Thailand’s Caltex expands Chao Doi petrol station coffee shop partnership

Launched by Thai coffee business Aroma Group in 2003, Chao Doi now has approximately 300 outlets | Photo credit: Chao Doi

Petrol station operator Caltex has announced plans to expand its partnership with Thai coffee chain Chao Doi as it moves to compete more effectively in the country’s sizeable petrol station retail market. 
 

Caltex, a subsidiary of Singapore-based petrol giant Chevron Corporation, currently operates 38 Chao Doi coffee shops across its 530-site petrol station network. The business is seeking to expand the concession partnership to 200 petrol stations over the next five years as part of a wider drive to grow its non-fuel business.  
 

“We have recently elevated the partnership to expand the number of Chao Doi coffee shops at Caltex service stations and are also planning future co-promotion campaigns. This creates an opportunity to broaden the existing customer base and grow Caltex’s non-oil retail networks. Service station coffee shops continue to be in high demand and have continuous growth potential,” said Sompratana Chermsirivatana, Vice President, Retail Business Development, Caltex. 

Chao Doi, launched by Thai coffee business Aroma Group in 2003, is the sixth largest branded coffee chain in Thailand with approximately 300 outlets.  

The nation’s three largest operators, Café Amazon, Inthanin and PunThai, are all owned by Thai petrol station operators and have a significant presence in petrol station forecourts. Over half of market leader Café Amazon’s 4,500+ stores are within PTT OR-owned petrol station sites.     

“Partnering with Caltex is a major step for the brand to create more business opportunities for Chao Doi Coffee. Despite strong competition, the service station coffee shop business continues to gain more popularity,” said Kijja Wongvaree, Executive Director, Aroma Group. 

World Coffee Portal research shows the total Thai branded coffee shop market now stands at more than 8,400 outlets. The Project Café East Asia 2024 report forecasts the market will reach 9,500 outlets by the end of 2028. 

Aroma Group began operations more than 70 years ago producing and distributing Sing Sam Dow, a traditional Thai coffee brand, and is now one of the country’s leading roasted and ground coffee wholesalers. In April 2023, Aroma Group launched Chao Doi in neighbouring Cambodia – where it currently operates two franchised stores.