Black Canyon (Thailand) launched its first stand-alone coffee house yesterday. Called Pai Now, it is located in Mae Hong Son's Pai district.
The new label is part of Black Canyon's "Creative Economy" strategy, under which it will be opening new coffee houses that are unique in character and fit right in with the local community. This is also in line with the company's policy to open more coffee shops at major tourist venues and petrol stations.
In addition, Black Canyon president and CEO Pravit Chitnarapong said the firm was for the first time reaching out to movie-going crowds by launching a tie-in with the Thai film "Pai in Love", which will hit the big screens next month.
He said the firm was opting for this new marketing concept so it could reach more consumers, especially people living beyond Bangkok and other major cities.
"We also want to change our customer base from adults aged 22 plus to teenagers, who will be the core viewers of this film," Pravit said.
As for "Creative Economy", he said the definition of the term required firms to launch creative ideas that provide returns both in terms of income as well as helping the community where they are located.
"Pai is a charming location and a very good place for coffee plantation," he said.
Pravit said Black Canyon, in a joint effort with the Agricultural Extension Department, donated an additional 10,000 Arabica saplings to Pai hilltribes, who occupy a farm area of about 500 rai.
He said Black Canyon's next creative project would be at Palio Khao Yai, a shopping complex operated by the Primo Posto Group in Nakhon Ratchasima's Pak Chong district.
"Travellers want to see something different from our standard coffee houses in Bangkok," Pravit said.
Black Canyon has 203 coffee houses, with 45 per cent of them run via franchising. Five new outlets are planned for this year, with two opening this month in PTT petrol stations and another three next month at Central Department Store in Khon Kaen, the Palio Khao Yai shopping centre and the Sahathai mall in Thung Song, Nakhon Si Thammarat.
The company has also branched out overseas and opened a total of 34 outlets in Singapore, Malaysia, Indonesia, Burma, Dubai and Cambodia.
"We need to reach beyond Thailand because the economy here is not recovering very quickly. Plus there's the problem of political chaos, rising oil prices and the prolonged global downturn. In addition, the local interest rate is not that stable either," Pravit said.