Apart from its fresh brews and sensuous teas, one secret ingredient of The Coffee Bean and Tea Leaf’s success is its strategic outlet placements.

Ten years ago, The Coffee Bean and Tea Leaf® (CBTL) brought the art of coffee drinking and the world of gourmet grinds to the land of kopitiams and has since successfully integrated it into the fabric of the urban Malaysian’s lifestyle. The coffee cafe has become the place to meet and be seen in. Young professionals and teenagers alike have gotten over the idea of spending more than RM10 for a cuppa to embracing cool Ice Blended® drinks and steaming Mocha Lattes.

Since opening its first outlet in 1997 at KL Plaza, CBTL has grown rapidly throughout Malaysia, with 45 outlets from Penang to Johor. Last year was described as “a phenomenal year” for CBTL, as it opened 13 stores in 2007 alone, including one at the Genting Theme Park and in Queens Bay Mall, Penang. It recently opened its 45th outlet in Desa Park City, West Kuala Lumpur, at the ground level of The Waterfront @ Park City.

“Our new outlet maintains The Coffee Bean and Tea Leaf signature concept of ‘a home away from home’ by providing cozy, relaxing ambience to our customers,” says Yazeed Dato’ Kayoom, Marketing Manager of CBTL.

Indeed, no expense is spared to fit out this 1,600 sq ft outlet, which caters to a sophisticated market at Desa Park City. The handcrafted Oakwood panels, new pastel colour scheme, colourful murals and lighting all contribute to give a sense of space and harmony. The sofas and the rest of the extensive sitting area overlook a beautiful park.

“We’re dedicated to serving our community and providing a destination and lifestyle quality experience. It is the ideal social gathering place to build respectful relationships with our friends, neighbors and customers in the community,” adds Yazeed.

With such an emphasis on ambience and environment, it’s hardly surprising that CBTL pays close attention to where it opens shop. In the Klang Valley, CBTL’s outlets are located in the heart of the Golden Triangle, such as the Pavilion, KL Plaza, Sungei Wang, Low Yat Plaza, Crown Regency, Wisma Genting and KLCC. Other outlets are also found in the heart of affluent residential areas such as Mid Valley, Bangsar, Bukit Damansara, Mont Kiara, Sri Hartamas, Mutiara Damansara and, of course, Desa Park City.

“As the law of retail applies, it’s all about location, location, location,” says Yazeed. “The Coffee Bean & Tea Leaf® is very particular where it positions itself. A careful study and analysis is applied before we decide to open a particular location.” Factors taken into account include the branding of their products and services; density and volume; accessibility; as well as facilities for its customers to enjoy CBTL experience. “Our location is important because we intend to be there long term and, of course, to build brand loyalty with our customers to the extent that we become a part of the community!” says Yazeed. “When our customers walk into our store, our team would greet the person by name and would be already preparing the customer’s usual drink. Recurring business is good for us.”

Of course, all the ambience in the world would not draw customers back if the product offering was not up to par. And CBTL prides itself in providing the highest quality coffees and teas for more than 40 years worldwide. “We offer to our community and our customers simply the best product and services from the best roasted coffees and teas,” says Yazeed. “We offer nothing but the best … just taste the difference — that freshness, quality and passion for excellence in your favorite handcrafted drinks or blend.”

Apparently, many around the world agree. Since CBTL opened its first store in Brentwood, California, in 1963 — making it the world’s oldest privately owned chain of specialty stores — it has exploded in growth to more than 600 stores in California, Arizona, Nevada, Mexico, Singapore, Malaysia, Korea, Brunei, Indonesia, UAE, Israel, India, Australia, China and Philippines … with many more to come at the choicest of locations on both the domestic and international scene.