Club, Bite & Blend, is urban dwellers looking for convenient food with familiar yet unique flavors, as well as working professionals, students, young people, and customers who want to try new menu items in a fun and uncomplicated way. We want Panini to be more than just a western sandwich but a menu item perfectly adapted to the tastes of Thai consumers.

This also responds to this new target group, who have more selective spending habits. They are not just looking for good-value products but for brands with character and uniqueness that meet their lifestyle needs.

“We got better than expected feedback from customers, from the menu and product packaging to the overall experience. Though many alternative grab & go foods are available in the market, there's still a gap for The Coffee Club, Bite & Blend. The Coffee Club, Bite & Blend isn't just a Grab & Go shop where customers stop by, but a brand they think of for various occasions throughout the day—breakfast, lunch, work breaks, or box sets when meeting,” Nongchanok Stananonth, general manager of The Coffee Club, told

The offering of The Coffee Club, Bite & Blend shop is apart from the typical ready-to-eat food market because it does not just sell convenience but a more complete experience—deliciousness, freshness, beverage quality, and a healthy, accessible feeling. This also aligns with The Coffee Club's strong identity in food, beverages, and coffee, which are fundamental to the brand.

“Adapting popular The Coffee Club menu items like The Breakfast Club or All Day Steakhouse fillings into paninis allows us to connect with our existing customer base who are familiar with the brand's flavors. At the same time, developing flavors that are easily accessible to Thai consumers, such as shredded pork with chili paste or banana caramel cheese, is a key aspect of our brand. This helps make the concept more locally relevant," she adds.

Mrs. Nongchanok said that she chose to launch its first branch at Dusit Central Park because it is a location that clearly reflects the urban lifestyle in terms of working professionals, city dwellers, tourists, and consumers living in the heart of the city. Therefore, this location is ideal for launching a concept that emphasizes convenience, speed, freshness, and a contemporary image. Furthermore, choosing this location allows us to test the model with the customer segment that best matches the concept, considering their purchasing behavior, frequency of use, and response to the new menu.

Apart from menu offerings, the brand image has been refreshed to look more fun and vibrant through a refreshed logo, colors, and packaging. This is a significant step in expanding The Coffee Club's customer base to reach more young people, especially Gen Z and young urban consumers who value taste, convenience, brand image, and shareable experiences.

The refreshed logo, colors, and packaging make the brand more fun, vibrant, and contemporary while maintaining The Coffee Club's quality and credibility.

The Coffee Club, Bite & Blend shop will be available for 3 months as an excellent testing ground for new products, new menus, and new ways of communicating with new customer segments. If any menu item or concept receives a positive response, it has the potential to be further developed in The Coffee Club's main branches in the future, whether it's certain panini items, specific beverage groups, or packaging and branding approaches that make the brand appear fresher and more accessible.

Also, it plans to open 4-5 branches of the Bite & Blend model in new locations such as office buildings, central business district shopping malls, mixed-use spaces, and high-traffic areas where customers seek high-quality grab-and-go options. It also adds 4-5 branches of original concept stores this year.

“From a business perspective, we expect this model to be another growth platform that complements The Coffee Club's portfolio and continue our long-term growth,” Mrs. Nongchanok said.