Wang Pin’s “Man Café” brand goes dark  5 outlets to close by end of July

▲ No more Man Café after July 31. (Photo / Screenshot from Man Café official website)

Reported by Huang Shiyuan / Taipei

Earlier this year, Wang Pin’s Man Café announced plans to invest NT$90 million in a transformation, aiming to build on coffee beverages while incorporating homemade bread and cuisine. But in less than half a year, Wang Pin has suddenly decided to end the “Man Café” brand. The first wave of closures includes Taipei Tingzhou Store, Taipei Ruiguang Store, and Zhongli Yuanhua Store on July 12, while the second wave will see Taipei Guangfu North Store and Hsinchu SOGO Store close on July 31.

Zhu Shuting, Associate Director of Overseas Development at Wang Pin International Brand Division, stated that Man Café’s average monthly revenue per store was NT$1 million to NT$1.2 million. However, as the café transitioned from offering light coffee meals toward homemade bread and cuisine, various costs and manpower investments continuously increased, resulting in poor profitability. The group ultimately decided to make the tough call to shut down the Man Café brand. However, Zhu noted that this is a temporary exit from the coffee market, and given their prior operational experience, they may re-enter the coffee segment if opportunities arise in the future.

Regarding employee retention, Zhu Shuting said that HR will prioritize placing staff in other brands, and further discussions will be held to respect their preferences if they have other wishes.