Thailand’s economy may be struggling, but there’s one sector brewing up success against all odds. While restaurants and traditional food services face declining sales amid the economic slowdown and sluggish tourism recovery, coffee shops are experiencing remarkable growth—particularly those serving affordable specialty coffee.
The numbers tell a compelling story of resilience and adaptation. According to Yod Chinsubhakul, CEO of LINE MAN Wongnai, speaking at Thailand Coffee Fest 2025, coffee shop same-store sales have increased by 5% year-on-year, bucking the broader downturn across the food service industry.
The Sweet Spot: Quality Under 100 Baht
The real winner in Thailand’s coffee market is specialty coffee priced under 100 baht per cup. These affordable premium offerings are driving unprecedented growth, especially in Bangkok and surrounding areas where existing stores reported a staggering 46% sales increase. Even provincial areas saw solid growth at 19%.
This trend reflects a fundamental shift in consumer behavior. Rather than seeking luxury experiences, Thai coffee drinkers are prioritizing value for money—wanting quality without breaking the bank. The under-100-baht price point has struck the perfect balance between accessible pricing and elevated coffee experiences.
Coffee Shops Outperform Restaurants
The resilience of coffee shops becomes even more impressive when compared to restaurants. While new coffee shop openings decreased from 7,000 last year to 5,000 this year, those that do open have better survival rates. Coffee shops face a first-year closure rate of just 43%, significantly lower than the 50% rate for restaurants.
This durability stems from coffee’s evolution from occasional treat to daily necessity. As LINE MAN Wongnai data reveals, coffee is increasingly viewed as a functional drink consumed regularly, driving consistent demand even during economic uncertainty.
Specialty Coffee Takes the Lead
Perhaps the most striking shift in Thailand’s coffee landscape is the dominance of specialty coffee. Nationwide, specialty coffee now accounts for 56% of total coffee sales, jumping to an impressive 66% in the Bangkok metropolitan area.
Chain operations like Amazon coffee are thriving, ranking first on the LINE MAN platform. Meanwhile, many independent coffee shops are doubling down on specialty offerings, providing customers with diverse bean options and elevated brewing methods that justify premium pricing while remaining affordable.
Beyond Coffee: The Matcha Boom
Thailand’s beverage innovation extends beyond coffee. Matcha has experienced explosive growth with 28% sales increases last year. However, this success has intensified competition dramatically—the number of matcha-serving establishments jumped from 9,600 in Q2 last year to 12,400 this year.
Technology Powers Growth
Smart coffee shops are leveraging technology to drive sales beyond traditional counter service:
- Delivery Services: Despite coffee’s traditionally in-person nature, delivery now represents 22% of coffee shop sales on LINE MAN, with 23% growth compared to last year.
- Digital Payments: Over half of customers now pay digitally, and these tech-savvy customers spend 32% more per transaction on average, with credit card users leading spending.
- QR Code Ordering: Table-side digital ordering has boosted average bills by 37%, eliminating counter wait times while increasing sales.
Lessons for the Coffee Industry
Thailand’s coffee success story offers valuable insights for industry professionals worldwide. The market demonstrates that even during economic downturns, consumers will invest in affordable luxuries that enhance their daily routines.
The key lies in understanding the value equation: customers want quality and experience, but they need accessible pricing. Coffee shops that master this balance while embracing delivery technology and digital payment systems are not just surviving—they’re thriving.
For investors and entrepreneurs eyeing Southeast Asian markets, Thailand’s coffee sector showcases how focusing on affordable specialty products can create recession-resistant business models. The combination of daily consumption habits, technological integration, and smart pricing strategies provides a blueprint for sustainable growth even in challenging economic conditions.
Thailand’s coffee boom proves that the right product at the right price can defy broader economic trends, turning everyday necessities into thriving business opportunities.
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