Beyond expanding its presence, Starbucks Vietnam is entering a new development phase, focusing on diversifying store design concepts. Each store aims to offer a distinct experience. The food and beverage market is highly competitive, where beverages are no longer the only differentiator; the in-store experience has become a new battleground. Consumers seek more than just a cup of coffee; they expect spaces, emotions, and connections that align with their lifestyles. This drives the brand to implement various concept tiers, from premium and specialized to flexible and convenient, rather than a uniform model across its system. This approach broadens its reach to diverse customer segments without diluting the brand.

Mixology Bar: Creative beverage experiences

As part of its store diversification strategy, the Reserve & Mixology Bar is one of Starbucks Vietnam's most distinct highlights for 2025. The brand launched two new stores: Starbucks Reserve Quang Trung in Hanoi and Starbucks Reserve Bitexco in Ho Chi Minh City.

The Mixology Bar at Starbucks Reserve Quang Trung, Hanoi. Photo: Starbucks Vietnam

In this model, customers can enjoy alcoholic beverages crafted by combining cocktail artistry with Starbucks' coffee expertise. Examples include the Vietnamese Coffee Martini and the Starbucks Reserve Espresso Martini.

In Ho Chi Minh City, the Mixology Bar concept also integrates with modern lifestyles by incorporating music and DJ performances, appealing to a broad young audience. The Mixology Bar is not just a preparation area; it is a space where customers can experience, observe, interact, and feel the creative spirit Starbucks Vietnam pursues.

The Mixology Bar is becoming a unique, "exclusive" feature of Starbucks in Vietnam. This extends from its mixing techniques to how the brand transforms the bar into an integral part of the experience story, rather than merely a beverage sales point.

A barista showcases cocktail and coffee artistry at the Mixology Bar. Photo: Starbucks Vietnam

Starbucks Reserve: A space for in-depth coffee storytelling

In the premium experience segment, Starbucks Reserve maintains its role as a flagship concept in the brand's diversification strategy. In these spaces, Starbucks Vietnam delves deeper into the coffee story, from bean origin, roasting methods, and manual brewing techniques to a meticulously designed environment that serves as a gathering spot for coffee enthusiasts.

Reserve differs not only in products but also in the pace of the experience. Here, customers are encouraged to slow down, observe the brewing process, chat with baristas, and explore the coffee's layered flavors.

A notable aspect of Reserve activities is the company's approach to localizing ingredient storytelling. Alongside international beans within the Reserve ecosystem, such as Starbucks Reserve Vietnam Dung K'No, the global brand also introduces local coffee beans like Starbucks Son Chau Blend in some seasonal experiences.

Although not yet part of the official Reserve catalog, the inclusion of Vietnamese coffee beans in this space holds significance. Through this step, Starbucks views Vietnam not just as a consumer market but as a part of the global coffee map, where local coffee beans can have their story told within a globally standardized experience.

Starbucks Son Chau Blend, a local coffee, is introduced at a Starbucks Reserve store in Vietnam. Photo: Starbucks Vietnam

Starbucks Truck: A mobile vehicle becomes an experiential destination

While Reserve and Mixology represent the depth of experience in fixed stores, the Starbucks Truck takes the Starbucks experience beyond traditional spaces, closer to urban life and community gathering points.

The most significant difference of the Starbucks "vehicle" in Vietnam is its design as a miniature Starbucks store that can travel anywhere, offering customers complete brand-spirited experiences. A diverse menu is also a key consideration for Starbucks when operating this model. The company does not reduce the number of beverage items to limit complex operations, unlike many other mobile models. Instead, it chooses to offer a full range of drinks, ensuring customers do not feel they are getting a "reduced version" when enjoying coffee from a Starbucks Truck.

Regarding the experience, the Starbucks Truck heavily invests in modern design and technology. Electronic menus make the space intuitive and accessible, while screens introducing the coffee bean story and brewing process act as "experience information boards", helping customers better understand the drink in their hands. Lighting, materials, and the layout around the coffee truck are all calculated to create striking visual effects, making the vehicle an easily noticeable identifier.

This combination of design, technology, and experience helps the Starbucks Truck quickly become a check-in spot whenever it appears at events, new urban areas, or public spaces. Customers come not only to buy coffee but also to take photos, explore, and experience a "different Starbucks" – more flexible, more accessible, yet maintaining brand standards.

The Starbucks Truck model attracted many young people at the Miss Cosmo Finals event on December 20 at the Creative Culture Park Ho Chi Minh City. Photo: Starbucks Vietnam

A brand representative stated that the core of this diversification strategy lies in balancing distinctiveness and consistency. Developing multiple models does not fragment the experience; instead, it enables Starbucks Vietnam to reach consumers in various contexts, from deep exploration needs to daily convenience. "In a market where customer expectations are increasingly high, this strategy allows Starbucks Vietnam not only to maintain growth momentum but also to strengthen its position as a food and beverage brand that continuously innovates experiences while preserving its global identity," the brand representative said.

Diep Chi