The Highlands Coffee branch on Hoang Van Thu Street in Ho Chi Minh City is the first to pilot the drive-thru model. This new format caters to busy customers, saving them the time of parking while still allowing them to order their desired drinks and food. Notably, Highlands has adapted the drive-thru to accommodate various vehicles, from cars and motorbikes to bicycles.
Minh Ngoc, 33, a regular Highlands customer from Tan Son Hoa ward, typically orders a traditional iced black coffee every morning. Upon learning about the new drive-thru, she tried it out and received her drink in just two minutes.
According to Ngoc, the drive-thru concept isn't new internationally, but it's primarily used for cars. She was eager to try Highlands' version, especially since it caters to motorbikes and bicycles.
"When ordering takeout, my biggest hassle was parking and waiting, which was both inconvenient and time-consuming. Now, it's so much easier. I can go straight to the drive-thru lane, order, pay, and get my drink in just a few minutes," she said.
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The front of the Highlands store with the drive-thru lane on the right. Photo: Highlands |
The front of the Highlands store with the drive-thru lane on the right. Photo: Highlands
Drive-thrus are common in car-centric countries. In Vietnam, with over 45 million motorbikes on the road daily, adapting this model required a unique approach. Highlands designed its drive-thru so customers can purchase their favorite drinks without the need to park, dismount, or remove their helmets.
"I often drive my child to school in the morning, so being able to buy coffee without parking is incredibly convenient," said Duc Thinh from Ho Chi Minh City.
Mojtaba Akhbari, Global Operations Director of Highlands Coffee, explained that this "made in Vietnam" drive-thru model is meticulously designed to serve all types of vehicles, including motorbikes, providing authentic Vietnamese coffee with a wait time of under three minutes.
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Highlands Coffee's first drive-thru store can take orders from both car and motorbike customers. Photo: Highlands |
Highlands Coffee's first drive-thru store can take orders from both car and motorbike customers. Photo: Highlands
With this new model, Highlands Coffee now caters to a wider range of customer needs, from those seeking a quick and efficient experience to those who prefer to relax and socialize in the cafe.
"As a regular Highlands customer, I've been using the drive-thru whenever I'm in a hurry. When I have more time or am studying with friends, I enjoy sitting inside and even checking out the new drive-thru area," shared Khanh Linh, 21, a student at Ho Chi Minh City University of Economics.
After trying the drive-thru, Linh was surprised that the entire process, from ordering to receiving her drink, took only three minutes. The rich, familiar flavor of her drink remained consistent with what she enjoys in-store.
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Customers in cars save time on parking and avoid the inconvenience of roadside stops. Photo: Highlands |
Customers in cars save time on parking and avoid the inconvenience of roadside stops. Photo: Highlands
A Highlands Coffee representative stated that the drive-thru is one of their efforts to provide dedicated service, allowing customers to enjoy authentic Vietnamese drinks in a new, faster, and more convenient way. The brand is committed to continuous innovation to deliver exceptional experiences, both in terms of service and the flavor and quality of their products.
Dan Minh
