Ireland’s O’Briens Irish Sandwich Café is set to expand its presence in the Asia-Pacific region. The company aims to grow from its current 37 cafés to a total of 70 across this dynamic market. Their focus is primarily on Malaysia, where they have operated since 2002 under a master franchisee. This ambitious expansion plan is geared towards increasing brand visibility and capturing a share of the vibrant café landscape in Asia-Pacific.
O’Briens is known for its made-to-order sandwiches, fresh salads, gourmet coffees, and beverages. Its commitment to premium ingredients and strong hygiene standards has made it popular among health-conscious consumers. The cafés also provide catering options that feature Irish specialties, appealing to a range of customers.
O’Briens excels in made-to-order sandwiches and gourmet offerings, prioritizing premium ingredients and hygiene for health-conscious patrons.
With over 200 locations worldwide, the brand has developed a solid franchise model that has been tested and proven successful over the years.
In the upcoming expansion efforts, O’Briens will rely heavily on franchise partnerships. These partnerships are essential as they allow the brand to tap into the experience and knowledge of local franchisees, who are familiar with the specific market dynamics. The current master franchisee in Malaysia is preparing for a public listing, indicating strong growth potential in the region.
The café sector in Asia-Pacific is competitive and rapidly evolving. Brands like Taiwan’s Louisa Coffee are also expanding, introducing more choices for consumers.
O’Briens aims to stand out as a lifestyle café by promoting quality and premium Irish food products. Their franchise success relies on understanding local preferences and adapting to changing consumer demands.
As Ireland seeks to strengthen trade relations in the Asia-Pacific, O’Briens’ expansion aligns perfectly with this goal. The company’s move represents not just a business opportunity but also a chance to bring Irish culture and cuisine closer to a wider audience in this flourishing market.
