Two siblings, Vatanaya and Patthanan Amatanon, are transforming the beverage industry through their innovative automated drink vending business, 'Flying Turtle.' Within just three years, they have successfully installed over 7,000 vending machines across Thailand, capitalizing on their backgrounds in technology and design.
Vatanaya, the CEO of Fort Vending Co., specializes in UI/UX design, and Patthanan, the business development officer for Fort Corporation, brings his advisory experience to the forefront of this venture. The idea spurred during the COVID-19 pandemic has rapidly gained traction, allowing the brand to provide 24-hour service catering to modern consumer needs.
“If we waited for everything to be perfect before launching, it would take us another three years to hit the market. We decided to start and develop simultaneously based on consumer feedback,” stated Patthanan.
One of their significant strengths lies within their strong research and development (R&D) capabilities, which enables them to continuously evolve their services to meet consumer pain points. “The ability to update menus in real-time across all 7,000 machines is one of our standout innovations,” remarked Vatanaya, emphasizing the company’s commitment to adapt to rapid technological changes.
Not only are they successful domestically, but they are also planning their foray internationally, already entering markets like Singapore, Malaysia, Australia, Hong Kong, and Dubai. “We focus on markets with strong economic growth since the selling prices are higher, allowing for more significant profit margins,” Patthanan explained.
Flexibility plays a key role when selecting partners internationally, as they sometimes opt for local rebranding but maintain the core identity of the Flying Turtle brand. Vatanaya stated her ambitions extend beyond automated vending to developing B2B services and automated cafés offering ice creams and bubble tea.
Future aspirations also include the integration of mobile app ordering for convenience and even potentially automated food delivery. Vatanaya expressed, “We believe we must continuously advance because convenience and time-saving are what consumers desire.” Both siblings aspire for 'Flying Turtle' to be perceived as nurturing and accessible, symbolizing reliability and availability.
“We want Flying Turtle to be like family, always ready to cater to people’s needs, whether hungry, thirsty, or whenever they need something to drink,” she added.
Their overarching mission, both siblings noted, is not measured by the number of machines or sales but rather their integration within everyday life. “We aim to be 'Everyday, Everywhere, Anytime' accessible for everyone, both within Thailand and worldwide,” concluded the Amatanon siblings. Their entrepreneurial spirit reflects the broader narrative of how technology and thoughtful innovation can reshape industries.
With more products and services on the horizon, Flying Turtle is set to not just serve but also evolve, fostering improvement within the automated beverage sector, encouraging the market to rethink consumer engagement.