In just five short years, ZUS Coffee has grown from a small kiosk in Kuala Lumpur to a household name with 550 outlets across Malaysia and 600 regionally.
Behind this success is Venon Tian, Chief Operating Officer and co-founder of ZUS Coffee, whose passion for technology and love for coffee have turned a bold vision into a thriving business.
BusinessToday recently had the opportunity to sit down with Venon Tian to delve into the remarkable journey behind this rising Malaysian coffee brand.
Founded in 2019 by Venon Tian and Ian Chua, ZUS Coffee had humble beginnings with its first kiosk-like outlet at Binjai 8, located in Kuala Lumpur City Centre.
“We always had an ambitious mission,” Tian shared.
“We wanted to make exceptional coffee, something that everyone could enjoy every day.”
With backgrounds in startups and technology, the founders were ahead of the curve, developing a mobile app for pickup and delivery even before their first store opened.
This combination of innovative technology and a commitment to quality formed the foundation of ZUS Coffee.
Their vision was simple yet powerful: to make coffee “a necessity, not a luxury.”
Growth Fueled by Innovation and Private Equity
Since that first outlet, ZUS Coffee has grown exponentially, supported by a strong team with deep experience in the F&B, e-commerce, and tech industries. Today, ZUS operates 550 outlets across Malaysia, and 600 regionally.
The brand’s rapid expansion has been backed by approximately RM250 million in private equity funding, led by Singapore-based firm KV Asia Capital, with participation from the Indonesian Kapal Api Group and Malaysia’s KWAP.
“This investment is a major step forward for us,” Tian explained.
“With Ernst & Young Malaysia as our M&A adviser, we’re excited about the opportunities this partnership brings, and we remain committed to quality and innovation.”
Achieving Profitability and Scaling Success
ZUS Coffee’s success is not just about expansion; it’s about profitability too. Remarkably, the company achieved profitability just nine months after its first store opened. “Our strong focus on operational efficiency and keeping our customers happy has paid off,” Tian said proudly.
“We continue to invest in our expansion, but profitability remains a key priority.”
Serving an impressive 150,000 cups of coffee a day, ZUS Coffee is on track to open 150 stores in the Philippines by the end of 2024, while maintaining its strong presence in Malaysia.
The company has ambitious plans to expand further across the region, with new markets like Singapore and Brunei on the horizon.
Overcoming Challenges
Rapid growth hasn’t come without its challenges. Managing the fast-paced expansion of at least 30 new stores each month and navigating communication hurdles were among the biggest.
“As we grew, our traditional communication methods like Email, WhatsApp, and Telegram became inefficient,” Tian noted.
The team switched to Lark, an all-in-one platform that has since streamlined communication and kept the company on track.
Maintaining organisational culture was another priority. “ZUS is nothing without its people,” Tian emphasised. “We’ve always believed in fostering a positive work environment that values innovation, collaboration, and employee well-being.”
The Role of Technology
Technology has played a significant role in ZUS Coffee’s success. The company’s mobile app, developed from the start, allows customers to order ahead, skip queues, and earn rewards—all of which improve customer satisfaction and operational efficiency.
ZUS also uses data analytics to tailor its offerings to customer preferences, ensuring the brand stays relevant and appealing across regions.
Barista training is another key element. “Our Zuristas are the heart of ZUS Coffee,” Tian said. “We invest in thorough training to ensure our staff consistently deliver high-quality brews across all outlets.”
Adapting to Changing Consumer Preferences
As consumer preferences evolve, ZUS Coffee has stayed ahead of the curve. The company’s tech-driven approach, combined with a focus on quality and localised offerings, has helped build a loyal customer base.
“We use high-quality ingredients and continually tweak our menu to reflect local tastes,” Tian explained. “This helps us maintain relevance and appeal in different markets.”
Looking to the future, Tian sees several key trends shaping the coffee industry, including greater integration of technology, a rising demand for specialty coffee, and a growing emphasis on sustainability.
“Coffee culture is evolving, and we want to make specialty coffee accessible to everyone.”
Beyond Malaysia
With plans to continue expanding internationally, ZUS Coffee is well-positioned for the future. After a successful debut in the Philippines, the brand is preparing to launch in Singapore and Brunei, further establishing itself as a globally recognised Malaysian coffee brand. “We’re passionate about sharing our love for coffee and community on a global scale,” Tian said with excitement.
In addition to its expansion, ZUS Coffee remains committed to delivering exceptional experiences to its customers, even amid changing market dynamics. When asked about the impact of recent boycotts in the industry, Tian reflected, “We’ve always focused on delivering quality coffee and great experiences. Our commitment has resonated with our audience, leading to increased support and loyalty.”
As for the future? “Our mission hasn’t changed,” Tian concluded. “We’ll keep growing, innovating, and delivering specialty coffee to more people every day.”
From a single kiosk in Kuala Lumpur to a regional powerhouse, ZUS Coffee is brewing up a Malaysian success story that shows no signs of slowing down.
