Golden cream banks on its loyal customers

It will however inject more into its marketing budget to maintain customer loyalty and achieve 10-per-cent sales growth to Bt150 million this year.

President Veradech Somboonvechakarn said because of competition from self-made and canned coffee, customer numbers to its coffee shops had dropped by 10 per cent. However, the shortfall was too small to impact the whole business.

Veradech confirmed the chain could still gain 10-per-cent sales growth during the first half of the year and increase its customers to 20,000, rising from 8,000 at last year-end. Prices in its bakery line rose from five to 10 per cent due to dramatic cost increases.

Golden Cream has set a separate budget of Bt2 million to implement corporate social responsibility projects during the second half of this year. The allocation is in addition to its Bt5 million marketing and advertising budget for the year. Last year, it spent only Bt4 million in total.

 The latest marketing action is the launching of a new menu for a coffee line called Slim Latte, featuring sugar free and low calorie coffee to tap health conscious trends, said Veradech. 

The chain plans to invest Bt10 million to open 10 new branches in Shell petrol stations, community malls and hypermarkets in addition to its current 80 branches, Veradech said.