San Francisco Sdn Bhd, a subsidiary of the Envictus International, is spending about RM20 million this year to rebrand its San Francisco Coffee (now known simply as SF Coffee) outlets as well as open new stores. The company is also setting aside another RM20 million for further expansion and refurbishment exercise in 2018.
Envictus International Chairman Datuk Jaya J.B Tan revealed that the company plans to open up 10 to 12 more outlets next year. SF Coffee currently has 37 differently themed outlets, which are located throughout the Klang Valley, Selangor, Negeri Sembilan and Pahang and has started to explore the East Malaysian market with plans to have a presence there in 2018.
“This year, we are focusing on refurbishing our 37 existing outlets as well as to open up three ore concept stores,” he said, adding that the company is also considering franchising the brand in the near future.
“The rebranding of SF Coffee presents a new yet familiar name and logo that encompasses the whole corporate identity of the brand, with one of the most visible aspects being the different interior design concepts of each outlet as well as improvements of the overall ambience for the enjoyment of our customers,” stressed Tan, at the unveiling of its new logo and concept store, located at The Envictus in Petaling Jaya.
The new look aims to make the experience even more enticing for coffee lovers.
Fresh and exciting, the new stores will offer coffee lovers more than just a cup of brewed excellence that invigorates the taste buds and body, but also a place of inspiration for those who seek an inviting ambience and a place to complement their lifestyle, said Koo Sue San, General Manager of SF Coffee Sdn. Bhd.
The new outlets are designed to act as mood modulators for customers once they step in by satisfying the five senses and creating a pleasing experience.
“Our outlets now feature a fresh look and cozy ambiance for our consumers to enjoy our great coffee, which is the one thing that remains consistent. We will never compromise on the quality of coffee that SF Coffee serves,” she added.
Roughly 1,600 square feet in size, the outlet at The Envictus is decorated in cozy bold colours with wood elements although other refurbished SF Coffee outlets will carry their own identities depending on location. Every new outlet will also have a space to feature works by home-grown artists. This particular outlet features the work of DuDu de Doodle, a coffee loving artist who draws to spread positivity, loves to doodle and first began doing it in a café.
“SF Coffee has been in Malaysia for almost two decades now and this transformation is to cater to the evolving needs of our customers, and the many reasons they enjoy our brand so that they can continue to treat themselves as we provide the freshest coffee, best service and an even more enjoyable experience,” said Koo.
“We source our beans from the best coffee farms around the world and look for the extraordinary. To deliver a SF Coffee experience, we roast our coffee locally to ensure the utmost freshness and train our baristas to personify our belief in excellence as we are very particular about the brewing process for every cup of coffee which begins from sourcing, roasting, and cupping the beans,” she added.