Sarnies

What Sarnies does

Sarnies is a multi-concept hospitality group operating 12 F&B outlets across Bangkok and 1 flagship outlet in Singapore, spanning coffee shops, bakeries, casual dining restaurants, and cocktail bars organized into 9 Sarnies Concepts and 4 Specialized Concepts. The group's underlying operational backbone consists of an in-house coffee roasting facility (Sarnies Roastery) supplying beans and blends to every concept, and a central bakery (Sarnies Sourdough) producing naturally leavened breads for all outlets daily. Bangkok operations generate approximately 80% of group revenue, with co-founders citing superior profit margins driven by lower rent and manpower costs relative to Singapore.

The business model combines direct dine-in revenue across physical outlets with three supplementary streams: bespoke corporate events and catering (trusted by brands including Lululemon, Versace, TikTok, Meta, BMW, and Bangkok Bank), F&B consultancy services leveraging operational expertise, and wholesale trade (growing 60% year-on-year in FY2025) distributing coffee and bakery products to other operators. The group serves two primary customer segments: urban professionals seeking quality-driven comfort food and specialty coffee in distinctive neighborhood venues, and corporate clients needing event catering, food stations, and pop-ups. The company is privately held, co-founded by Benjamin Lee and Eric Chan in 2010, with no disclosed institutional investment, and owns wholly-owned subsidiaries including creative agency CHOW and acquired brands Pimp My Salad and F*nkytown. F*nkytown's inclusion in the World's 50 Best Bars and consecutive Tatler Best Thailand recognitions provide third-party validated brand equity.

Name

Sarnies

Legal name

Sarnies

Website

https://sarnies.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Sarnies is a privately held multi-concept hospitality group operating 12 F&B outlets across Bangkok (80% of revenue) and 1 in Singapore, spanning cafes, bakeries, restaurants, cocktail bars, and an in-house roastery, with supplementary events/catering, wholesale, and F&B consultancy revenue streams.

Ownership category

akta.pro rank

Product category

Specialty Coffee & Casual Dining Hospitality

NAICS

Specialty Food Retailers (4452), Caterers (722320)

SIC

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

akta.pro primary industry

Dessert Cafes & Dessert Bars (Sit-Down) (THAFAGAI)

akta.pro secondary industries

Dessert Cafes (Coffee + Desserts) (THAFADAH), Private Chef & In-Home Dining Services (HSACAGAE), Karaoke Bars & Entertainment Bars (THAFAEAH)

Keywords

• Specialty coffee shops
• Casual dining restaurants
• Cocktail bars
• Artisan bakery products
• Events catering services

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. F&B Outlet Operations: Direct revenue from operating 12 F&B outlets across multiple concepts in Bangkok plus one flagship in Singapore. Thailand operations generate 80% of group total revenue. Concepts include cafes, restaurants, bars, and bakeries.
2. Events & Catering Services: Bespoke culinary and beverage catering for corporate events, celebrations, and private functions. Includes bespoke menus, food stations, pop-ups, and workshops. Trusted by lifestyle brands and corporate teams.
3. F&B Consultancy Services: Non-operational revenue stream scaling through F&B consultancy services, leveraging the group's hospitality expertise and brand building capabilities.
4. Wholesale Trade: Wholesale trade of products (likely coffee beans, food items) growing 60% year on year in FY2025, representing a significant non-operational revenue growth driver.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels4 records

Core offering

Sarnies is a multi-concept hospitality group operating 13+ physical F&B outlets across Singapore and Bangkok spanning coffee shops, bakeries, casual dining restaurants, and cocktail bars. The group roasts its own coffee through Sarnies Roastery and produces daily artisanal baked goods through Sarnies Sourdough, which supply all outlets. Revenue is driven by dine-in operations (12 Bangkok outlets generating 80% of group revenue, plus 1 Singapore flagship), supplemented by events and catering services, wholesale trade, and F&B consultancy.

Product overview

Sarnies is a multi-concept hospitality group operating a portfolio of 13 distinct food and beverage brands across Singapore and Bangkok. The portfolio spans coffee shops, bakeries, casual dining, and cocktail bars, organized into Sarnies Concepts (9 brands including flagship cafes like Sarnies Singapore and Sarnies Bangkok, bakery concepts like Sarnies Sourdough and Sarnies Roastery, and dining venues like Sarnies Cantina) and Specialized Concepts (4 brands including healthy bowl concept Pimp My Salad, cocktail bars F*nkytown and Toma y Toma, and Latin kitchen Carito's). The group generates revenue through dine-in operations across 12 Bangkok outlets and 1 Singapore outlet, supplemented by non-operational revenue streams including Events & Catering Services and wholesale trade (growing 60% year-on-year in FY2025). The group also provides F&B consultancy services and has received partnership inquiries from Dubai, Jakarta, and Kuala Lumpur.

Differentiator

Problem solved

Functional benefit

Brands

• CHOW: Creative agency focused on F&B and hospitality, providing strategy, branding, and marketing services
• Pimp My Salad
• F*nkytown
• Carito's
• Toma y Toma
• Sarnies Concepts

Products and services

• Sarnies Singapore The original Sarnies location in Telok Ayer, Singapore, known for serving bold, hearty dishes and rich in-house roasted coffee. Offers comfort food for power breakfasts, relaxed lunches, and quality brews.
• Sarnies Bangkok Bangkok flagship located in a restored 150-year-old boat repair shop at Charoenkrung Soi 44, Bangrak. Offers bold flavors, all-day dining, and a familiar space built for lingering. Event capacity approximately 34 pax indoor / 6 pax outdoor.
• Sarnies Sourdough Cafe-central kitchen hybrid at Charoenkrung Soi 42/1, Bangrak, focused on naturally leavened sourdough and artisanal baked goods. Produces fresh baked goods for all Sarnies outlets daily while serving as a cafe.
• Sarnies Roastery Coffee roasting facility at Soi Ton Son, Ploen Chit, where the group house-roasts expressive coffee beans and blends. The engine behind great coffee across all Sarnies concepts, with pine wood interior. Event capacity approximately 34 pax indoor / 15 pax outdoor.
• Sarnies カフェ Sukhumvit Neighbourhood cafe at Sukhumvit Soi 37, Watthana, near Phrom Phong BTS. Blends Japanese-inspired comfort food with quality coffee in a calm, minimalist space. Event capacity approximately 75 pax indoor / 6 pax outdoor.
• Sarnies & Friends

Named customers20 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

21 partnerships are on record, tiered core and minor.

• The St. Regis BangkokcoreStrategic or Co-development Partner · 1 November 2025Sarnies pop-up partnership at The St. Regis Bangkok's The Lounge from November 1, 2025 to April 30, 2026. Features exclusive Sarnies Pop-Up showcasing artisanal coffee craftsmanship with the hotel's sophistication.
• LululemonminorGTM or Marketing PartnerLifestyle fashion brand that uses Sarnies' events and catering services for corporate functions and brand activations.
• VersaceminorGTM or Marketing PartnerLuxury fashion brand that has engaged Sarnies for corporate events and catering services.
• FerragamominorGTM or Marketing PartnerItalian luxury fashion house using Sarnies' catering and event services.
• AgodaminorGTM or Marketing PartnerOnline travel company engaged with Sarnies for corporate events.
• One BangkokcoreGTM or Marketing PartnerMajor real estate development in Bangkok housing Sarnies One Bangkok flagship store. Strategic tenant partnership with physical retail presence in a premier commercial complex.
• UniqlominorGTM or Marketing PartnerJapanese casual wear retailer using Sarnies' catering services for corporate events.
• JustCominorGTM or Marketing PartnerCoworking space operator engaged with Sarnies for events and catering.
• The Great RoomminorGTM or Marketing PartnerPremium coworking and flexible workspace provider using Sarnies' services.
• GrabminorGTM or Marketing PartnerTechnology company engaged with Sarnies for corporate events.
• TikTokminorGTM or Marketing PartnerSocial media platform using Sarnies' events and catering services.
• MetaminorGTM or Marketing PartnerTechnology company using Sarnies' corporate catering services.
• SiemensminorGTM or Marketing PartnerIndustrial conglomerate engaged with Sarnies for corporate events.
• Bangkok BankminorGTM or Marketing PartnerThai banking institution using Sarnies' catering and event services.
• AdeccominorGTM or Marketing PartnerHR services company engaged with Sarnies for corporate events.
• BMWminorGTM or Marketing PartnerAutomotive brand using Sarnies' events and catering services.
• Club 21minorGTM or Marketing PartnerFashion retail group using Sarnies' catering services.
• SCB 10XminorGTM or Marketing PartnerSCB subsidiary focused on innovation and venture capital, engaged with Sarnies for events.
• Nippon PaintminorGTM or Marketing PartnerPaint and coatings company using Sarnies' event services.
• Golden GooseminorGTM or Marketing PartnerItalian luxury fashion brand engaged with Sarnies for corporate events.
• AMI Alexandre MattiussiminorGTM or Marketing PartnerFrench fashion brand using Sarnies' catering services.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Common Ground: Singapore cafe + co-working hybrid concept targeting urban professionals. Comparable to Sarnies' lifestyle cafe model and similar customer segment of urban creative/tech workers.
• Rocket Coffeebar: Bangkok specialty cafe and roaster with multiple outlets and in-house roasting. Directly comparable as a Bangkok-based specialty cafe + roaster competitor targeting similar urban professional customers.
• Roast: Singapore specialty cafe operator with multiple outlets and an in-house roastery. Directly comparable to Sarnies' original Singapore cafe + coffee-roastery model and serves a similar urban professional customer base.
• The Coffee Academics: Hong Kong-origin specialty cafe chain with regional Asia expansion. Comparable as a multi-outlet specialty cafe operator with a focus on coffee quality and lifestyle dining, similar to Sarnies' cafe-restaurant hybrid model.
• Common Man Coffee Roasters: Singapore specialty cafe group with in-house roasting and multi-outlet operations. Comparable to Sarnies Singapore/Rostery positioning with a focus on specialty coffee and quality-driven comfort food.
• % Arabica: Asia-wide specialty coffee cafe chain with own roasting. Comparable to Sarnies' specialty coffee cafe + roastery positioning with a similar premium-minimalist cafe format across major Asian cities.
• Greyhound Café: Multi-concept Bangkok lifestyle F&B group with cafes and restaurants in prime locations. Highly comparable to Sarnies as a multi-brand Bangkok hospitality operator targeting urban professionals and lifestyle consumers.
• Pacamara Boutique Coffee Roasters: Singapore-origin specialty cafe + roaster with outlets in Singapore and Bangkok. Directly comparable to Sarnies Roastery's vertically integrated specialty coffee positioning and cafe-retail format.

Broad incumbents

• Blue Bottle Coffee: Global specialty coffee chain with in-house roasting and cafe operations in Asia. A broader incumbent in the specialty cafe + roaster category with significantly larger scale than Sarnies but similar product philosophy.
• Café Amazon (PTT): Thailand's largest coffee chain operated by PTT, with thousands of outlets nationwide. A broader incumbent in the same Thai coffee/café category but operating at mass-market scale rather than Sarnies' specialty boutique positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sarnies.bkk
• LinkedInlinkedin.com/company/sarnies-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 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 Sarnies