Focusing initially on Beijing, Singapore and Kuala Lumpur, Jackie Chan’s Café Coffee and Tea brand is expected to be positioned in the premium segment along with Starbucks, although sources involved in the chain’s launch maintained Chan’s cafés would not be competing with the dominant global player.
According to one source, Café Coffee and Tea would carry an Asian twist, selling Western drinks and food along with dim sum and a range of high-quality Chinese teas. The décor is expected to revolve around red woods, a popular Chinese style, with a dragon incorporated into the brand identity.
“Coffee has no barriers, and it will be a place to enjoy and experience a relaxed atmosphere,” said the source.
The chain will also implement a charity initiative, with a portion of the brand’s profits to go to the Dragon’s Heart Charity, which focuses on assisting disadvantaged children.
While the marketing communications strategy is still under development, it is understood Chan will play a key role in the creative, in conjunction with locally-developed executions tailored for each market. It is expected the first creative push will include television, outdoor and POS collaterals.
The chain is expected to open its first outlets in late October.
