Former Starbucks Vietnam CEO takes up role at Phuc Long Coffee & Tea

After leaving Starbucks at the end of 2023, Marques took on the role of head of business development at Maxim's Group, the operating partner of Starbucks in the Southeast Asia region.

Photo: Phuc Long

Before that, Marques had been at the forefront in establishing international business operations for brands such as Saks Fifth Avenue, Panera Bread, and Highlands Coffee.

"I am thrilled to reveal that I am starting a new role as CEO of Phuc Long," Patricia posted on LinkedIn at the beginning of December.

She also spoke about the brand development strategy for Phuc Long, with a focus on upgrading the design of the stores in the near future. The new Phuc Long chief also made an appearance at the launch event of the upgraded store in Ho Chi Minh City at the end of November.

Masan Group's website evaluates Patricia Marques as a veteran in the food and beverages industry, with over two decades of experience in the Vietnam and international markets.

Marques unexpectedly parted ways with Starbucks Vietnam in December last year, after over 10 years of leading the coffee chain since its entry into the Vietnamese market in early 2013. During her leadership, she helped the brand expand to over 100 stores.

Phuc Long currently owns 176 stores in 28 provinces and cities and continues to expand with the ambition to become the second-largest beverage chain in Vietnam this year. The coffee brand also has plans to expand into international markets and has tested two stores in the US to study consumer preferences.

Meanwhile, Starbucks Vietnam is clearly demonstrating a change in development strategy compared to its early days. The chain has been closing stores in prime locations in Ho Chi Minh City, such as Starbucks Reserve Han Thuyen, Starbucks at the Rex Hotel, Starbucks at President Place building, Starbucks at 38 Dong Du, and Starbucks at De Tham in District 1.

Starbucks crosses 100-store mark in Vietnam

Starbucks Vietnam opens first community store

Coffee chain ups and downs persist

Maxim’s Group reaches 1,000th Starbucks store in East Asia with latest outlet in Hanoi

Coffee chains ditching kiosk model

Masan Group’s M&A strategy paying off

F&B is still a game for TOP brands