OldTown White Coffee expands to petrol stations nationwide


OLDTOWN White Coffee, Malaysia’s largest white coffee café chain, is expanding its footprint into petrol retail locations and has set its eyes on opening more than 50 locations across Malaysia within the next five years and 100 locations in 10 years.

In realising this growth plan, OldTown embarked on a long-term partnership with Eatmatrix Sdn Bhd, a subsidiary of PCA Group Sdn Bhd, for the exclusive licence to manage, own and operate OldTown’s ONtheGO kiosks in petrol retail throughout Malaysia, starting with selected BHPetrol outlets.

PCA Group, headquartered in Malaysia, is a multi-disciplined engineering and total retail solutions provider, serving and supporting a broad range of sectors and industries across the globe through strategic partnerships.

The forming of this strategic partnership will see the two parties collaborating to enable people to enjoy great food and quality beverages when they are on the move.

OldTown’s COO of the food and beverage (F&B) segments Clarence Leon D’Silva said as one of Malaysia’s most loved homegrown white coffee brands, the company wants to continue delighting more consumers with its products.

“We are excited to partner Eatmatrix to continue to grow OldTown’s presence in the nation.

“Their deep expertise and years of experience as a total solutions provider for retail industries will ensure our customers continue to enjoy our offerings even when they are travelling from point A to point B,” he said in a statement.

“We have the utmost confidence in Eatmatrix’s appointment as the master licensee for OldTown’s ONtheGO business format. The partnership will not only benefit both OldTown and PCA Group, but also local communities across Malaysia with great F&B choices, as well as opening up job opportunities for locals.

“More importantly, we assure our customers can continue to expect the same food quality standard and best coffee beverages from ONtheGO outlets,” he added.

PCA Group executive chairman and group CEO Jason Tan acknowledged OldTown as a successful heritage brand that Malaysians know and love.

“When this opportunity came about, we immediately seized the opportunity as we believe our years of expertise in the industry will take the brand and business to the next level while continuing to provide the same high quality and standards Malaysians are accustomed to,” he added.

OldTown ONtheGO kiosks are ready to roll out with a new menu, look and feel, and in-store operating model, after several months of intensive joint development between OldTown and Eatmatrix.

“The enhanced menu retains all the OldTown favourites but with new packaging. Our new operating methodology will ensure quality products are delivered to our customers at both kiosks and home,” Tan said.

The partnership was officiated in a signing ceremony at OldTown’s headquarters at Taman Perindustrian Subang, Selangor, attended by D’Silva, Tan and OldTown senior GM for business and product development, marketing and administration Dawn Liew.