Starbucks Thailand (Coffee Concepts Thailand)
Starbucks Thailand is the Thai franchise operator of Starbucks Corporation (NASDAQ: SBUX), operated by Coffee Concepts Retail (subsidiary of Maxim's Group Hong Kong) since 2019 franchise acquisition from Central Restaurants Group. ~450+ Starbucks outlets Thailand. Menu standardised with Starbucks global, Thai-localised (Thai tea latte, pandan-flavoured items). First Thai Starbucks opened 1998.
Snapshot
Headline numbers a buyer checks first.
Outlets
~450+
FY2024
Operator
Maxim's Group (HK) since 2019
Post-2019 franchise
Parent brand
Starbucks Corp (NASDAQ: SBUX)
Franchise
Founded Thailand
1998
First Thai outlet
What this company actually does
Starbucks Thailand operates ~450+ Starbucks outlets across Thailand via Maxim's Group (Hong Kong-based franchise operator) since 2019. Prior to 2019 the franchise was held by Central Restaurants Group (CRG). Menu combines Starbucks global (lattes, espressos, Frappuccinos), Thai-localised (Thai tea latte, pandan items). Flagship Reserve, specialty stores at premium locations; standard, grab-and-go formats expand provincial.[]
Strategic position: dominant premium coffee chain in Thailand. Competitive set: Cafe Amazon (PTT OR) at dominant scale, lower price point; Black Canyon Coffee; Blue Cup (S&P); Dean & DeLuca, independent specialty cafes. Starbucks premium positioning, global brand, loyalty programme, delivery integration are the franchise moats.[]
Operations footprint
Store network
~450+ outlets across Thailand
Concentrated in Bangkok (approximately 250-270 stores), Phuket, Chiang Mai, Pattaya, and major provincial cities. Mix of standalone street-level stores, shopping-mall units, airport concessions, and drive-thru formats. Premium Reserve and Roastery-style concept stores at flagship Bangkok locations.
Operator structure
Maxim's Group Hong Kong franchise since 2019
Coffee Concepts Retail (Maxim's Group subsidiary) acquired the franchise from Central Restaurants Group (CRG) in 2019. Maxim's Group is a major Hong Kong F&B operator (Maxim's Chinese restaurants, Genki Sushi, various Starbucks licenses in HK and Macau). Franchise royalty flows to Starbucks Corp (NASDAQ: SBUX).
Menu and localisation
Global Starbucks plus Thai-localised items
Core menu standardised with Starbucks global (lattes, Frappuccinos, cold brew, food). Thai-localised seasonal items include Thai tea latte, pandan-flavoured drinks, and mango-based specials. Seasonal launches drive repeat traffic; tourist demand at airport and mall locations provides international-visitor base.
Delivery and digital
Starbucks Rewards loyalty, delivery integration
Starbucks Rewards Thailand (Stars programme) drives repeat purchase; mobile order-and-pay app launched. Delivery via Grab, LINE MAN, and foodpanda. Loyalty programme estimated at 2-3 million registered Thai members as of FY2024. Digital ordering contributes approximately 15-20% of revenue.
Thai premium coffee chain comparison
FY2024 estimates. Sources: company disclosures, industry reports.
Thai operator
Coffee Concepts / Maxim's
Outlets
~450+
Avg. drink price
$3.48-185
Positioning
Premium global brand
Thai operator
PTT Oil Retail (SET:OR)
Outlets
~4,000+
Avg. drink price
$1.01-65
Positioning
Value, petrol-station led
True Coffee
Thai operator
True Corporation (SET:TRUE)
Outlets
~600+
Avg. drink price
$1.59-90
Positioning
Telco-anchored mid-range
Black Canyon Coffee
Thai operator
Minor Food / private
Outlets
~300+
Avg. drink price
$2.32-130
Positioning
Thai comfort, mid-premium
| Chain | Thai operator | Outlets | Avg. drink price | Positioning |
|---|---|---|---|---|
| Starbucks Thailand | Coffee Concepts / Maxim's | ~450+ | $3.48-185 | Premium global brand |
| Cafe Amazon | PTT Oil Retail (SET:OR) | ~4,000+ | $1.01-65 | Value, petrol-station led |
| True Coffee | True Corporation (SET:TRUE) | ~600+ | $1.59-90 | Telco-anchored mid-range |
| Black Canyon Coffee | Minor Food / private | ~300+ | $2.32-130 | Thai comfort, mid-premium |
Key drivers 2025-2026
New store openings
Provincial and drive-thru expansion
Bangkok is near saturation at 250-270 stores; Maxim's growth strategy focuses on provincial cities (Khon Kaen, Ubon Ratchathani, Nakhon Ratchasima) and drive-thru formats along major highways. Each new store represents approximately $0.232-12M annual revenue at mature run-rate.
International tourists
Airport and resort store performance
Starbucks airport concessions (Suvarnabhumi, Phuket, Chiang Mai) and resort-city locations serve international tourists at above-average ticket sizes. Recovery in Chinese, Indian, and European arrivals directly lifts same-store sales at these locations. Peak tourism season (November-March) is the high-contribution quarter.
Specialty coffee competition
Third-wave boutique disruption
Bangkok's specialty-coffee third-wave has intensified since 2022 — Ristr8to, Roots Coffee, Phil's, and hundreds of independent boutiques compete for young-professional consumers at comparable price points. Starbucks' response through Reserve and premium seasonal offerings is the key differentiation lever.
Watchpoints
Cafe Amazon scale competition
PTT OR Cafe Amazon ~4,000 outlets vs Starbucks premium.
Loyalty programme, delivery mix
Starbucks Rewards, Thailand delivery channels.
Store-format evolution
Reserve, specialty, standard, drive-thru mix.
Thai consumer premium coffee demand
Tourism, young professional, middle-class growth.
Related Market profiles
Peers, parents, partners, agencies, and other Food Service & QSR actors.
Competitor
Central Retail Corporation
CRG previously held Starbucks franchise (pre-2019).
Open Market profile →
Competitor
PTT Oil and Retail
PTT OR Cafe Amazon dominant Thai coffee chain.
Open Market profile →
Competitor
Minor International
MINT BreadTalk, Riverside, selected cafe brands.
Open Market profile →
Sector peer
Asia's 50 Best Restaurants (William Reed)
Annual fine-dining rankings list published by William Reed covering Asia's top 50 restaurants, with Bangkok restaurants consistently featuring in the top tier since 2022.
Open Market profile →
Sources + data provenance
Every filing, filing-adjacent register, or trusted industry source cited in this profile.
Starbucks Thailand — Coffee Concepts / Maxim's Group
Publisher
Coffee Concepts Thailand (franchisee)
Grade
Supporting
As of
2025-12-31
| Source | Publisher | Grade | As of |
|---|---|---|---|
| Starbucks Thailand — Coffee Concepts / Maxim's Group | Coffee Concepts Thailand (franchisee) | Supporting | 2025-12-31 |
Reports featuring this profile
Thailand Coffee & Cafe Chain Market Intelligence
Premium chain leader under Coffee Concepts Thailand (Maxim's, F&N JV) since 2019
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Sits alongside 6 other Atlas profilesThailand Food Service & QSR Market Intelligence
Starbucks Thailand franchise; Maxim's Group HK operator since 2019; 450+ outlets.
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Sits alongside 5 other Atlas profilesThailand Alternative Proteins Market Intelligence
Starbucks Thailand features plant-based items, Beyond Meat, alternative-protein menu innovations.
Open report →
Sits alongside 3 other Atlas profilesThailand Coconut & Coir Market Intelligence
Starbucks menu features coconut milk, coconut-water beverages sourced locally.
Open report →
Sits alongside 2 other Atlas profilesThailand Specialty Coffee & Third-Wave Deep Dive
Starbucks Thailand premium coffee chain.
Open report →
Sits alongside 2 other Atlas profilesRelated Market profiles
competitor
Central Retail Corporation
Omnichannel incumbent defending digital share against marketplace platforms.
competitor
PTT Oil and Retail
PTT fuel-retail, Cafe Amazon arm; ~2,200 PTT stations, ~4,000 Cafe Amazon outlets; FY2024 revenue ~THB 830B.
competitor
Minor International
Thailand's largest listed hotel group — 550+ properties across 56+ countries via NH Hotel Group, Anantara, and Avani.