The coffee chain says its new ‘upscale’ store format has been designed to meet increasing demand for elevated coffee and culinary experiences among Vietnamese consumers
Vietnamese coffee chain The Coffee House has launched a new ‘exclusive and upscale’ coffee shop brand – SIGNATURE by The Coffee House.
Located at the Crescent Mall shopping centre in Ho Chi Minh City, The Coffee House said the specialty coffee shop caters to increasing consumer appetite for premium products and experiences across the country.
The Coffee House said its new concept will enable the company to ‘tell the story of the coffee bean's journey’, educating customers via its on-site roaster and serving a range of espresso, filter and coldbrew beverages.
“In our own journey of growth, The Coffee House always ponders how we can change and still maintain the identity of the Coffee House. Luckily, we realise that our customers are also growing up with us. The requirements, requirements for products and experiences are also getting higher and higher. The process of listening and improving helps us believe that a coffee date now needs three elements: coffee with taste, delicious and multi-identity food and inspirational space. The new model is designed to match the increasing trend of Vietnamese people to elevate their coffee and culinary experiences,” said Ngo Nguyen Kha, CEO, The Coffee House.
The Coffee House, which operates more than 150 outlets across Vietnam, hopes that SIGNATURE by The Coffee House will help the company stand out against its competitors in the country.
In the Crescent Mall shopping centre alone, fellow Vietnamese coffee chains Phuc Long Coffee & Tea and Trung Nguyen E-Coffee operate stores, alongside international brands including Baskin Robbins, Paris Baguette, The Coffee Bean & Tea Leaf and Waynes.
In November 2022, The Coffee House’s parent company Seedcom announced that the coffee chain had achieved year-on-year sales growth of 53% to reach VND 564bn ($22.7m) in the nine months ended 30 September 2022.
Seedcom said The Coffee House is its leading brand, generating average daily sales of more than VND 2bn ($80,000).
