Punthai Coffee Establishes New Subsidiary “Punthai Boat Noodles”
Targets Thailand’s Billion-Baht Street Food Market, Aiming for 50 Branches by 2026**
Bangkok – Punthai Coffee Co., Ltd. has announced the establishment of a new subsidiary, Punthai Boat Noodles Co., Ltd., as part of its Brand Extension strategy to strengthen the Punthai brand beyond beverages into the food segment. The move supports the concept of “All-in-One Destination”, combining Punthai’s signature beverages with traditional Thai boat noodles in the same store, while maintaining the brand’s Creative Thai Taste philosophy.
The new business emphasizes the use of locally sourced Thai ingredients to create distinctive signature menus, highlighted by premium Hat Yai pork tendon delivered directly from Songkhla Province. Punthai Boat Noodles aims to penetrate Thailand’s high-potential Street Food market, with a goal of expanding to 50 branches across Bangkok and surrounding areas by 2026.
Mr. Anan Rattanamankong, Vice President of Food and Beverage Services Group, Punthai Coffee Co., Ltd., stated that the establishment of the new subsidiary is a strategic move to diversify the company’s business portfolio and unlock new growth opportunities.
“This Brand Extension leverages the strong reputation of Punthai Coffee to build a brand that fully integrates beverages and food under the ‘All-in-One’ model. We are targeting the Street Food segment, which continues to show strong growth potential. According to Kasikorn Research Center, Thailand’s food and beverage market in 2025 is expected to reach THB 646 billion, growing 2.8% year-on-year. In particular, storefront Street Food restaurants are projected to grow 4.7%, reaching a market value of THB 261 billion—the largest segment within the overall restaurant industry.”
He added that modern consumers increasingly prioritize product quality, health consciousness, novelty, experiential value, and reasonable pricing, making Street Food a promising growth avenue for Punthai.
Mr. Anan further explained that boat noodles have long been a staple of Thai daily life—accessible, popular, and suitable for everyday consumption. Backed by a strong Research & Development team, Punthai is able to innovate and develop menus with unique flavors and identity. Great attention is given to ingredient quality, including tender marinated pork and beef, proprietary seasonings, house-made roasted chili, freshly fried pork cracklings, and the brand’s exclusive highlight—Hat Yai pork tendon, available only at Punthai Boat Noodles.
“Our goal is to bring local Thai flavors from across the country to our customers, just like sharing a meal with family,” he said.
The first Punthai Boat Noodles branch opened in early 2025 at Rangsit Khlong 3, serving as a pilot for a hybrid store model combining beverages, bakery items, and boat noodles in one location. The branch has delivered strong performance, prompting the company to accelerate expansion. Currently, Punthai Boat Noodles operates two branches—Rangsit Khlong 3 and Khlong Luang 8, Pathum Thani, with Khlong Luang 3 scheduled to open later this year.
In 2026, the company plans to expand aggressively to 50 branches, evenly split between locations inside and outside PT stations. Non-station branches will focus on urban communities, office areas, and CBDs, while leveraging integration with Punthai Coffee stores to strengthen cross-brand synergy. The strategy also includes co-promotions through Max Card membership, enhancing brand loyalty, customer acquisition, and sales growth for both brands.
Punthai Boat Noodles stands out with its rich, herbal bone broth, slow-simmered using a proprietary recipe. Customers can enjoy premium ingredients such as tender stewed pork, special braised beef shank, house-made roasted chili, and freshly fried pork cracklings. The menu offers DIY customization, allowing customers to choose noodles, broth, and toppings, with a must-try signature dish—clear soup Hat Yai pork tendon noodles. Additional offerings include fried snacks, side dishes, and traditional Thai desserts.
Special Opening Promotion – Khlong Luang 8 Branch (December 2025)
Max Card Plus / EV members: Buy 1 Get 1 Free (A la carte boat noodles, excluding special menus and premium noodles)
All Max Card members: Special value sets
Pork Set: THB 99 (from THB 149)
Beef Set: THB 109 (from THB 159)
General customers: Leave a Google Maps review to receive a free iced beverage at Punthai Coffee (Khlong Luang 8 branch)
(Terms and conditions apply)
Experience the legendary flavors and great value of Punthai Boat Noodles at all branches and via delivery services.
For more information, visit www.facebook.com/punthaicoffee or www.punthaicoffee.com
