Bangkok--1 Jul--ABM Connect
NESCAFÉ has announced the success of "NESCAFÉ HUB" one year after opening its first third-wave on-the-go cafe in Thailand in July 2018, serving freshly brewed roast & ground coffee at BTS Chidlom. The first NESCAFÉ HUB has enjoyed an overwhelming response from consumers with total sales of more than 120,000 cups of coffee over the past year. To build on this popularity, NESCAFÉ is investing over 50 million baht to open 15 NESCAFÉ HUBs over next 12 months. The NESCAFÉ HUB @ BTS Ekamai opened in March, BTS National Stadium in April, and BTS Ari at the end of June. The remaining NESCAFÉ HUBs will be in different formats including locations other than the BTS.
NESCAFÉ HUB differentiates itself with third-wave, on-the-go cafes at BTS stations, Bangkok's transit hubs, to meet the demands of new-generation coffee lovers. Every NESCAFÉ HUB offers a roast & ground coffee experience with 100% Arabica coffee, a variety of cafe-style menu items, co-creations with well-known baristas, and special menus for special occasions. NESCAFÉ HUB also distinguishes itself by offering Healthier Choice menu items for health-conscious consumers as well as exceptional quality in every aspect, from a consistent cup taste to monthly inspections by experts to ensure the highest levels of hygiene at every NESCAFÉ HUB location. Customers can be assured of great service and are always served their beverages within three minutes. With its current expansion plans, NESCAFÉ HUB expects to grow cup sales by over 600% to reach a volume of 400,000 cups over the next year, achieving sales of 20 million baht.
Mr. Victor Seah, Chairman and Chief Executive Officer, Nestle Indochina, said, "NESCAFÉ HUB is an important prototype for NESCAFÉ as we move forward on our vision of holistic innovation, creating an on-the-go third-wave cafe that corresponds to today's trends and consumer lifestyles. This project has also allowed us to work closely with a new generation of young start-up entrepreneurs such as CASE Management, with whom we work together to manage the NESCAFÉ HUBs and co-create new menus. NESCAFÉ HUB uses online-to-offline (O2O) technology to give consumers an easier and more convenient coffee experience. They can order coffee online or through our delivery service via our digital platform. NESCAFÉ HUB also leverages CRM and Big Data to offer consumers a more personalized experience."
"NESCAFÉ HUB is the first milestone in pioneering a successful cafe business model for NESCAFÉ in Thailand, meeting the demand for out-of-home coffee on the go at key destinations. We are building on this success, having already launched three new locations so far this year, with plans to open several more locations during the rest of 2019 at key BTS stations that serve as transportation hubs for Bangkokians. We are confident that the new NESCAFÉ HUB locations will reinforce our approach of offering a third-wave roast & ground coffee experience on the go to the new generation of coffee lovers, while continuing to reinforce the NESCAFÉ promise of nurturing stronger bonds with and between consumers," he added.
Currently, more than 85% of NESCAFÉ HUB customers are regulars, ordering their coffee both on the go and via delivery such as LINE MAN delivery service. NESCAFÉ HUB uses a database for geo-targeting, sending messages about drinks and services to consumers who are within a two-kilometer radius of a NESCAFÉ HUB.
Mr. Suphavat Khamijoun, Business Development Manager – Coffee and Creamer Business Unit, Nestle (Thai) Ltd., said, "The recent launch of three new NESCAFÉ HUB locations at BTS stations reflects our vision of developing and promoting NESCAFÉ to be the ultimate coffee solution both in home and out of home. To achieve this, NESCAFÉ HUB is strategically positioned as a destination that nurtures stronger bonds for fresh coffee lovers and BTS users by offering a 'loved and innovative coffee experience.' The three BTS stations where NESCAFÉ HUBs recently opened have great potential as they are transportation centers for up to 120,000 commuters each day. Our ultimate goal is to expand to over 50 NESCAFÉ HUB locations in the heart of Bangkok and at transportation centers by the end of 2020."
"Our strategy for NESCAFÉ HUB this year is to make it the consumers' favorite, starting with being Consumer Centric. NESCAFÉ HUB puts great importance on an exceptional roast & ground coffee experience, from using quality 100% Arabica coffee beans and fresh milk to outstanding service from baristas who share their coffee knowledge and advise customers which personalized and co-created menu choices best fit their preferences. Our fast grab-and-go service guarantees that all customers receive their beverages within three minutes. Innovative Beverages is another key strategic factor. NESCAFÉ HUB is open to collaborating with experts in the field, such as baristas, bartenders, and others, to co-create innovative beverages to excite the new generation of coffee lovers. We also ensure every NESCAFÉ HUB location meets the highest standards by conducting a thorough hygiene check every month. Another part of our plan is an O2O Strategy, communicating with customers through digital channels including LINE and Facebook to attract them to visit a NESCAFÉ HUB in person. Our comprehensive CRM system helps to manage benefits for NESCAFÉ HUB members in line with their individual preferences," added Mr. Suphavat.
In response to the needs of busy modern lifestyles, NESCAFÉ HUB is also launching a special theme called "NESCAFÉ Urban Vibes" to offer beverages people can enjoy from morning until evening. Every morning should begin with a dark latte coffee that has an additional shot of fresh coffee, called the Rush Hour Triple-shot. The Brown Sugar Spike, fresh coffee blended perfectly with brown sugar soda, is the ideal way to refresh yourself in the afternoon. In the evening, fitness enthusiasts can enjoy a Muscular Hustle, made from premium protein mixed with soda, for a boost. Come and experience third-wave roast & ground coffee at any of the four NESCAFÉ HUB locations at a BTS station near you!
Nestle is the world's largest food and beverage company. It is present in 190 countries around the world, and its 308,000 employees are committed to Nestle's purpose of enhancing quality of life and contributing to a healthier future. Nestle offers a wide portfolio of products and services for people and their pets throughout their lives. Its more than 2,000 brands range from global icons like NESCAFÉ or NESPRESSO to local favourites like BEAR BRAND or MINERÉ. Company performance is driven by its Nutrition, Health and Wellness strategy. Nestle is based in the Swiss town of Vevey where it was founded more than 150 years ago.
Products under the NESCAFÉ brand are distributed by Nestle (Thai) Ltd., which is a company that is 100% owned by Nestle S.A. in Switzerland. The NESCAFÉ product portfolio includes NESCAFÉ RED CUP, NESCAFÉ BLEND & BREW, NESCAFÉ AMERICANO, NESCAFÉ GOLD, NESCAFÉ Can Ready-to-Drink, NESCAFÉ PROTECT PROSLIM, and NESCAFÉ DOLCE GUSTO.
For more information about Nestle (Thai), visit:
Website: https://www.nestle.co.th
Facebook: https://www.facebook.com/goodfoodgoodlifebyNestleThailand
YouTube: https://www.youtube.com/user/NestleThailand
NESCAFÉ HUB @BTS Ekamai presents its third-wave, on-the-go cafes for the new generation of coffee lovers
Coffee lovers visiting the NESCAFÉ HUB @BTS National Stadium