Oldtown revamps as it extends presence

Malaysia’s white coffee café chain Oldtown White Coffee has expanded its presence in Malaysia with a total of 200 stores nationwide and a revamped look and feel.

In conjunction with reaching the 200 stores mark, it has introduced its revamped brand direction, ‘Aroma of Good Times’, and is restructuring its service orientation by moving towards a self-service concept while launching a new range of set menus.

Lee Siew Heng (pictured), group managing director of Oldtown White Coffee, said consumers’ expectations are changing as they seek convenience, comfort, and choices at affordable pricing.

“We have implemented the self-service concept and the new set menus as a testament to our consumers who value Malaysia’s favourite food and drinks in town.”

In line with the company’s vision of depicting ‘Aroma of Good Times’, Oldtown White Coffee is also revamping all the outlets’ interior by including key design elements that are aligned with the company’s aspirations.

With 224 stores across four countries in Asia, the coffee chain has plans to open 20 to 30 more outlets in Malaysia within this year.

“To keep up in this ever changing industry, Oldtown White Coffee will continue to work on its expansion plans in the coming year to expand our regional base. Our plan includes exporting our instant beverages to a more extensive market,” added Lee.

The coffee chain has turned to social media, managed by Text100, in communicating its change to consumers.

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