Boncafe (Thailand) Co., Ltd, Thailand’s leading provider of one-stop coffee and beverage solutions, is implementing a new three-pronged strategy for the second half of 2025: penetrating provincial markets, expanding its household customer base and increasing focus on e-commerce channels, reported prachachat.net.
Boncafe will increase sales and marketing of household coffee machines and slow down offline branch expansion to prioritise online channels, especially its own platform, to meet household consumer demand. Offline stores will continue to serve coffee shop and hotel operators. This strategy is expected to drive Boncafe’s 2025 revenue to THB 762 million (15% growth), with household customer revenue increasing from 20% to 40%.
The company will launch roadshows and workshops in Eastern and Western Thailand starting mid-July 2025, directly engaging coffee entrepreneurs and consumers. Key product highlights include Rainforest Alliance certified environmentally friendly coffee, organic coffee and alternative milk solutions (oat, almond, soy milk) developed for coffee preparation.
Despite current challenges, Ms. Usaphan Intheevorawong, CEO of Boncafe (Thailand) Co., Ltd. remains confident in the coffee industry’s growth potential. She pointed to rising health-conscious consumption habits—such as the growing trend of starting the day with a cup of black coffee—as a major driver. Meanwhile, hotels are shifting toward environmentally certified coffee beans, including organic and eco-friendly varieties, to meet sustainability standards. At the same time, café owners maintain strong demand for premium coffee machines, often priced in the million-baht range.
For the first half of 2025, the company has achieved sales equal to the entire year of 2024, said Ms. Usaphan.
