KUALA LUMPUR -- No two coffee drinkers are likely to agree on the recipe to make a perfect cup. But anyone looking to brew a successful consumer sector business in Southeast Asia would do well to study ZUS Coffee, the Malaysian startup that has grown from nothing in 2019 to a profitable enterprise with more than 600 outlets in two countries and ambitions to expand significantly.
Its secret is a combination of high operational consistency, understanding its target market's aspirations, lifestyle and spending power, and a slice of luck.
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