Tao Bin
Everyday Drink for Everyone

“Data” That Understands People, Not Just Sales

At Tao Bin, data from every order is analyzed and leveraged to deliver great consumer experiences—from ensuring machine readiness and ingredient availability to developing menus and marketing campaigns that match actual behaviors.

“Every purchase at Tao Bin is made through a digital system. So, we know when customers buy, which drinks they prefer, and how often they use our service. With these insights, we don’t just know sales figures but also deeply understand customer behaviors. We therefore are able to develop increasingly better personalized experiences for each customer.”

Furthermore, Tao Bin uses such data to strengthen customer engagement. Through map.tao-bin.com, customers can check each machine’s status and ingredient availability in real time before heading out, making it easier to choose a nearby kiosk and enjoy a smoother, data-driven experience.

Meticulously Designed “Cup”

Beyond data and technology, Tao Bin pays exceptional attention to the “cup,” a key component of every purchased item.

Today, Tao Bin serves nearly 200,000 drinks a day with an error rate of just 0.3%. While this percentage is very low, Tao Bin takes it seriously. In a fully automated system with no staff on-site to assist customers immediately, every service failure represents a disappointing experience. But at the same time, it is an opportunity to improve.

With its machines making great drinks, Tao Bin seeks to minimize customer issues. It is important to eliminate upfront customers’ pain points—especially those related to “cups” as much as possible, given that there is no staff on standby around the vending machines to immediately fix errors.

The cup is a critical part of the entire system. Every detail—from its angle, thickness, strength, and heat resistance to the way it is stacked inside the machine—must be precise to the tune of “millimeter” for the cup to work seamlessly with the dispensing mechanism. Even the slightest deviation can disrupt the entire process and immediately affect customer experience.

Partner with “Shared Goal”

“To me, imperfection is normal in development process. What matters is having a partner ready to learn and solve problems together,”

Mr. Anupat said. Tao Bin has chosen SCGP as its partner because this company has provided quality products and worked with the same approach—readiness to dive into details and collaboratively find the best solutions. One clear example was the development of cups for a new-generation machine designed to accommodate two cup sizes in a single unit. Achieving the right fit required multiple adjustments to the cup’s dimensions, angles, and structure. Through continuous collaboration and improvement, Tao Bin has finally got the cups that not only support its machine’s performance but also satisfy customers.

While satisfied with today’s results, Tao Bin and SCGP always seek ways to improve, as every problem is an opportunity to do better.

From Success to Success

Aware of constantly changing consumer behaviors, Tao Bin prioritizes developing diverse menus and new monthly campaigns. 

“We want Tao Bin to be a space for discovery. Whether customers already have a favorite or are looking for something new, there’s always a reason to return for something interesting,” Mr. Anupat said.

Behind a cup that takes just minutes to dispense is the synergy of technology, data, engineering, packaging, and people who never stop improving. For Tao Bin, success isn’t measured by the number of cups sold, but by making every cup an experience that “customers can trust every day.”