9:40:32 AM | 7/3/2025
Marking a new milestone in its 25-year journey of celebrating the essence of Vietnamese coffee, Highlands Coffee officially launches the first-ever Drive-Thru model in Vietnam’s coffee chain—a bold, strategic innovation that reflects the brand’s commitment to agility, modernity, and consumer-centric service in the fast-paced era.
“The Drive-Thru store concept brings a next-level of coffee experience, representing the culmination of over two decades of deeply understanding and evolving with the needs of Vietnamese consumers. It is a strategic milestone in Highlands Coffee’s long-term vision—to bring the Vietnamese coffee culture closer to every customer, at any time, in any place, through formats that reflect the pace and aspirations of modern life,” said David Thai, Founder and CEO of Highlands Coffee.
From Grab-and-Go to Drive-Thru: A Strategic Evolution in Customer Experience
According to IPSOS, Vietnam’s coffee shop market is projected to reach $3.9 billion by 2030, with a CAGR of 7.9%, with a clear shift toward trusted, branded chains. In Vietnam, coffee is not just a beverage—it’s a vital part of daily culture, often enjoyed on-the-go, especially on motorbikes.
“The growing demand for convenience, speed, and flexibility has made takeaway coffee increasingly popular. Highlands Coffee’s Drive-Thru model, specifically tailored for Vietnam’s unique traffic and consumption patterns, serves both motorbikes and cars, setting it apart from global counterparts”, shared Mojtaba Akhbari, Global COO of Highlands Coffee.
With a streamlined process that takes just about 3 minutes from order to pick-up, the Drive-Thru continues Vietnam’s coffee-on-the-go culture in a more modern, accessible, and urban-centric format. As Vietnamese consumers increasingly value convenience and speed, Highlands’ Drive-Thru model offers not only an innovative takeaway solution but also a dynamic way to bring authentic Vietnamese coffee closer to young, mobile generations.
Authentic Coffee Experiences, Anytime, Anywhere
With Highlands Coffee, delivering authentic Vietnamese coffee quality goes hand-in-hand with providing a seamless customer experience. The introduction of this Drive-Thru model is a strategic step in completing the brand’s multichannel coffee experience ecosystem. From relaxing in-store visits, working, friends meet-ups, to delivery, and now grabbing a quick takeaway—Highlands ensures a complete, flexible experience for every moment of life.
In today's increasingly fast-paced world, convenience is no longer optional—it’s essential. That’s why Highlands is committed to preserving the rich, bold flavor of Vietnamese coffee in every cup, whether it’s enjoyed slowly in a familiar coffee setting or quickly on-the-go during a busy commute.
Unlike international Drive-Thru models that primarily cater to cars, Highlands Coffee’s Drive-Thru concept was designed for Vietnam’s unique traffic conditions and consumer behaviours. From lane design, ordering systems, and service flow, to wait time optimization, every detail has been refined to ensure efficiency and comfort for both motorbike and car users.
Backed by a proven operational capability and a dedicated staff team, the model allows customers to receive high-quality drinks quickly, conveniently, and without compromising the signature Highlands experience—all within about 3 minutes.
According to the QSR market report by Cognitive Market Research, Drive-Thru is one of the fastest-growing segments globally, projected to reach $1.12 trillion by 2030. Highlands Coffee sees this more than just an opportunity for growth—it’s a chance to bring the essence of Vietnamese coffee to the world through a modern, accessible, and highly scalable service format.
By pioneering the first “all-in-one” Drive-Thru store concept in Vietnam’s coffee chain, Highlands Coffee not only demonstrates its adaptability to the local market but also takes a strategic step toward global expansion—delivering Vietnamese coffee that is bold, authentic, and standardized to international quality expectations.
“We don’t just standardize and elevate our product quality,” said David Thai, Founder & CEO of Highlands Coffee. “We continuously innovate—from product offerings to service models—to modernize the Vietnamese coffee experience in form while preserving its core values, preparing it to thrive globally.”
With over 900 stores across 34 provinces in Vietnam and 53 international stores in the Philippines, Highlands Coffee is on track to reach 1,000 stores by the end of 2025.
The opening of Vietnam’s first Drive-Thru store and the inauguration of the Highlands Cai Mep Roastery this past April marked two significant milestones in Highlands Coffee’s long-term, methodical growth strategy. These two developments represent the brand’s core pillars: the Drive-Thru exemplifies Service Innovation, while the Roastery lays the foundation for Product Excellence — both built not only on strategic investment, but also on the distinctive Tận Tâm spirit that defines the Highlands team.
Through these two pillars, Highlands Coffee continues to strengthen its presence in the domestic market while confidently advancing toward international growth.
T.H (Vietnam Business Forum)
Vietnamese
