Oldtown White Coffee grows to 200 outlets in Malaysia

  • Community
  • Thursday, 25 Apr 2013

MALAYSIA’S largest white coffee cafe chain, Oldtown White Coffee, has expanded its presence in Malaysia to 200 outlets.

The company has a target of opening between 20 and 30 more Oldtown White Coffee stores in Malaysia this year.

“Our plan includes increasing the number of outlets and to export our instant beverages to a more extensive market.

“We are confident the franchise chain will add 20 to 30 more stores in Malaysia in 2013,” said Oldtown White Coffee group managing director Lee Siew Heng.

In conjunction with this growth, Oldtown White Coffee commemorated its achievement by organising an event to showcase its humble beginnings from manufacturing white coffee to operating cafe chains.

“Oldtown White Coffee has been around for almost 14 years now.

“Looking back, it was tough to convince the licensees to convert into franchise operators but we took a conscious decision of setting up a franchising business.

“This conviction in the business model has resulted in the company today achieving a significant milestone of 200 stores in Malaysia, and a total of 224 stores across four countries in the region,” added Lee.

First established in Ipoh in 1999, Oldtown White Coffee made history when the company became the pioneer white coffee producer to manufacture and launch the famous Malaysian Ipoh White Coffee as a 3-in-1 coffee instant blend, a staple and all-time favourite in most local households.

Currently, all Oldtown White Coffee outlets in the peninsula have achieved 100% Jakim halal recognition and certification this year in their bid to make further inroads into the halal market.

The company said in a press release that it intends to restructure its service orientation and move towards a self-service concept and launch a new range of set menus.

Consisting of MyBreakfast, MyLunch, MyTea, MyDinner and MySupper set menus, the sets will be available daily.

“Consumers’ expectations are changing and they seek for convenience, comfort and choices at affordable pricing.

“As a first step in introducing ‘Aroma of Good Times’ — the Oldtown White Coffee revamped brand direction to our consu- mers, we have implemented the self-service concept and the new set menus as a testament to our consumers, who value Malaysia’s favourite food and drinks,” added Lee.

The company also intends to revamp its current outlet interiors to include key design elements that are aligned with its aspiration of providing customers with a more comfortable and enjoyable experience.

“To keep up in this ever-changing industry, Oldtown White Coffee will continue to work on its expansion plans in the coming year to expand our regional base,” said Lee.

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