The award winning regional low cost carrier AirAsia is now offering more localised dining-in-the-sky experience by serving Old Town Coffee. Since March 2009, the carrier has been serving 3-in-1 Classic Blend Old Town Coffee to passengers at a rate of 300 per day. The coffee costs RM5.00 per cup and is available from regional routes originating from KL. By this month, it is expected that the Indonesian and Thai hubs will also be carrying the local brand.
OldTown White Coffee started in 1958 when its Hainanese founder in Ipoh pioneered a new style of roasting coffee beans, much to the delight of coffee connoisseurs in the old town neighbourhood of Ipoh. The coffee is a blend of roasted Liberica, Arabica and Robusta beans with small amounts of caramel, moderately roasted in high temperature. Currently, the coffee is exported to 15 countries including China, the United Kingdom, Canada, USA, Japan, Philippines, Indonesia, Thailand, Brunei, Singapore and Papua New Guinea. Apart from exports, Old Town has been aggressively opening franchises around the region, with its Malaysian LCCT branch being the 121st.
"We’re looking forward to seeing sales of over a thousand cups a day soon," says OldTown’s group marketing general manager Alex Chuah Seong Meng. Perhaps Old Town is hoping that they could replicate the Starbuck's /United Airlines lucrative partnership where United Airlines was identified as the tipping point for a global Starbucks. Although 3-in-1 serves as a start, many coffee connesseurs are hoping to see AirAsia/Old Town move on to a fresh brew rather than an old mix. This will definitely give the brand the legs it needs to break through the global ceiling and achieve a worldwide cult status.
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