True Coffee, Bangkok-based franchise coffee shop owned by True Corp., has announced it will open coffee houses in neighbouring countries after being positively received in Laos and Cambodia.
True believes the ASEAN region holds great potential, according to General Manager Virat Techaniratsai, who said they plan to open 300 to 400 branches in Myanmar, Malaysia, Singapore and China within five years.
Virat said that by the end of this year, locals will get to taste the familiar True Coffee in Beijing and Yangon.
But can True’s Coffee take on American-born Starbucks?
Virat added the company plans to attract customers with seasonal promotions and unique menus. Also, the baristas in all countries will be required to receive a month of training in Thailand to maintain True Coffee’s standards, MThai reported.
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