The Coffee Club continues to strengthen its position as Thailand’s leading Neighbourhood Café, rolling out strategies to expand its customer base and elevate the café experience—especially for the new generation of Thai consumers. With the latest milestone being the revitalisation of its Samyan Mitrtown branch under the Learning Café concept, The Coffee Club branch at Samyan Mitrtown has been reimagined as a one-stop Co-Living & Education Space. The launch also includes seven brand-new health-focused menu items under the theme ‘SUPERFRUIT BOOSTER & SUMMER POKE BOWL’, designed to meet the rising demand for wellness and the growing trend of working remotely. This initiative is part of a broader plan to renovate and expand branches in high-potential locations nationwide, reinforcing the brand’s identity as more than just a café—but a place where good moments happen every day.
Mrs. Nongchanok Stananonth, General Manager of The Coffee Club; a subsidiary of MF CAFE & RESTAURANT CO., LTD. stated, “Our business performance in Q1 of 2025 demonstrates that we are effectively engaging our target audience—especially Thai consumers, who represent a growing proportion of our base. Our success stems from a strong understanding of evolving consumer
Mrs. Nongchanok Stananonth, General Manager
behaviours, with a focus on variety and convenience. This includes the launch of new menu items and ongoing promotional campaigns, as well as expanding our member base through our mobile app and loyalty program, which have been highly effective in reaching our desired segments. Branch expansion into high-potential areas has also played a critical role in this progress.”
In light of this success, The Coffee Club has rolled out its Sustain & Learning Café model at its Samyan Mitrtown location—a bustling co-living and education hub in the heart of Bangkok popular among students and young professionals. The branch has undergone a comprehensive makeover to better reflect the needs of today’s consumers, who increasingly value multifunctional spaces—whether for working, meeting, studying, or relaxing in comfort. The refurbished café features distinct zones, including a Working & Reading Zone equipped with Wi-Fi and power outlets throughout, providing a productive environment for work or study. Meanwhile, the Dining Zone offers a warm and friendly atmosphere for casual dining and socialising.
The revamped design also introduces a Co-Living area, ideal for small group meetups or informal meetings. The space is decorated in bright, modern tones and incorporates elements of contemporary design that resonate with Gen Z and first-jobbers. Lightweight wooden furniture adds a calming aesthetic and can be easily rearranged to suit various needs. Flexible seating arrangements and modular tables allow for maximum adaptability, while a standout feature is the Bar Connect—a stylish high-stool bar counter situated at the center of the store. Perfect for sipping a favorite drink or snapping social media-worthy photos, this corner has been designed to perfectly align with the lifestyle of the new generation. The brand aims to position this branch as a go-to café landmark for new-gen customers, with the goal of increasing its customer proportions to 40% Thai and 60% international, in line with strategic projections.
The launch also includes seven new health-conscious dishes, catering to the booming wellness trend. The SUPERFRUIT BOOSTER range features four nutrient-packed smoothies, including Dragon Kiss – dragon fruit and lychee smoothie with almond protein; Guava Party – guava, plum, honey, and Greek yoghurt smoothie; Wake Me Orange – citrus coffee smoothie with almond protein; and Mayongchid Magic – 
Mayongchid fruit with blue spirulina and almond protein.
In addition, three hearty SUMMER POKE BOWL options are also available: Veggie Poke Bowl with Chicken – fresh salad and chicken served with chilli-mayo-wasabi dressing; Quinoa Poke Bowl with Chilli Mayo Shrimp – quinoa, spicy shrimp, and fresh vegetables with the same vibrant dressing; and Quinoa Poke Bowl Atlantic Salmon Bowl – quinoa and Atlantic salmon served with sesame-wasabi dressing.
Customers can customize their bowl base with either red & green oak lettuce or quinoa, and select their preferred protein—Atlantic salmon, chilli-marinated shrimp, or grilled chicken. Dressing options include the chilli-mayo-wasabi or Japanese sesame dressing. All dishes are now available for dine-in at participating branches and via delivery apps, from now until 31 July 2025.
“Looking ahead to the second half of 2025, The Coffee Club will continue to elevate its brand image through the renovation of over 10 branches nationwide—including locations in Bangkok and key tourist cities. These renovations aim to create more versatile spaces and updated interiors that align with modern lifestyles. With these developments, we are confident that The Coffee Club will continue to receive a warm response—particularly from younger customers who are key to driving our long-term growth. Our vision remains clear: to be more than just a café, but a space where people can create meaningful moments, every day,” Nongchanok concluded.
