Starbucks aims for 100 stores in Vietnam this year

According to a recent report of the fast-moving consumer goods (FMCG) in the Asian region announced by Kantar World Panel, Vietnam's beverage industry has recovered after two years of being affected by the epidemic. The third quarter of 2022 recorded an average growth rate of 5.2 per cent, only 0.4 per cent lower than the average growth rate of Asia.

"The beverage sector will bounce back from the lockdown in Vietnam and seems to thrive again after two years of decline,” said Kantar’s report.

In 2022, Starbucks Vietnam continues to expand the presence of American coffee brands on the S-shaped strip of land. This brand has opened 87 stores in Vietnam so far, concentrated in eight cities/provinces including Hanoi, Ho Chi Minh City, Hung Yen, Hai Phong, Da Nang, Hoi An (Quang Nam), Nha Trang (Khanh Hoa) and Binh Duong.

Starbucks Vietnam's goal is to expand into more neighborhoods where it can serve more customers to enjoy coffee with family and friends or serve takeaways on their way to work.

Sharing about Starbucks' goal in Vietnam in 2023 in particular and in the long-term, CEO of Starbucks Vietnam Patricia Marques said: "We will continue to open more stores and opportunities, in addition to places that we have visited."

One of the goals of Starbucks Vietnam in 2023 is to open the 100th store after a decade in Vietnam. Its first store was launched at the intersection of Phu Dong (District 1, Ho Chi Minh City) in February 2013.

With Starbucks Vietnam, in the new-normal period, in addition to certain growth in financial results, the business also made some significant growth in other areas.

In late 2022, Starbucks Vietnam enabled new payment by partnering with e-wallet partners to provide more convenience for customers. Since then, in addition to bank cards, Starbucks Rewards membership cards, or cash, customers can also use QR codes to pay at Starbucks Vietnam stores with two major partners in the e-wallet industry such as MoMo and ZaloPay.

In 2023, Starbucks Vietnam continues to introduce seasonal products to consumers while bringing experiences to customers through the new product lines. On the occasion of Starbucks' 10th anniversary in Vietnam, customers in Vietnam will have a chance to enjoy Starbucks Vietnam Da Lat coffee beans again.

In terms of people, Starbucks Vietnam continues to improve management capacity, human resource capacity, and operational efficiency at each store.

“We believe that, in the F&B segment, there must be the right formula to expand and develop,” Marques emphasized.

Starbucks has also built its business through human connections, community engagement, and cultural admiration. Finally, it is the spirit of respecting and serving people. Entrepreneurship is associated with the responsibility for the environment, partners, and customers.

Sharing more about the future, Marques said, “Starbucks Vietnam wants to show a profound change in its mind, action and future direction and become the Vietnamese's daily coffee choice”.