NESCAFE Enters Out-Of-Home Coffee Market with Launch of NESCAFE HUB @BTS Chidlom

General Press Releases Tuesday July 3, 2018 13:26
Bangkok--3 Jul--ABM
First-ever Fresh Roast & Ground Coffee Offer from NESCAFÉ with Many Other Cafe Models to Follow

NESCAFÉ announced it is entering Thailand's 26-billion-baht out-of-home coffee market with today's opening of the first NESCAFÉ HUB at BTS Chidlom station. This is the first time ever that NESCAFÉ is offering fresh roast and ground coffee, known locally as "Kafe Sod," to Thai coffee lovers. Part of NESCAFÉ's new out-of-home business model, NESCAFÉ HUB will be followed by many more NESCAFÉ out-of-home cafes in a variety of models.

At NESCAFÉ HUB, BTS commuters will enjoy a "Kafe Sod" experience with Cafe and Signature Menus made from 100% Colombian Arabica beans specially imported into Thailand. 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. Its unique concept and design are inspired by NESCAFÉ in Japan. Last year, the number of NESCAFÉ cafes in Japan across different store formats and business models grew by 150%, and they serve over 16 million cups per year.

Thailand's out-of-home coffee market has evolved rapidly over the past few years, reaching an approximate market value of 26.7 billion baht, with 8% growth in 2017. Specialty coffee shops and cafes are highly popular with Thai consumers, with a market value of 17 billion baht and 15.7% annual growth. Coffee sales at Thailand's transit hubs account for over one billion baht per year. Most Thai consumers now want a premium, indulgent, and pleasurable coffee experience, with artisan sophistication that is natural and authentic, even when they are on the go.

Mr. Vladislav Andreev, Business Executive Officer – Coffee and Creamer Business Unit, Nestle (Thai) Ltd., 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."

"As the world's coffee expert, NESCAFÉ knows what today's sophisticated coffee lovers desire, which is why we are offering a 'Kafe Sod' experience for the first time at the NESCAFÉ HUB@BTS Chidlom. 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," continued Mr. Andreev.

Mr. Suphavat Khamijoun, Business Development Manager – Coffee and Creamer Business Unit, Nestle (Thai) Ltd., added, "NESCAFÉ HUB @BTS Chidlom is truly our first fresh Kafe Sod experience, with design and decor inspired by the NESCAFÉ Flagship Store in Tokyo's Harajuku district. At NESCAFÉ HUB, we appeal to office workers, shoppers, diners, tourists, expats, students, and parents by differentiating our offer to coffee lovers with 100% imported medium-roasted Colombian Arabica beans, a great cup of coffee at just the right price, a third wave mood and feel with an experiential corner offering nitro-on-tap coffee, and our signature menu including Cha-Ka-Fe, Cafe Mojito, and Lavender Bliss."

With its unexpected source of inspiration, Cha-Ka-Fe is a popular menu item among Nestle staff at the Experiential Cafe at the Nestle (Thai) office. It combines refreshing iced lemon tea with a shot of Espresso made from 100% Arabica beans, topped with foam and slice of lemon for an uplifting cafe experience like no other. Cafe Mojito is inspired by one of the best-known cocktails, the mojito, with a refreshing aromatic twist from fresh mint and lime for a lighter, more invigorating drink. Lavender Bliss is a sparkling lemon tea-based drink that balances the taste of lemon tea with butterfly pea, a popular Thai herb, and is sweetened with honey instead of syrup for a healthier, refreshing soda.

"As part of our Signature Menu, we proudly present 'Tokyo Express,' a latte coffee inspired by Sawada Hiroshi, the first Asian Latte Art World Champion. It offers the outstanding taste of quality Colombian Arabica beans complemented by the original Japanese charm of Matcha Green Tea, with a touch of Yuzu that provides a refreshing twist for a unique Japanese fusion experience sure to delight Thai consumers this summer. Tokyo Express is available at NESCAFÉ HUB from today until 31 July only. Customers will also enjoy first-rate service delivered by a knowledgeable in-house barista and we will continue to attract coffee lovers by offering a more creative menu over the coming months," added Mr. Suphavat.

The NESCAFÉ HUB launch will be followed by a year-long campaign, signature menus, and collaborations. To support the launch of NESCAFÉ HUB at BTS Chidlom, there will be a showcase featuring World Latte Art Champion Sawada Hiroshi on July 4, 2018. There is also a special launch promotion in which customers can show their employee ID badges to get 10 baht off all menu items from 3 to 31 July, 2018.

Grab a cup of Kafe Sod coffee to refresh yourself today at NESCAFÉ HUB@BTS Chidlom.

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