Simple Coffee

What Simple Coffee does

Simple Coffee is a Bangkok-headquartered specialty coffee roaster founded in 2013 by Jason Weimer. The company operates a Direct Trade sourcing model, working directly with small coffee farms in Northern Thailand and SE Asia to procure single origin Arabicas and exclusive Arabica/Robusta blends. Its core technology is small batch roasting at 5-50kg per batch, which the company contrasts against industrial 6,000kg/hour roasters; batches are roasted to order and shipped within days, with the company stating this prevents stale inventory. Simple Coffee has built a layer of interactive educational tools around its core product, including the Flavor Continuum (a system mapping 14 flavor profiles across primary notes, secondary notes, body, mouth feel, and character), a Freshness Calculator keyed to roast date and brew method, a Roast Level Explorer, and a three-question Find My Coffee Quiz on the product page.

The business operates three go-to-market channels. First, direct-to-consumer e-commerce through simplecoffeeco.com sells roasted coffee online to individual coffee enthusiasts. Second, two company-owned retail showrooms — one in Bangna, Bangkok (ICS Commercial Building) and one in Hanoi, Vietnam (Bắc Từ Liêm) under simplecoffeevietnam.com — handle walk-in retail and customer education. Third, a wholesale channel supplies single origins and blends to cafes, restaurants, and retailers across SE Asia. The company is privately held and bootstrapped with no disclosed institutional funding and an estimated 15 employees. Revenue, pricing, and customer counts are not publicly disclosed.

Name

Simple Coffee

Website

https://simplecoffeeco.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Simple Coffee is a Bangkok-based, bootstrapped specialty coffee roaster founded in 2013 that sources single origin and blended coffees directly from small farms in SE Asia, sells through D2C e-commerce, two retail locations in Bangkok and Hanoi, and wholesale to cafes and retailers.

Ownership category

akta.pro rank

Product category

Specialty Coffee Roasting

NAICS

Coffee and Tea Manufacturing (311920), Coffee and Tea Manufacturing (31192)

SIC

Beverages (2080)

akta.pro industry

PRIMARYCRADAHAG

Coffee (Roasted, Ground, Whole Bean)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Non-Alcoholic Beverages (Coffee, Tea, Soft Drinks, Water)

SECONDARYAFAFADAJ

Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing

Agriculture & Food Production/Beverage Production/Coffee & Tea Processing (Roasting, Blending, RTD)

SECONDARYCRAHAGAI

Specialty Coffee & Tea Retail (Beans, Leaves, Accessories)

Consumer Products & Retail/Grocery & Food Retail/Specialty Food Stores (Deli, Cheese, Gourmet, Bakery)

SECONDARYTHAFADAE

Coffee Roasters with Cafe (Roastery Cafes)

Travel & Hospitality/Foodservice & Beverage (Restaurants, Cafes, Bars)/Cafes & Coffee Shops

Keywords

• Specialty coffee roasting
• Direct trade coffee
• Single origin coffee
• Small batch roasting
• Whole bean coffee

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Retail Coffee Sales: Direct-to-consumer sales of small batch roasted premium specialty coffee beans through e-commerce website. Products include single origin Arabicas and exclusive Arabica/Robusta blends.
2. Wholesale Distribution: B2B wholesale distribution of coffee products to cafes, restaurants, and other businesses. Simple Coffee offers single origin Arabicas and exclusive blends for wholesale distribution alongside retail customers.
3. Retail Store Sales: In-person coffee and product sales at company-owned retail locations in Bangkok and Hanoi.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Simple Coffee roasts premium specialty coffee beans in small batches of 5-50kg in Thailand, shipping within days of roasting. The company sources directly from small farms in Northern Thailand and Vietnam under a Direct Trade model, offering single origin Arabicas and exclusive Arabica/Robusta blends to retail customers through e-commerce and Bangkok/Hanoi stores, and to wholesale customers such as cafes and restaurants.

Product overview

Simple Coffee is a small-batch coffee roasting company operating as a single unified offering rather than a modular platform. The core product is premium specialty coffee beans, roasted to order in small batches (5-50kg) in Thailand. The product portfolio includes Single Origin coffees sourced directly from farms in Thailand and SE Asia, as well as exclusive Arabica/Robusta blends. Supporting the core coffee offerings are two interactive digital tools: the Find My Coffee Quiz (a three-question selector to match customers with their ideal coffee based on brewing method, flavor profile, and strength) and the Flavor Continuum (a visual profiling tool for exploring flavor notes, body, and mouth feel). The company operates on a Direct Trade model and maintains two retail locations in Bangkok and Hanoi. Products are available for both retail and wholesale distribution.

Differentiator

Problem solved

Functional benefit

Products and services

• Single Origin Coffees Premium specialty coffee beans sourced from individual farms and regions, including beans from Thailand and SE Asia, sold via the Simple Coffee website and retail locations for home brewing enthusiasts.
• Arabica/Robusta Blends Exclusive house blends combining Arabica and Robusta coffee varieties, offered for both retail consumers and wholesale distribution to cafes and restaurants across SE Asia.

Quantifiable outcome

• Coffee ships within days of roasting, not months
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Papa Palheta: Singapore specialty coffee roaster operating a roastery-café and supplying wholesale to restaurants and cafés. Directly comparable to Simple Coffee on small-batch roasting, direct trade sourcing, and a dual wholesale/retail model in SE Asia.
• Counter Culture Coffee: US specialty coffee roaster emphasizing sustainability, transparency, and education, with strong wholesale presence in cafés and restaurants. Comparable to Simple Coffee on educational content (training programs, sourcing transparency) and direct trade relationships.
• Verve Coffee Roasters: US specialty coffee roaster with roastery-cafés on the West Coast and direct trade sourcing. Comparable to Simple Coffee on craft small-batch roasting, roastery-café retail format, and brand-led marketing around coffee provenance.
• Common Man Coffee Roasters: Singapore-based specialty coffee roaster with a flagship café and roastery, focusing on single-origin coffees and direct relationships with producers. Directly comparable to Simple Coffee on craft roasting, SE Asian market presence, and café-as-brand expression.
• % Arabica: Japan-founded specialty coffee roaster and roastery-café chain with significant presence across Asia (Japan, Hong Kong, Singapore, Bangkok). Directly comparable to Simple Coffee on small-lot sourcing, minimalist brand aesthetic, premium positioning, and café-led retail expansion in SE Asia.

Regional players

• The Coffee Academics: Hong Kong-based specialty coffee roaster and café chain founded by a regional coffee figure with sourcing across Asia. Comparable to Simple Coffee on premium Asian specialty positioning and café-led retail, though operating from a different primary geography (Hong Kong vs. Bangkok/Hanoi).
• Single O Coffee: Australia-based specialty coffee roaster with cafés and wholesale distribution focused on single-origin and direct trade coffees. Comparable to Simple Coffee on small-batch craft roasting and direct farmer relationships, though operating primarily in Australia and the broader Asia-Pacific region.

Broad incumbents

• Blue Bottle Coffee: US-founded specialty coffee roaster and café chain (now majority-owned by Nestlé) with global expansion including Asia markets. Comparable to Simple Coffee on craft roasting narrative and café-led D2C, but operates at much larger scale and with substantial institutional capital.
• Stumptown Coffee Roasters: US specialty coffee roaster (owned by Peet's Coffee, itself part of JDE Peet's) known for direct trade and small-batch craft positioning. Comparable to Simple Coffee on direct trade sourcing and craft roasting narrative, though operates at significantly greater scale and with full wholesale/D2C reach in North America.
• Intelligentsia Coffee: US specialty coffee roaster with a strong direct trade program and a wholesale footprint across foodservice. Comparable to Simple Coffee on direct trade relationships and single-origin storytelling, but with a US-centric footprint and broader institutional distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/simplecoffee

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Simple Coffee