Cafe Amazon, a coffee chain operated by PTT Oil and Retail Business (OR), is accelerating its global expansion plans. Notably absent from its target locations, however, is Vietnam. This strategic decision follows the withdrawal of a Thai investor from Cafe Amazon’s joint venture in the Southeast Asian country.
As Cafe Amazon navigates its global growth strategy, it is centering its attention on several key markets. These include Laos, the Philippines, Japan, Oman, and Bahrain. The company is implementing a franchise model in these regions with a keen focus on ensuring consistent brand standards. This encompasses all aspects from design to quality and service.
Cafe Amazon has seen rapid growth over the past ten years, expanding to over 5000 outlets worldwide. This impressive global presence has positioned the company as one of Asia’s largest coffee chains. Notably, in the second quarter of the fiscal year 2025, Cafe Amazon reported sales of over 107 million cups of coffee. This represents a nearly 5 per cent increase from the same time the previous year.
The exit of a key investor marks a significant change in Cafe Amazon’s approach to the Vietnamese market. In recent years, this market has seen increasing competition from both local and international coffee chains. While the specifics of the company’s restructuring have not been disclosed, Cafe Amazon has indicated that it intends to focus on markets with a higher potential for growth.
Why is Cafe Amazon not focusing on expansion in Vietnam?
The company has decided to shift its focus following the exit of a Thai investor from its joint venture in Vietnam.
Which markets is Cafe Amazon focusing on for its expansion?
Cafe Amazon is turning its attention to Laos, the Philippines, Japan, Oman, and Bahrain for its global expansion.
How is Cafe Amazon performing globally?
Cafe Amazon has over 5,000 outlets worldwide, making it one of Asia’s largest coffee chains. In the second quarter of the fiscal year 2025, the company sold over 107 million cups of coffee, indicating a nearly 5 per cent increase from the previous year.
