ZUS Coffee’s Bold Journey from Delivery App to Regional Disruptor
When the pandemic hit and most brands went into survival mode, ZUS Coffee did the unthinkable—it scaled up.
What began as a modest coffee kiosk in 2019, leaning heavily on digital delivery, is now Malaysia’s largest coffee chain, boldly brewing its way into the regional big leagues.
Zuspresso Sdn Bhd, the parent company of ZUS Coffee, announced plans to open nearly 200 new stores across Southeast Asia in 2025.
The breakdown is as ambitious as it is strategic: 107 new outlets in Malaysia (cementing local dominance), 80 in the Philippines (already bolstered by 120 outlets and the financial muscle of billionaire Frank Lao), six more in Singapore, and debut entries into the Thai and Indonesian markets.
From a small tech-enabled startup to overtaking Starbucks in Malaysia—743 stores to Starbucks’ 320—ZUS Coffee has pulled off what many in the F&B space would consider a moonshot.
But this isn’t just about the numbers; it’s about how they got there.
“We’re not in the business of just selling coffee,” says COO Venon Tian. “We’re in the business of accessibility.”
It’s a philosophy that’s resonated widely, not least because ZUS has made a habit of tailoring its offerings to local tastes in every market it enters which is something many global chains have struggled with.
What’s more, the tech DNA of the brand has been central to its rapid rise.
Launched during an era when digital delivery was a lifeline, ZUS’ app-based model made premium coffee not just affordable, but convenient.
This smart pivot allowed it to grow while competitors were still figuring out QR menus and curbside pickups.
ZUS Coffee’s net income tripled to RM37 million in 2024, no small feat for a business scaling at warp speed.
The real magic, though, may lie in how ZUS has positioned itself.
It’s not trying to out-luxury Starbucks or out-hipster the boutique brewers.
It’s offering something far more scalable: quality coffee for the everyday consumer, delivered with tech-savvy precision and a deep understanding of local culture.
As Southeast Asia continues to awaken to a new wave of coffee entrepreneurship, ZUS Coffee is fast becoming the poster child for what happens when technology, timing, and taste come together in one potent blend.
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he APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
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