LIKE the recent closure of an A&W outlet in Taipan Subang Jaya which sparked an outpouring of fond memories, news of Old Town White Coffee shutting one of its outlets in the same vicinity has caused a similar reaction.
As highlighted on the Subang Jaya and USJ Food Discovery Facebook page, forum member Yvonne Chung posted a picture of the shuttered premises.
Stating that the outlet acted as a useful landmark for those visiting her own workplace, she reminisced how the kopitiam served as an impromptu and unofficial meeting room.
The post has since generated 269 likes and 145 comments with a few debating as to the cause of the outlet’s demise as well as the perceived downturn in fortune for Old Town White Coffee.
The sense that their past is being erased was shared by a few commenters who felt that fondly-remembered childhood brands were being slowly wiped out. It was also surmised that once upon a time, Old Town White Coffee was considered a “major” brand that rivalled the likes of Starbucks.
However, many pointed to the brand’s deteriorating service and food quality as the main causes of the brand’s dip in popularity.
Price sensitivity and poorly-trained or rude staff were also highlighted as contributing factors. One commenter argued that the inability of the management to sort out the issues has contributed towards its impending demise.
A change in the ownership of the franchise was blamed for the downturn in fortunes. Established in 1999 in Ipoh, Perak, Old Town Bhd which operated over 200 Old Town White Coffee’s outlets was taken over by Netherland-based Jacobs Douwe Egberts Holdings Asia NL BV in 2017.
Not paying close attention to customer feedback over poor services on social media and improving service standards was also pin-pointed as a key reason for the franchise’s declining popularity.
Quite a few commenters jumped on the bandwagon to highlight other outlets that have closed down in recent times, insinuating that it could be a matter of time before the brand completely vanishes from the domestic dining scene.
Some were scathing in their assessment on the quality of food and service though it must be noted this is very much a question of individual preference.
But like the case of A&W outlet in Taipan, Subang, nostalgia alone isn’t enough to save a business. In a climate ruled by costs of living factors, value-for-money aligned with quality products and services will trump rose-tinted sentiments.
Brands that do not move with the times and continuously seek to improve its offerings will simply be left behind.
Old Town White Coffee remains a hugely popular and viable franchise. However, the closure of various outlets alongside constant slew of complaints on social media has created an impression of a brand on the downward curve. Such a perception is never a good thing.
Time to buck up or be prepared to be blown away. – June 30, 2025
