Starbucks’ long-term goal in Vietnam is to become consumer’s everyday café | Photo credit: Qui Nguyen

US coffee chain Starbucks plans to mark a decade of operations in Vietnam by reaching 100 stores in the country by the end the first quarter of 2023. 
 

Having opened its first store in Vietnam in Ho Chi Minh City in February 2013, the Seattle-based coffee chain currently operates 87 outlets across seven Vietnamese provinces. 

Patricia Marques, General Manager of Starbucks Vietnam, said the company will continue targeting outlet growth in the country after reaching its milestone, with Binh Duong and Quy Nhon highlighted as target regions for expansion.  

Starbucks trails several domestic chains in terms of outlets in Vietnam. Hanoi-based Highlands Coffee, currently operated by Filipino food company Jollibee Food Corporation, opened 37 stores in its third quarter to reach 562 outlets.  

Meanwhile, Ho Chi Minh-based The Coffee House currently operates more than 150 outlets across Vietnam.  

World Coffee Portal research forecasts the Vietnamese branded coffee shop market will exceed 5,200 outlets by 2025. 

Marques said Starbucks’ long-term goal in Vietnam is to become consumer’s “everyday café.” 

In July 2022, the company’s Global Coffee Alliance partner Nestlé introduced the Starbucks At Home instant coffee range and the We Proudly Serve Starbucks Coffee out-of-home programme in Vietnam.