HIGHLANDS COFFEE

Introduction

Highlands Coffee is a Vietnamese coffee shop chain and producer and distributor
of coffee products, established in Hanoi by Vietnamese American David Thai in
1998. The founding of the Highlands Coffee company marked the first time an
Overseas Vietnamese was able to register a private company within Vietnam. As
of 2009, the company operated 80 coffee shops in six cities and provinces across
Vietnam. In 2011, Highlands Coffee purchased the pho chain Phở 24 from Lý Quí
Trung for an estimated 20 million USD. The next year, Highlands sold 50% of its
shares to the Philippines multinational chain Jollibee Worldwide for 25 million
USD.

In March 2012, under a partnership with Philippine Internet café company Digital
Paradise, the first hybrid Highlands/Netopia internet café and coffee shop was
opened in the Philippines.

In April 2016, Highlands Coffee had an event to mark "The Vietnamese coffee
brand reached a target of 100 stores across nationwide".

History

In the late 1980s and early 1990s, David Thai, the company's founder, witnessed
the rise of the Starbucks coffee chain from a small company in his hometown of
Seattle to a multinational corporation. He later cited this as the inspiration behind
the founding of Highlands Coffee, which first began operation in Hanoi in 1998.
The company's initial registration marked the first time an Overseas Vietnamese
was able to register a private company of any kind in Vietnam. Two years later, in
2000, the company was registered as a joint stock company, again a first for an
Overseas Vietnamese.

At the time of its foundation, Highlands limited itself to producing packaged

coffee, to be sold through supermarkets, hotels, restaurants, and cafés. It was four
years later, in 2002, that the first Highlands Coffee coffee shop was established,
across from Notre-Dame Cathedral in Ho Chi Minh City. As of 2009, the company
operated 80 coffee shops in six cities and provinces across Vietnam: Hanoi, Ho
Chi Minh City, Hai Phong, Da Nang, Vũng Tàu and Đồng Nai.

As of May 2010 the company offered 5 blended roast and ground and whole bean
coffees (Heritage Blend, Traditional Blend, Gourmet Blend, Moka Blend, Culi
Supreme), and 4 espressos in ground and whole bean (Full City Roast, Arabica
Supreme, a water-process DeCaf espresso produced at their in-house water process
decaffeination facility, and Cinnamon Roast espresso). The espresso line also
included ESE-compatible 45mm espresso pods packaged in Malaysia. In
December 2009 the company introduced a Ready-To-Drink (RTD) "Iced Coffee"
in an 8-ounce can, in two versions, one labeled "with Milk" and the other labeled
"Black". By May 2010 the company stated that the RTD product had been
distributed to more than 17 Asian countries and the USA.

In 2011, Highlands Coffee purchased the pho chain Phở 24 from Lý Quí Trung for
an estimated 20 million USD. The next year, Highlands sold 50% of its shares to
Jollibee Worldwide for 25 million USD.

In March 2012, under a partnership with Philippine Internet café company Digital
Paradise, the first hybrid Highlands/Netopia internet café and coffee shop was
opened in the Philippines.

Beside traditional coffee products, Highlands coffee researched and developed new
products such as Freeze products in 2014 and Tea-Milktea products in 2015.

Organization

Highlands Coffee is a registered brand of Viet Thai International Joint Stock

Company. Besides ownership of the Highlands Coffee brand, Viet Thai also owns
sole franchising rights in Vietnam for several major international brands such as
Nike, Aldo Shoes, La Vie en Rose lingerie, and Hard Rock Cafe. The company
also operates restaurants and cafeterias in Vietnam, and caters to the local
headquarters of Intel Corporation. Executive staff include recruits from such
companies as Coca-Cola and Starbucks.

Vision
Highlands coffee’s vision is to become Vietnam’s favourite café and coffee… And
proudly share this with the world.
(Là chuỗi cà phê mang thương hiệu hàng đầu Việt Nam và phát triển ra các vùng
lân cận trước năm 2018)
 As can be seen, Highlands Coffee’s ambition is to champion Vietnamese
coffee brand and develop to the world. Therefore, Highlands Coffee sold a
half of stock to Jollibee to develop the brand to the world, Philippine first.
 Developing and enlarging chain story nationally.
 According recent researches, Highlands Coffee is the brand has been chosen
most.
Mission
Highlands Coffee’s mission is to champion deliciously affordable modern
Vietnamese coffee and café lifestyle experience. Everywhere, everyday.
(Là trở thành thương hiệu hàng đầu về khẩu vị và phong cách cà phê Việt Nam
hiện đại, với giá cả hợp lý, sản phẩm đồng nhất sẵn sàng phục vụ khách hàng mọi
lúc, mọi nơi.)
 Researching and developing many kinds of product and guests. Chain stories
were placed in trading centers or nice locations in center of the cities with
luxurious style, Highlands Coffee easily approach many kinds of guests.
 In the past, Highlands Coffee renowned high society’s coffee. However,
Highlands Coffee develop 3G-generation 3 model, it is take away style,
products are served more faster, convenient. Besides, prices of product were
reduced to accord with demands of many guests.
Core value
The majority of Vietnamese knows Highlands Coffee is Vietnamese’s brand.
However it’s not as important as Highlands Coffee is recognized as premium
coffee brand. In essence, Highlands Coffee brand remains a Vietnam for the
Vietnamese, but they still attract foreign guests love coffee and bread as typical
Vietnam