The new service model is part of Highlands Coffee's expansion strategy to bring Vietnamese coffee to the international market. Unlike typical drive-thrus designed for cars, the Hoang Van Thu branch (Phu Nhuan ward, Ho Chi Minh City) caters to both car and motorbike drivers, making it more accessible to a wider range of consumers.
According to a company representative, this distinction reflects Vietnam's urban traffic, where motorbikes are prevalent, and expands the reach of the new model. The ordering system, service time, and operational procedures have been optimized to complete transactions within three minutes.
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David Thai, founder and CEO of Highlands Coffee, shares the rationale behind the drive-thru pilot. Photo: Highlands |
David Thai, founder and CEO of Highlands Coffee, shares the rationale behind the drive-thru pilot. Photo: Highlands
12 years ago, Highlands Coffee made its mark as one of the first brands to introduce the "3G store" – a self-service model. According to David Thai, at that time, this model was a significant challenge because consumers were accustomed to table service.
Now, self-service is a common model across 900 Highlands Coffee locations. With this previous success, the brand is posing a new challenge: whether a cafe with a drive-thru for both cars and motorbikes can become the new industry standard.
"Drive-thru is not a passing trend but a part of Highlands Coffee's 25-year mission. We are not following a fad but aiming to serve Vietnamese people with modern conveniences while preserving the Vietnamese spirit in every cup of coffee," said David Thai. He emphasized that the new model will help establish a habit of quick, convenient, flexible, modern, and smart takeaway coffee purchases for those traveling by motorbike or car.
Specifically, the lane, ordering system, service time, and operational processes have been fine-tuned to meet these criteria. Customers can complete the entire process of ordering, paying, and receiving their drinks in their vehicles within approximately three minutes.
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Customers on motorbikes can also use the drive-thru service. Photo: Highlands |
Customers on motorbikes can also use the drive-thru service. Photo: Highlands
According to Mojtaba Akhbari, Global Operations Director of Highlands Coffee, developing the drive-thru model required careful consideration of traffic flow, beverage quality, and service. The goal is to maintain the brand's dedicated service across all formats, from dine-in to takeaway and drive-thru.
Highlands Coffee is currently present in over 34 provinces and cities in Vietnam with over 900 stores. The brand aims to reach 1,000 stores by the end of this year. The drive-thru model is also expected to increase the company's competitiveness before expanding into the international market.
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The front of the Hoang Van Thu store, where the new drive-thru model is being piloted. Photo: Highlands |
The front of the Hoang Van Thu store, where the new drive-thru model is being piloted. Photo: Highlands
Earlier this year, Highlands Coffee inaugurated the Highlands Cai Mep roasting factory, officially commencing operations in April. Here, Vietnamese Robusta beans are selected and processed according to international standards before being distributed to domestic and international stores. According to the brand, this is a strategic step in standardizing product quality and reflects their expectation of continued expansion, not just domestically.
"We believe that Vietnamese coffee culture can reach the world, not only through its flavor but also through its service and lifestyle. Drive-thru will be a stepping stone to realizing that dream," added David Thai.
Dan Minh
