How does a local grassroots brand with grease on its hands compete against the might of a global category leader with off-the-scale operational power and aspirational aura?

For Thailand’s Café Amazon, a forecourt-based coffee chain subsidiary of petrochemical PTT Group, the key to success was to stop trying to emulate Starbucks, and double-down on its local roots instead – with an extra shot of activism.

‘Beyond Coffee’ created a unifying platform for Amazon Café to drive sustainability action and local impact across supply chain, customer engagement and innovation.