THE COFFEE HOUSE

I. General introduction:
The Coffee House bar chain under Vietnam Coffee Service Trading Corporation
was established on August 22, 2014. The company is headquartered in IMC Building No.
62 Tran Quang Khai, Tan Dinh Ward, District 1, Ho Chi Minh City and No. 3 Trung Hoa,
Cau Giay District, Hanoi City.
- The meaning of the name The Coffee House:
 The house is used to connect the community,
welcome and serve customers when learning
to enjoy the best coffee by the staff of the
Bartender.

- Vision: Become “I Am Quality – You Are Healthy!”

Becoming the leading coffee brand chain in Vietnam and the world.
The Coffee House will be a gathering place for coffee lovers and enthusiasts.
With partners: Promote the spirit of cooperation and mutual development.
With employees: Create environmental capacity, maximize creativity.
To society: Actively contribute to social and community-oriented activities.
- Mission:
+) CUSTOMERS IS CENTRAL US
With THE COFFEE HOUSE, customers are always the center for us to innovate, adjust and
strive. We understand that, bringing value to customers is bringing value back to ourselves…
+) TOP VALUE
No product or service is without value. But with THE COFFEE HOUSE, the value we bring
to our customers must be the best value with all our enthusiasm and passion to create.
+) TO SHARE
We don't sell coffee, we sell the best because YOU are the best. We want to share after every
cup of coffee is FAITH IN LIFE.
+) CREATIVE
Everything will be obsolete, only creativity is always innovating. We consider creativity the
most valuable asset in our organization. And always strive to build a creative image in the
eyes of consumers.
+) INTEGRATION
THE COFFEE HOUSE was created with the desire and belief that we will be mentioned by
the world as the BEST brand – THE BEST. That is our integration spirit.
+) DESCRIPTION TEAM
Coming to THE COFFEE HOUSE not only experiences in new spaces but also where
customers can share, empathize and demonstrate a new spirit of coffee
II. Meaning of the vision
The chain is so successful that in September 2020, Facebook For Business introduced
to retail and F&B businesses the arrival of The Coffee House in Southeast Asia through a
short video. This event as an affirmation of the success of The Coffee House (TCH) has not
stopped at the national scale but has reached out to foreign markets.
Thus, with just over 7 years of establishment, The Coffee House coffee chain has made a
name in the F&B market, becoming a brand that is considered a successful example in the
competition between cafes thanks to business model selection and technology application in
management.

*The rapid growth of The Coffee House:

In August 2014, The Coffee House coffee chain officially opened with the first store
at 86-88 Cao Thang. Up to now, the chain has been present stretching from North to South.
In less than 4 years, The Coffee House has opened 100 stores across the country. This
is an extremely impressive number that surely any brand wants to achieve.
At the beginning of 2019, The Coffee House has served 26 million customers,
surpassing many foreign brands in Vietnam, becoming the pride of Vietnamese businesses.
After the first 5-year period, The Coffee House's revenue is about VND 670 billion from 100
stores.
 With the number of 180 coffee shops and more than 2500 employees is an advantage
will continue to increase this year, it can be seen that The Coffee House is constantly
developing and reaching out to the world.