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First Nescafé HUB opens for coffee-loving commuters at BTS Chidlom

Jul 03. 2018
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By The Nation

Nescafé has announced its entry into Thailand’s Bt26-billion out-of-home coffee market with Tuesday’s opening of the first Nescafé HUB, at BTS Chidlom station.

This marks the first time that the company is offering fresh roast and ground coffee, known locally as kafe sod, to Thai coffee lovers. 

As part of Nescafé’s new out-of-home business model, Nescafé HUB will be followed by many more Nescafé out-of-home cafés in a variety of models.

At Nescafé HUB, BTS commuters will be able to enjoy a kafe sod experience with café and signature menus made from 100-per cent specially imported Colombian Arabica beans, the company said. 

Customers can also enjoy a co-created menu item resulting from an exclusive collaboration with Japan’s Sawada Hiroshi, the first “Asian World Latte Art Champion”. 

Thailand’s out-of-home coffee market has evolved rapidly over the past few years, reaching an approximate market value of Bt26.7 billion, with 8-per-cent growth last year. 

Specialty coffee shops and cafés are highly popular with Thai consumers, with a market value of Bt17 billion and 15.7-per-cent annual growth. 

Coffee sales at Thailand’s transit hubs account for over Bt1 billion per year. 

Vladislav Andreev, business executive officer – Coffee and Creamer Business Unit, Nestle (Thai), said: “Today, Nescafé is changing the game for Thailand’s coffee market with the launch of the Nescafé HUB at BTS Chidlom station to offer fresh roast and ground coffee, or kafe sod, to delight Thai consumers with superior coffee on the go as part of our new out-of-home business model.”

“It’s a hub for coffee lovers; it’s a place where people can connect for an indulgent sensorial coffee experience, and it represents the first of many out-of-home business models to come. Nescafé HUB reflects our business development vision of driving Nescafé to be the solution brand, offering a ‘loved and innovative coffee experience’ for both in-home and out-of-home occasions. 

“We are confident it will become a magnet for coffee lovers who take the BTS to the trendy Chidlom area, and we expect to reach 15,000 commuters daily, with target sales of over 300 cups per day for the Nescafé HUB,” he added.

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