COTTI COFFEE hits an incredible milestone of opening 7,000 stores worldwide – with the first 5,000 outlets established in 2023 alone.
After officially embarking on its global expansion in 2023 covering markets in Southeast Asia, East Asia, North America, the Middle East, and Australia COTTI COFFEE now boasts a good roast (and market share) spanning 28 countries and regions worldwide.
The emergence of COTTI COFFEE as a major player in the coffee house is underscored by its product excellence. The brand promises customers high-quality, cost-effective, and convenient coffee products, along with a ‘youthful and chic’ brand experience.
In June 2023, the brand was awarded 13 gold and platinum awards for its coffee beans at the IIAC International Coffee Tasting Competition. COTTI COFFEE says it uses 100% high-quality Arabica and offers a diverse range of coffee flavours.
A month later, the brand established a global supply chain base integrating R&D, production, and quality control, further solidifying its logistics capabilities. Leveraging rich operational expertise and considered consumer understanding, COTTI COFFEE has launched a variety of products, including milk coffee, tea coffee, rice milk coffee, and non-coffee beverages, diversifying to meet consumer trends.
Catering to cultural proclivities across ME and Asia regions, the brand also introduced regional specialties such as Coco Cotti, Matcha Oat Latte, Lychee Milk Frappé, Vietnamese Coffee and Sparkling Cold Brew.
Beyond its distinctive flavour offerings, the brand also adopts high-tech user experience with an official COTTI COFFEE app. Customers gain access to promotional information and can place orders in advance on their mobile devices. Gone are the days of Starbucks writing names on cups.
Customers can also personalize their beverages by selecting cup sizes, add-ons, and sugar levels to suit their preferences.
In January 2024, COTTI COFFEE introduced another significant advancement with the launch of its human-robot collaboration strategy, announcing the large-scale adoption of robotic applications across its stores globally. Not sure whether this means actual robots will pull a shot, or what.
In addition, COTTI COFFEE attributes its rapid expansion to its innovative brand operation model. Moving away from traditional franchising or direct management approaches, the brand has adopted a novel partnership mechanism, which it calls an integrated Amoeba Management System that it says helps to maximise the brand’s operational strengths. While the company hasn’t quite unpacked what that means, whatever it is, it is clearly working.
