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Shell launches the 1st Shell Café in Thailand – adding to the new coffee chain’s over 1,200 stores worldwide

The Shell Company of Thailand Limited announces the launch of the first Shell Café in Thailand, an all-new café experience concept store set to replace delicafé as part of its business strategy to strengthen Non-Fuel Retail businesses and transform Shell Stations into “e-Mobility Destinations” for local consumers.

The Shell Café debut in Thailand marks the newest addition to its global network. Customers may visit and enjoy the first Shell Café outlet today at the new Shell station in front of Soi Nuanchan, Praditmanutham Road, Bangkok.

Ruengsak Srithanawiboonchai, Executive Director of Shell Thailand’s Mobility Business, says, Shell Stations are fast becoming convenient retail destinations rather than just a place to fill up and go. We want Shell to be people’s go-to destination to make the most of their busy lifestyles, whether stopping for a high-quality coffee and Shell Shuan Shim Moo Ping or picking up a pack of consumer products before heading back home or continuing on their journey

With the advent of EV, drivers are likely to spend more time at charging stations, making offering a comfortable and convenient experience with quality products and services becomes even more significant. Delivering this in a consistent, convenient proposition is at the heart of Shell Café and we believe that this is the right step in Shell’s expansion in convenience retail

Shell Café strives to provide a consistent brand for drivers visiting Shell stations by creating an appealing Café experience and delivering enhanced customer services. With the ambition of being a quality food and beverage destination, the new café has been designed on four pillars, which are as follows:

  1. Quality – Shell Café serves a consistent high-quality coffee and fresh beverages experience. In partnership with Thailand’s finest coffee suppliers and roasters, Shell Café has developed a signature 100% Arabica coffee bean blend that gives our best possible aroma and taste in hot, iced, and blended beverages. Customers may savour organic grade coffee beans sourced from coffee plantations in Northern Thailand that use sustainable and ethical labour practices. Another local Shell Café signature item is Iced Matcha Latte, a refreshing beverage composed of imported matcha from Japan perfectly mixed with fresh milk.
  2. Exceptional Service provided by trained baristas – All Shell Café baristas undergo intensive, professional trainings to help them develop their coffee knowledge, passion, and skills. Shell Café has also designed and integrated the necessary tools and processes to ensure that operations work smoothly, and customers always receive a great experience with our products and service.
  3. Sustainable & Innovative Offerings – Shell Café intends to consistently offer sustainable and new offerings to fulfil ever-changing customer demands, such as the “Organic Cascara” beverage series, which features coffee cherry tea drinks rich in vitamins, fibres, and antioxidants and contributes to minimizing coffee cherry waste. 
  4. Shop Experience – Shell Café is built on the concept of creating an environment that feels like everyone’s favourite coffee shop. The whole store experience has been designed by industry specialists, from the warm welcome smiles to expertly crafted food and drinks, allowing customers to short break from the hustle and bustle of the outside world before returning to the fast lane of life, ready to take on the day.

Achara Suwanworabun, Vice Executive Director of Non-fuel Marketing, Mobility Business, The Shell Company of Thailand Limited, shares Shell Café’s growth strategy in Thailand, One of our focuses is to tailor each Shell Café to the needs of customers according to station location, so that we can best serve all Thai customers whether you’re travelling on a motorway or commuting at city centre, in line with Shell’s purpose of Making Life’s Journeys Better. We are confident that Shell Café, with high product quality, competence baristas, wide network of locations, and global expertise, would soon overcome Thailand’s leading brands in the coffee chain market.



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