After You - Finding Sweet Success Overseas
After growing into new business models and overseas markets, After You faced mixed results and new strategic challenges – how should it scale its next phase of growth?
At a glance
Country of Origin
Thailand
Year Founded
2007
Type of Business
Dessert Café
Total Branches Nationwide
59
(as of 2025)
Abstract
After You, a Thai dessert café founded in 2007, has become a beloved brand known for its creative menu and cozy atmosphere that resonates with locals and tourists. Starting from a single outlet in Bangkok, it has grown to over 50 branches across Thailand. This case study examines the key drivers behind After You’s domestic growth, its diversification into non-café retail channels, and its efforts to achieve sustainable growth through international expansion, including franchising and distributor-based models.
The case study also encourages learners to evaluate the effectiveness of different internationalization strategies, assess the role of strategic partnerships, and determine how After You can balance its growing non-café business with its identity as a dessert café brand while pursuing future growth in global markets.
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Disclaimers:
(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
(2) Regarding University Affiliation and Titles of Authors: The university affiliation and titles of author(s) seen in the case study is based on their affiliation and title during the time of publication. It may or may not represent the current status of said author(s).
