Following ZUS' price hikes, the M'sian coffee giant launches its 1st luxe signature stores

Ever since its inception in late 2019, ZUS Coffee has become a staple in Malaysia.

I remember walking by their first outlet in Binjai 8 that year, and was surprised when I began seeing them practically everywhere I went after the Covid lockdowns had eased up.

The company currently boasts 610 stores across the country according to their website.

And now, they’ve got another in Taman Paramount under their new label, ZUS Signature.

With a focus on luxury, this will be a departure from their usual convenience and affordability-driven model.

The new ZUS Signature store will be the company’s entry into the specialty coffee market.

Exclusive to outlets under this brand will be Single Origin Espressos (SOEs) from Brazil and Ethiopia. These will be prepared using the Victoria Arduino Eagle One, which saw usage in the World Latte Art Competition.

Other menu highlights include the Zeriously Matcha Latte and Yuzu Thunder, two new items crafted in conjunction with the store’s opening.

Not to draw comparisons, but it feels like ZUS Signature may have been inspired by the concept behind Starbucks Reserve, albeit with their own spin on things.

“At ZUS Coffee, we believe that great coffee is a necessity, not a luxury,” shared Head of Coffee and Zuristas Terrence Ho.

“Now, ZUS Signature is where a necessity meets luxury—a space where coffee connoisseurs can experience the highest level of craftsmanship, from the finest beans to innovative flavours that push the boundaries of specialty coffee culture.”

Long-time customers of ZUS will also be glad to know that items such as the CEO Latte, Spanish Latte, and Gula Melaka Latte will also be on offer at ZUS Signature stores.

Another ZUS Signature store can be found in The Oasis, Sunway Pyramid.

Deliveries and order pick-ups for both outlets can be made through the ZUS Coffee app.

The reason behind ZUS Coffee’s creation was to fill the gap in the market for “good quality coffee at an affordable price.”

Those were the words of COO Venon Tiam during a panel at the Tech in Asia Conference 2024.

But that said, he also emphasised how crucial it is for businesses to adapt in the face of changing market conditions.

ZUS caught the ire of social media this year for quietly increasing the prices of several menu items by RM0.30. 

In their following statement, the company noted that this was due to the rising costs of coffee beans and cocoa.

It’s understandable that a business has to make adjustments when they’re called for in order to sustain themselves, but perhaps their fans would have appreciated more upfront transparency beforehand.

That aside, if their growth is anything to go by, the company still has a huge fanbase ready to welcome new offerings from the brand, ZUS Signature included.

Featured Image Credit: ZUS Coffee