From Global Experience to Local Impact: The Vision of Stephane Coum at Central Food Retail Group

In the competitive world of retail, few leaders have a track record as diverse and impressive as Stephane Coum, CEO of Food Group, Central Retail in Thailand. A well-respected and influential figure, he leads the largest supermarket chain in Thailand, which has been operating since 1992.

Under his strategic guidance, the company achieved remarkable growth in the first half of 2024, with an 11% increase in ticket counts and a 10% rise in new customers compared to the previous year.

This success is fuelled by his 1.6-billion-baht investment plan for 2024 with the company’s new vision of becoming a “Truly World-Class Omni-Channel Lifestyle Food Retail,” aiming to expand its network to 1,000 stores by 2027. This ambitious goal is a testament to Coum’s exceptional leadership and vision.

With over two decades of experience across multiple countries, Coum’s leadership style is a blend of strategic vision, cultural sensitivity, and a deep passion for people. His journey from managing supermarkets in Turkey to leading a vast network of stores in Thailand is a testament to his adaptability and commitment to excellence.

When asked about his career trajectory, Coum shared, “I’ve been in the retail food industry since 1994, working across different countries with diverse cultures. This has shaped my approach to leadership—every country teaches you something new about managing people and strategy.”

His journey began in France, but his career took off when Carrefour acquired the company he was working for, leading him to new opportunities in Turkey, China, Malaysia, and eventually Thailand.

Coum’s leadership style has evolved significantly over the years, adapting to the unique challenges of each region he has worked in. “Your management style changes with your position, age, and the country you’re in,” he explained.

“Today, my focus is on supporting my team, listening to their concerns, and solving problems together.” This people-first approach has been a cornerstone of his governance, emphasising the importance of communication and alignment across all levels of the organisation. He has introduced several initiatives at Central Food Retail Group to enhance communication and foster a sense of community among employees.  

As a forward-thinking leader, Coum anticipates changes in the retail industry and emphasises the importance of a strong mindset towards change among employees. He ensures that his team is well-prepared to adapt smoothly to changes in business operations.

At Central Food Retail Group, he holds weekly meetings with his executive team and meeting sessions with the top 200 managers to ensure everyone is aligned with the company’s priorities. He also takes the time to connect with frontline workers, hosting pep talks at stores and recognizing outstanding employees during the company’s annual recognition day. “Without our associates, we are nothing,” he stated, underscoring his belief that the success of any retail business is rooted in the dedication of its employees.

Throughout the interview, Stephane frequently compares the workings of an organisation to that of a football team. He believes that much like in football, where underdogs can challenge and even surpass wealthier clubs by having a clear goal and strong determination, a company can achieve great success regardless of its initial resources.

“If we would be a football team in the championship in the UK, perhaps we would not have the best budget,” he notes. “But with a team who respects each other, who will fight for each other, who loves the foundation of the club, the history of the club, you can move a lot of mountains.”

Coum’s leadership extends beyond day-to-day operations; he is also focused on the future. Central Food Retail Group is committed to becoming Thailand’s premier destination for premium food, with a strategy centred on offering the best-imported products and creating exceptional customer experiences.

“Our goal is to be the premium food destination for customers in Thailand,” he said, highlighting the company’s focus on best imported products, fine wine, fine food and good assortments.

Under his leadership, the company has begun integrating AI to streamline operations and improve efficiency, while also taking concrete steps to reduce its carbon footprint. “The next decade will be the decade of AI,” he remarked, noting the importance of adapting to technological advancements while also addressing environmental concerns.

Despite the demands of his role, Coum maintains a healthy work-life balance through sports and fitness. “Mens sana in corpore sano,” he quoted, emphasising the importance of a sound mind in a sound body. Whether it’s fitness training, playing paddle, or organising sports days with his team, Coum believes that physical well-being is crucial to effective leadership.

In a world where corporate success often comes at the expense of personal and environmental well-being, Stephane Coum stands out as a leader who balances ambition with empathy, strategy with sustainability, and business goals with a genuine love for people. His journey from a small town in France to the top of Thailand’s retail industry is not just a story of professional success but also a testament to the power of leadership rooted in respect, communication, and passion.

About Central Food Retail Group

Central Food Retail Group (CFG), a subsidiary of Central Retail, operates Tops, Thailand’s largest supermarket chain. It offers a diverse range of food retail options, from premium supermarkets to convenience stores and specialty shops. Established in 1996, Tops has expanded to over 700 outlets nationwide and provides omnichannel and quick commerce services, including online shopping with a 1-hour delivery option and Tops Prime, Thailand’s first delivery subscription service. Tops also offers a wide selection of private label and exclusive brands, focusing on customer satisfaction, value, and sustainable practices.

Find out more at https://corporate.tops.co.th/central-food-retail/