Talk to the executives “Inthanin Coffee” to the insights of Thai coffee lovers and marketing guidelines in 2024

30 million glasses is the amount of sales of “Inthanin”, a Thai coffee shop chain. It is the second largest in the country in the year 2023.

With this amount, Inthanin has become a coffee brand. that can rake in over 2,000 million baht in revenue

This represents a growth in terms of sales of 14%.
This is higher than the average of players in the same industry at 10%.

Even though the coffee market in Thailand Full of strong players
and ready to use every strategy Let’s fight each other all the time..

In this article, MarketThink had the opportunity to participate in an exclusive interview.
With Mr. Jay-Prinya Kittikarunjit President and CEO of Bangchak Retail Company Limited (BCR), operator of Inthanin coffee shop in Thailand

What did Inthanin do in the past? To be able to firmly win the hearts of consumers
And in 2024, Inthanin’s marketing guidelines What will it be like?

Khun Jay said that the secret that makes Inthanin able to win the hearts of Thai customers, that is “Delivering a good experience” to customers

Starting from the body “Drinks” where every glass is prepared by employees who have been trained to the same standards.
Make customers confident that Inthanin’s drink Every glass will have the same quality.

By Americano, cocoa, Thai tea, espresso and green tea.
It is Inthanin’s best-selling menu in the past year.

In addition, Inthanin coffee shop Still providing services under the concept of “Homey”, which is intended for Inthanin shops. Become a second home for customers

Starting with the decoration of the shop. to give a warm feeling
Employees have Service Mind in providing services.
Including various facilities to serve customers.

All that has been said They are all important parts. that makes Inthanin Becoming a brand that customers and partners trust

Until it became a coffee shop chain which has successfully exceeded 1,000 branches
of which Up to 75% are franchise branches.

Now, what about next year’s strategy for Inthanin Coffee? How will it be?
Khun Jay said that next year Inthanin It will increase the marketing budget by approximately 30%.
The target group is “New Gen & Young Working Age” (New Gen & Young Working Age).

When the target group is like this, Inthanin must focus on “Online channels,” especially on Instagram and TikTok, are increasing.

The concept that Inthanil has chosen to communicate is “Happy Marketing” that will focus on delivering fun activities through campaigns and new products that are close to the lifestyles of this group, starting from

Collaborating with Khun Noina-Suriya Uthairasamee, a famous artist, to help design 5 characters inspired by Inthanin’s Top 5 best-selling menus:

Nong Aya, a cheerful little girl who loves animals and her friends.
Nong Ami (Ami), Nong Ari (Ari) and the Meow-Woof gang
Little cat Coco (Cocoa)
Ginger the dog
and the tri-colored cat Hazel (Hazel)

By these characters Will be used to create color at every touch point of Inthanin.
and will be used as a component of various campaigns in the future

Inthanin will soon be organizing a campaign to give away Reusable Cups in 5 colors and 5 patterns from the aforementioned characters as well.

Let’s cut to the new products under the Happy Marketing concept of Inthanin next year..

Inthanin has developed a new product, “Slushy”, an ice flake drink. that is currently trending

The highlight of the slushie drink is that it is not mixed with ice at all.
But will use a slushie making machine from Korea. Let’s blend drinks with very cold water. to become ice crystals For a more intense flavor than normal blended drinks.

Currently, even the slushies only have 2 flavors: Thai tea and cocoa.
and is only available in a few branches But it received a very good response from customers.

Until Inthanin plans to expand the Slushie machine. to small entrepreneurs to cover the entire country as well next year

Khun Jay also said that Inthanin is currently secretly developing a new menu item, namely “soft serve” ice cream.

Inthanin’s soft serve will be a popular drink. To develop into ice cream
There are 4 flavors: yogurt, Thai tea, cocoa and green tea.

where customers can add toppings And you can mix the flavors of ice cream yourself as you like.

And more special is Customers will be able to bring a slushie menu. and soft serve ice cream Can be mixed together to become a “soft float”.

By now the soft serve menu It has begun to be seen in some Inthanin branches. And it will be seen more and more in the next year.

As for Seasonal Product, Khun Jay said that

Next year, Inthanin will continue to release seasonal products every quarter as before. To add dimension to Inthanin’s menu

Soon, Inthanin is going to launch “Toffee Nut” which will bring 3 public menus: Iced Americano, Iced Cocoa, and Iced Thai Tea Latte.

It is topped with toffee nut cream foam that is smooth, soft, and mellow. Finished with a sprinkling of almonds.
To add texture and perfection to match the time of celebration at the end of the year

Finally, although Inthanin said that there is a new generation of Target Group, it is true.
But the shop still confirms that it will focus on developing beverages, bakery goods, and desserts.
to suit customer groups of all genders and all ages continuously

so that Inthanin shop More than a coffee shop
And can be a place that creates happiness every day..

Ending with interesting information.

Did you know that Inthanin’s coffee mug which is known to be environmentally friendly
If buried in the ground It can decompose in 180 days.

Khun Jay said that the glass costs 2-3 times higher than competing brands..

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Reference: Special interview with Mr. Parinya Kittikarunjit President and CEO of Bangchak Retail Company Limited (BCR)