Le Quan is sitting at a table beneath a blooming awning sipping a cappuccino, cat-and-mouse for his acquaintance to arrive. The sun is shining, and the basement breadth alfresco the western-style Highlands Coffee boutique is abounding mostly of adolescent and contemporary people.
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Only a few hundred meters abroad on the aforementioned artery is a Starbucks store, but Quan and his accompany rarely appointment the American franchise, preferring to accept their morning cups of coffee at Highlands.
Highlands’ autogenous is analogously adult and modern, but it offers a abundant cheaper cappuccino.
“The amount offered by adopted coffee chains like Starbucks does not absolutely clothing my wallet,” Quan said.
The amount of a cappuccino at Starbucks is added than VND100,000 ($4.3), about bifold the amount in bounded food like Highlands and Trung Nguyen.
Quan, who is in his 30s, is amid a growing cardinal of Vietnamese consumers absorption to coffee shops and developing a aftertaste for what’s beheld as a contemporary Western beverage.
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Many bodies now alcohol coffee as allotment of their circadian routine, but adopted coffee chains accept struggled to tap into this potentially advantageous market. Bounded coffee admirers adopt calm shops because of the affordable prices, so some all-embracing chains are affairs the bung and abrogation the country due to losses.
Earlir this year, Australia’s Gloria Jean’s Coffee pulled out of Vietnam afterwards 10 years of aperture in Hanoi and Ho Chi Minh City.
Nguyen Phi Van, the aboriginal franchisee of Gloria Jean’s in Vietnam, abhorrent its annihilation on a business archetypal that had been developed in Australia for the bounded and bounded markets.
Even afterwards the alternation accustomed its authorization in Vietnam to acclimate to the bounded market, business remained boxy because calm rivals including The Coffee House, Phuc Long, Trung Nguyen and Highlands had already accustomed their ascendancy by alms affordable prices.
Last year, Singapore-based café and restaurant alternation NYDC bankrupt its aftermost shop, shutting bottomward its seven-year business in Vietnam. A account from the alternation said it had suffered from losses and annealed competition.
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Other adopted coffee chains accept additionally struggled to expand. California-based Coffee Bean & Tea Leaf, as of backward aftermost year, had opened alone 15 outlets in Vietnam afterwards entering the bazaar eight years before.
Coffee behemothic Starbucks has opened a bashful 24 outlets in Vietnam in the accomplished four years.
The all-embracing brands accept been askew by bounded firms such as Highlands, which has over 130 outlets, The Coffee House, which has opened 30 shops in aloof two years, and Trung Nguyen, which has opened added than a thousand shops in Vietnam back its start-up in 1996.
A Highlands coffee boutique in Hanoi. Photo by VnExpress/Trang Bui
Factors abaft the downfall
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Talking about the acumen for the abortion of all-embracing brands in the calm market, industry assembly said that aerial rents on exceptional acreage accept aloft the amount of retail prices, authoritative their coffee beneath aggressive than bounded ones.
According to a address by acreage close CBRE Vietnam, the rents in Saigon’s central business districts in the additional division of 2017 rose 7 percent to about $140 per aboveboard meter.
The amount is one of the accomplished in Southeast Asia, which accomplish the locations absurd for a assisting coffee outlet, Sean T Ngo, CEO of VF Authorization Consulting, said.
In addition, the aerial amount of importing coffee beans has fabricated all-embracing brands beneath competitive.
He said Vietnam, a above exporter of Robusta coffee, imposes aerial acceptation tariffs on coffee beans, and all-embracing coffee chains generally use alien Arabica beans that accession costs significantly. Higher costs accept apprenticed abounding barter to calm brands, he said.
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The aerial body of coffee outlets in cities has additionally fabricated the antagonism amid adopted chains and bounded brands that accept westernized their services, Ngo said.
“There are too abounding choices. I will abide loyal to bounded shops, which action all-embracing articles at reasonable prices”, Quan said.
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