If you ask me how to start this year, I propose an idea.
Concepts is "The Soul & Strategy."
Starting from "Beautiful Shop" to "Space of Soul," this year consumers will start to saturate themselves with Instagrammable stores, but will look for "Micro-joys," or small tangible pleasures.
Functional Focus focuses on being a "Third Place" that really answers specific groups of people, such as the Quiet Cafe for working people who need to concentrate, or the Social Hub for specialized hobby lovers.
Functional Coffee & Beverage Coffee is no longer just a stirring drink, but it needs to be healthy and potable. Don't worry, such as Adaptogens (Herb Balancing Stress), Low Caffeine Coffee (Half-caff), or 0% High Protein / Sugar Drink (Clean Label).
Signature Pairing stops selling just "coffee + cake," but creates an Experience Set, such as pairing Specialty coffee with a reinterpreted local Thai pastry or serving a short Omakese (3 glasses, 3 flavors) to create added value.
Plant-based by Default Alternative Milk (Oat, Almond, Pistachio) will become the usual standard, not a special menu that requires an increase in money.
Operation Lean & Mean, like Menu Optimization, uses the "little but accurate menu" concept to reduce Food Waste and reduce fatigue in customer decision-making.
Asset Light Model To expand, highlight Grab-and-Go or small Kiosk models that use AI technology to get orders to reduce labor costs (where the 2026 minimum wage is likely to rise).
Direct Sourcing, working with Thai farmers, in addition to obtaining unique quality coffee beans, helps create Storytelling of Sustainability, which is the main factor in Gen Z's brand choice.
Owned Media Mastery relies solely on advertising, but must be the "Content Creator" itself, building a community around the brand through Tikka and Short Video.
Emotional CRM Membership must not only accumulate points, but must make customers feel personal, such as a favorite menu recognition system or the privilege of tasting new coffee beans before anyone else.
Dopamine Destination: Design Touchpoint in a store that evokes positive feelings (Sensory Design), smell, light, and music that adjust to the time of day.
It's not like you have to do everything.
