Vietnam's coffee chain market erupts in fierce competition

A recent Q&Me's 2023 retail trends added an extra shot of espresso to this tale, reporting that by March 2023, the number of outlets from the top 14 coffee chains had percolated to a robust 1,657 nationwide - up 133 from the previous year.

Previously, the battlefield was dominated by stalwarts like Highlands Coffee, Trung Nguyen, The Coffee House, Phuc Long, and Starbucks Vietnam. However, new local players and international entrants are making the competition a delectable blend.

YouNet Media's recent social media data analysis reads like a veritable who's who of the industry's movers and shakers. It traces Phúc Long's high-profile merger with Masan Group, the infiltration of Cafe Amazon from Thailand and %Arabica from Japan, and the robust rise of upstart Rang Rang Coffee. The analysis affirms a highly caffeinated potential for Vietnam's coffee market and an escalating intensity of competition.

The Vietnamese are passionate about their coffee, and they're talking about it. A lot. YouNet Media's SocialHeat platform discovered a staggering 7.1 million interactions and over 704,639 discussions from January 1 to June 14, 2023, swirling around over 25 coffee chain brands. The top 10 brands whipped up over 76 per cent of the industry-wide chatter.

Highlands Coffee, the crema on top, brewed 272,620 discussions, claiming a nearly 39 per cent share of top 10 mentions. Following closely were The Coffee House and Phuc Long Coffee & Tea, while the newcomer, Katinat Saigon Kafe, stirred up a storm, leapfrogging Starbucks to land the fourth spot on the most discussed list. Trung Nguyen Legend and other emerging brands like King Coffee, Cheese Coffee, Cong Cafe and Café Amazon also found their names floating in these high-energy discussions.

Unravelling the secret of Highlands Coffee's success, YouNet Media highlights its continuous innovation. Late 2022 saw the brand refresh its identity with a simplified logo and a new message celebrating community and Vietnamese heritage. Add to this mix the unveiling of some impressive new outlets, and Highlands had a perfect recipe for success.

In a plot twist, Katinat Saigon Kafe began its journey with just ten branches in Ho Chi Minh City. However, seizing post-pandemic opportunities, it embarked on an aggressive expansion, today boasting over 50 outlets nationwide. Its colour-changing rainbow cup proved a viral sensation, causing customers to queue for hours to own the trending item. Katinat's social responsibility projects and seasonal product launches also generated considerable buzz, securing its place as a rising star in the industry.

According to a report from market research giant Euromonitor, the Vietnamese coffee chain market simmered to an impressive $1 billion in 2022.

A market report by iPOS last year also revealed the total revenue of the F&B market reached nearly $25.6 billion in 2022, but only 5 per cent of the revenue belonged to chains. The report said that competition in the “sidewalk economy” and prices at F&B chains were still high compared to the average income of Vietnamese people.

Vietnam has over 1,500 coffee chain outlets, according to a 2022 report by Q&Me. The World Coffee Portal predicted that the country will have more than 5,200 coffee shops from different chains by 2025.

Farewell Auntie Anne's: American coffee brand closes doors in Vietnam Auntie Anne's, the American coffee and pretzel franchise, will be permanently shuttering all of its Vietnam-based establishments after four years.

Drinks chains tinker with new models Many beverage chains have been forced to close their out-of-date business models, despite being effective during the pandemic and being good for brand building.

Foreign coffee chains take it slow and steady with expansion plans in Vietnam Foreign coffee chains are more cautious than ever in their expansion plans in the country even though they still consider Vietnam a strong market for their brands.