After You Public Company Limited

What After You Public Company Limited does

After You Public Company Limited is a Thai dessert cafe chain founded in 2007 by Maetup T. Suwan ("May"), headquartered in Suanluang, Bangkok, and listed on the Stock Exchange of Thailand since approximately 2017. The company operates 44 retail branches across Thailand, primarily in major shopping malls (IconSIAM, Siam Paragon, CentralPlaza, Terminal 21, MBK Center), through a mix of company-owned and franchise locations. Its core product is signature desserts — Shibuya Honey Toast, Chocolate Lava Cake, Panookie, and Figgy Pudding — alongside Kakigōri (Japanese shaved ice), frappés, and seasonal/collaborative menus. Customer access is provided through physical stores, all major Thai food delivery platforms, and a proprietary mobile app (iOS and Android) that integrates an "After You Wallet" payment function and a loyalty program (1 reward point per 100 THB spent).

The business operates four revenue streams: (1) retail dessert and beverage sales from cafe locations, (2) franchise fees and royalties from licensed operators (including a separate Mikka franchise brand), (3) corporate catering services spanning wedding receptions, product launches, and event catering, and (4) gift voucher sales (100 THB per voucher) and loyalty-driven repeat purchases. Notable corporate catering clients include Cartier, Porsche (via AAS Auto Service), Samsung, PTT Public Company, King Power Rang Nam, The Parq Life, and Seacon Square.

Technically, the company describes its infrastructure as standard cafe/restaurant operations augmented by a mobile app with digital wallet, branch locator, and loyalty rewards. The technology stack is not a point of differentiation; competitive advantage is built on proprietary recipes, brand recognition accumulated over 17 years, and physical mall-based distribution. The company is family-controlled by the Kanokwatanawan family, with Mr. Maetup T. Suwan serving as Managing Director and a dividend policy of at least 50% of net profit after tax. There is no disclosed revenue, no AI/ML capability, no M&A activity, and no foreign geographic expansion beyond Thailand.

Name

After You Public Company Limited

Legal name

After You Public Company Limited

Website

https://afteryoudessertcafe.com

Company type

Public

Founded year

2007

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

After You Public Company Limited is a Thai publicly listed dessert cafe chain operating 44 mall-based branches across Thailand (founded 2007), serving individual consumers with signature desserts, mobile-app ordering, loyalty rewards, corporate catering, and a franchise program.

Ownership category

akta.pro rank

Product category

Dessert Cafe Services

NAICS

Retail Bakeries (311811), Baked Goods Retailers (445291), Specialty Food Retailers (4452)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Dessert Cafes (Coffee + Desserts) (THAFADAH)

akta.pro secondary industries

Dessert & Bakery Catering (Cakes, Pastries, Candy) (HSACAGAI), Online Bakery & Desserts Delivery (CRAHAIAK)

Keywords

• Dessert cafe chain
• Specialty dessert retail
• Event catering services
• Cafe franchise opportunities
• Mobile loyalty program

Headquarters

HQ city

Suan Luang

HQ country

Thailand

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Retail Dessert Sales: Direct sales from dessert cafe locations offering signature items including Shibuya Honey Toast, Chocolate Lava Cake, Kakigori (shaved ice), frappes, and various desserts. Sales from food and beverages consumed in-store and takeout.
2. Franchise Fees: Revenue from franchise opportunities - franchisees pay for the right to operate After You branded dessert cafes.
3. Corporate Catering Services: Wedding reception catering, product launch catering, and event catering services for corporate clients. Contact through dedicated catering team.
4. Snack Box Catering: Pre-packaged dessert snack boxes for corporate events and meetings.
5. Gift Voucher Sales: Sale of gift vouchers at 100 THB per voucher at all branches and through customer service.
6. Loyalty Program Points: Members earn 1 reward point for every 100 THB spent. Points redeemable for rewards. Creates customer retention and repeat purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels4 records

Core offering

After You Public Company Limited operates a chain of dessert cafes in Thailand, selling signature desserts such as Shibuya Honey Toast, Chocolate Lava Cake, Panookie, Figgy Pudding, Kakigori (shaved ice), and frappes through dine-in, takeout, and delivery. Beyond in-store sales, the company offers a customer mobile app with loyalty rewards and in-app payment, gift vouchers, multiple catering lines (weddings, product launches, snack boxes, corporate events), and a franchise program for entrepreneurs to open After You branded locations.

Product overview

After You Public Company Limited operates a dessert cafe chain with over 40 branches across Thailand. The core offering is the After You Dessert Cafe, featuring signature desserts such as Shibuya Honey Toast, Chocolate Lava Cake, Panookie, and Figgy Pudding. The company offers a mobile application (iOS/Android) with integrated After You Wallet payment, a member rewards program, and sells gift vouchers. Business services include catering for weddings, product launches, and events, along with franchise opportunities. Seasonal menu collaborations with partners like Vinefru and Matcha แม่ตุ๊ก drive product innovation.

Differentiator

Problem solved

Functional benefit

Products and services

• After You Dessert Cafe Thai dessert cafe chain operating 44 branches across shopping malls and commercial areas, serving signature desserts, shaved ice (Kakigori), frappes, cakes, and beverages for in-store dining, takeout, and delivery.
• After You Mobile Application Customer-facing mobile app for iOS and Android that supports branch finder, delivery ordering, After You Wallet payment and top-up, member registration, and access to latest news, menus, and promotions.
• Gift Voucher 100 THB-denominated gift voucher redeemable at any After You branch; available for purchase at all branches and through customer service.
• Wedding Reception Catering Dessert catering service for wedding receptions and related wedding-party events, ordered through a dedicated catering team.
• Snack Box Catering Pre-packaged dessert snack boxes supplied for corporate meetings, office refreshments, and events; ordered via phone and Line.
• Product Launch Catering Catering service for product launch and promotional events, with past enterprise clients including Cartier, Porsche (via AAS Auto Service), and Samsung.
• Event Catering General event catering for corporate clients, with past enterprise clients including King Power Rang Nam, The Parq Life, Seacon Square Srinakarin, and PTT Public Company Limited.
• Franchise Opportunities Business opportunity for entrepreneurs to open After You branded dessert cafe locations under franchise agreement, supported by an operations team and downloadable business plan guidelines.

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• VinefrucoreStrategic or Co-development Partner · 7 May 2026Special menu collaboration featuring items from Ginza, Japan. Menu includes Kinako Mochi Kakigori and Pistachio Strawberry Matcha Kakigori. Available at all After You branches.
• Matcha แม่ตุ๊กcoreStrategic or Co-development Partner · 5 May 2026Multi-episode collaboration featuring matcha-themed desserts. Includes Coconut Matcha & Pandan Mochi, Matcha Pistachio Coconut Frappe, Matcha Lod Chong Frappe with Soft Cream, Strawberry Kakigori Matcha, Blueberry Lavender Matcha, and Earl Grey Matcha with Salted Caramel Soft Cream.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• BreadTalk: Singapore-based bakery chain with regional Asia presence including Thailand. Operates at larger scale than After You in the bakery cafe category, offering a more relevant comparison for premium bakery retail expansion.
• Tous Les Jours: Korean-origin bakery cafe chain with significant Thailand footprint. Overlaps with After You in the bakery cafe and dessert category, serving mall shoppers with a similar sweet-treat focus.
• Haagen-Dazs (Thailand): Global premium ice cream and dessert brand with mall-based locations in Thailand. Competes in the premium dessert cafe space and offers benchmark for premium pricing and franchise operating models in the region.

Direct peers

• Beard Papa's: Japanese-origin cream puff and pastry chain with locations across Thailand. Directly competes in the dessert-bakery cafe space with similar mall-based retail footprint and impulse-purchase price points.
• Black Canyon Coffee: Thai coffee and cafe chain with mall and street locations across Thailand. Comparable as a Thai cafe brand with broad retail presence, though its focus on coffee rather than dessert places it as a slightly broader peer.
• Greyhound Cafe: Thai-origin casual dining cafe chain with strong dessert program and mall-based locations. Directly comparable as a Thai cafe brand serving mall shoppers with a mix of food and desserts, similar positioning to After You.
• Mochi Mochi: Thai specialty mochi and dessert brand with mall locations. Highly comparable to After You's mochi-based and Kakigori offerings, with similar target customer and sweet-cafe positioning.
• Paris Baguette (Thailand): Korean-origin bakery cafe chain with strong Thai presence in shopping malls. Competes directly with After You in the bakery-and-dessert cafe category, serving similar customers looking for Instagrammable sweet treats.
• Swensen's (Thailand): Long-established dessert and ice cream chain in Thailand with extensive mall presence. Directly competes with After You in the dessert-only / sweet cafe category within Thai shopping malls.

Emerging players

• Cha Tra Mue (Handbrand): Iconic Thai tea brand expanding into dessert cafe formats. Comparable as a Thai heritage beverage/dessert brand targeting similar mall customers, though focused on tea rather than the broader dessert menu After You offers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/after-you-dessert-cafe

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about After You Public Company Limited