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Our3Q – Set Cafe, Thailand

Pichai – the owner of the Set Cafe in Udon Thani in Thailand, near the border with Laos. In order to stand out from the many other cafes operating in the city, he organizes a wide range of events, for example. SETtalk, SETride, which build a community around the cafe. In addition, he allows his customers to grind and prepare their coffee on their own. He also benefits from local coffee farms; he knows the history and the exact origin of the beans.


Q1: What do you appreciate yourself in the business mainly for?

For flexibility. We try very different things to spread the SET. Some of them work, some do not, but we go ahead and keep on trying!


Q2: What is the biggest challenge/ obstacle for you now?

Competition. We are a small cafe in the town, which is full of them …


Q3: What advice do you have for yourself in this situation?

We know that our coffee is not better than others, so we try to offer our customers something more, e.g. to grid coffee on their own. Today they can prepare their espresso on their own, and the next time we invite them to try with the latte macchiato. In addition, we organize meetings, events, for example. SETtalk – people come and discuss a given topic for two hours; SETride – we create together a bike map of the city.


The questions were asked on our behalf by Anna and Andrea from How to (ex) change the world.


Udon Thani, October 15, 2015

ID: 005/100

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