Thursday 10 October 2024 – Caltex is driving non-fuel retail business expansion, partnering with an affiliate of Aroma Group, the owner of “Chao Doi” coffee brand, to compete in the service station coffee shop segment. The partner plans to bring to the market “Chao Doi” Coffee, highlighting careful selection of raw materials to the production of high-quality roasted coffee and unique brew served at Chao Doi at a reasonable price. The partnership is targeting to expand Chao Doi coffee shops to 200 branches of Caltex service stations throughout Thailand within 5 years.
Sompratana Chermsirivatana, Vice President, Retail Business Development, Star Fuels Marketing Limited (SFL), a subsidiary of Star Petroleum Refining Public Company Limited (SPRC) and the exclusive licensee of Caltex fuels in Thailand, said “Caltex strives to achieve its growth targets and intensely accelerate our network expansion including our non-oil retail business to cover more of our nationwide network. There are currently about 528 service stations in our Caltex station network. The number of non-oil retail outlets now covers 80% of our Caltex station network which we plan to increase to 85% of our network within 2025. We recognize the importance of continued excellent product and service development to deliver memorable experiences to customers.”
“The expansion of partnerships with diverse non-oil retail businesses is one of our key focus areas to strengthen our one-stop fuel service station. We are pleased to partner with K.V.N. Import Export (1991) Co., Ltd., the owner of “Chao Doi” coffee brand and an affiliate of Aroma Group, to launch “Chao Doi” coffee shops at Caltex service stations. Aroma Group is Thailand’s leading provider of roasted and ground coffee operating the entire value chain from the cultivation and production process to the consumption of the products. In addition, the company employs a team of experts to provide business consultancy and training, as well as runs Chao Doi Academy to train baristas and staff members. Due to this, we are confident that Chao Doi coffee shops at Caltex service stations will be able to deliver joyful experiences both in terms of high-standard services and unique aromatic coffee beverages to our motorists.”
“We have recently elevated the partnership to expand the number of “Chao Doi” coffee shops at Caltex service stations as well as to plan future co-promotion campaigns. This creates an opportunity to broaden the existing customer base and grow Caltex’s non-oil retail networks. Service station coffee shops continue to be in high demand and have continuous growth potential”, concluded Sompratana.
Meanwhile, Kijja Wongvaree, Executive Director of Aroma Group, which has K.V.N. as its affiliate and the owner of “Chao Doi” brand, said “Chao Doi Coffee’s presence in Thailand has been established for over 20 years with over 250 branches both in and out of service stations across Thailand. Chao Doi Coffee’s strength lies in its unique taste and our flexibility in business operation. This is due to the fact that our group encompasses an integrated value chain, from the selection of coffee beans from quality sources roasted to Chao Doi’s special recipe, distribution and manufacturing of raw materials such as tea and cocoa powder to Chao Doi franchise shops to the coffee academy’s establishment and standardized franchise system. Thus, Chao Doi has continuously developed its products to satisfy consumers’ changing needs. Chao Doi places high priority on the flavor of our beverage and to ensure the same Chao Doi standard served in every cup, our coffee recipes and equipment are standardized at every branch.”
“Partnering with Caltex is considered a major step for the brand to create more business opportunities for Chao Doi Coffee. We are very pleased with this partnership as Caltex is a global fuel product brand renowned for its superb quality. We are confident that the partnership will complement the strengths and potential for Chao Doi coffee shop and for Caltex stations. There are currently 38 branches of Chao Doi coffee shops at Caltex service stations nationwide and we target to increase to 200 stations within 5 years in order to widely cater to the consumers’ demand in all service areas. Following this announcement, we will focus on opening more Chao Doi coffee shops at Caltex service stations. Customers will experience customized Chao Doi coffee shops designed to match customers’ requirements in each area. Moreover, “Chao Doi Full Flavored” coffee shop models will be made available with an emphasis on specialty coffee from Thai and international beans. The outlet will provide added varieties of coffee and beverages that can be paired with dishes on offer. In addition, we have specially created an exclusive new drink menu available only at Chao Doi coffee shops in Caltex service stations.”
“Aroma Group and our affiliates strive to develop new products to serve market requirements in line with growing coffee consumption demand in Thailand. This aligns with a statistic indicating that coffee consumption by Thai people has recently increased. Despite strong competition, the service station coffee shop business continues to gain more popularity. Therefore, we have to be prepared to adjust and adapt to changes while maintaining the commitment to sustainably and creatively promote the Thai coffee industry”, concluded Kijja.
