!"#$%&'()*$++(()*,"&-)&-).

&('-"/)012113
!"#$ %& '()%($ *+,-$. ,$&$+,/0 1,'2%3$3 45 6&%+ 7)8& 9(/: 45&")6785)9-*:)

1
 !"#$"%#&

!"#$%&'%()*%(#%+,*%-('+%.(./0"1%.0"2*'%"-()3%
4&*+)"-*'*%+(%'.*)5%+,*&1%+&-*%6&+,%#1&*)5'%(1%
#"-&0&*'7%8*%,"9*%"%)/-:*1%(# 3((5%2(##**%2,"&)'%
&)%4&*+)"-%+,"+%,"'%-(1*%+,")%;<<%'+(1*'%
)"+&()6&5*7%

=,&'%'/19*>%6"'%+(%#&)5%(/+%+,*%2(##**%2,"&)%
.(./0"1&+>%")5%+,*&1%&-"3*'7%=,&'%'/19*>%6"'%
2()5/2+*5%"-()3%;?@AB -"0* C #*-"0* &) 4&*+)"-
(#%A<D '"-.0*' &)%E/3/'+%F<FF7%

2
Coffee store deployment by region
Highland coffee and Trung Nguyen, The coffee house have more than 100 stores

503
482

150
80 96 79
73 57
12 7 17 10 13
Viva Star
The The Urb an
Highland Tru ng Aha Cong Cheese Wa yne's (non-
Coffee Passio Phuc Long Starbucks Coffee Station
Coffee Nguyen Coffee Caphe Coffee Coffee fra nchised
House Factory Coffee
)
Total 503 482 150 73 80 96 79 57 12 7 17 10 13
Others 204 185 79 11 8 16 11 14 0 0 0 0 0
HCM 175 250 71 2 72 64 46 17 12 7 17 8 13
Hanoi 124 47 0 60 0 16 22 26 0 0 0 2 0
 '()*(+*,%-./0(++##/012%-
Highlands coffee, Trung Nguyen coffee come as top 2 brands
that come firstly

Highlands coffee 43%

Trung Nguyen Coffee 40%

The Coffee House 26%

Starbucks 18%

Phuc Long 13%

Cong Ca Phe 5%

Milano coffee 3%

King coffee 3%

Aha Coffee 2%

!"#$%&'#()**++#(%&,-.#.')/+#()0+#12#3%+-#4)1#%+&/#4)1/#
*&5)/,'+#()**++#.%)26#789:;<= 4
 ;$++(()*,"&-)<%"-=)%(*$>-&'&$-
Trung Nguyen coffee has the highest recognition followed by
Highlands and The Coffee House

Trung Nguyen Coffee 75%

Highlands coffee 67%

The Coffee House 60%

Phuc Long 53%

Starbucks 42%

Cong Ca Phe 33%

Passio 19%

Aha Coffee 17%

!"#>?+&.+#(%)).+#'%+#()**++#.%)2.#'%&'#4)1#%&5+#@++-#
')6789:;<= 5
 3(++##/012%-/4$2-./$#0(5-%6%(-/* 47/)$(+%8#
;<# ;+('% =.0$,&

G/1-C#8C14+-#B)**++ G/1-C#8C14+-#B)**++
)(# %$# G/1-C#8C14+-#B)**++ )+#
H,C%?&-I. )(# H,C%?&-I. )&# H,C%?&-I. "&#
G%+#B)**++#H)1.+ %(# G%+#B)**++#H)1.+ %(# G%+#B)**++#H)1.+ "$#
>%1(#F)-C %(# >%1(#F)-C "*# >%1(#F)-C "'#
D'&/@1(E. &'# D'&/@1(E. &!# D'&/@1(E. *"#
B)-C#B&#>%+ $%# B)-C#B&#>%+ "'# B)-C#B&#>%+ *"#
>&..,) $"# >&..,) !$# >&..,) "#
A%&#B)**++ !"# A%&#B)**++ $"# A%&#B)**++ )#

>?@AB AD@CB CDE+(3E+4'2$

G/1-C#8C14+-#B)**++ &+# G/1-C#8C14+-#B)**++ &+# G/1-C#8C14+-#B)**++ )"#

H,C%?&-I. &*# H,C%?&-I. &*# H,C%?&-I. ))#
G%+#B)**++#H)1.+ &*# G%+#B)**++#H)1.+ &*# G%+#B)**++#H)1.+ %)#
>%1(#F)-C "%# >%1(#F)-C "%# >%1(#F)-C &+#
D'&/@1(E. $$# D'&/@1(E. $$# D'&/@1(E. "(#
B)-C#B&#>%+ *"# B)-C#B&#>%+ *"# B)-C#B&#>%+ $%#
>&..,) !*# >&..,) !*# >&..,) *$#
A%&#B)**++ !!# A%&#B)**++ !!# A%&#B)**++ *'#

!"#>?+&.+#(%)).+#'%+#()**++#.%)2.#'%&'#4)1#%&5+#@++-#')6789:;<= 6
 ;$++(()*,"&-)?&',),&>,(5')85">(
Trung Nguyen and Highlands are the top 2 brands that are
used by Vietnamese

Trung Nguyen Coffee 34%

Highlands coffee 32%

The Coffee House 14%

Phuc Long 10%

Starbucks 6%

Aha Coffee 2%

Cong Ca Phe 2%

!"#>?+&.+#(%)).+#&#()**++#.%)2#'%&'#4)1#1.+#'%+#
0).'6789:;<= 7
 3(++##/012%-/&%61/1%51#96/:925#/* 47/)$(+%8#
;<# ;+('% =.0$,&

G/1-C#8C14+-#B)**++ $'# G/1-C#8C14+-#B)**++ !+# G/1-C#8C14+-#B)**++ &'#

H,C%?&-I. $*# H,C%?&-I. "$# H,C%?&-I. *$#
G%+#B)**++#H)1.+ !)# G%+#B)**++#H)1.+ !(# G%+#B)**++#H)1.+ )#
>%1(#F)-C !"# >%1(#F)-C %# >%1(#F)-C (#
D'&/@1(E. %# D'&/@1(E. )# D'&/@1(E. &#
A%&#B)**++ '# A%&#B)**++ )# A%&#B)**++ *#
B)-C#B&#>%+ !# B)-C#B&#>%+ !# B)-C#B&#>%+ "#

>FG& AFG& CFG&E+(3E+4'2$

G/1-C#8C14+-#B)**++ *+# G/1-C#8C14+-#B)**++ *)# G/1-C#8C14+-#B)**++ &!#

H,C%?&-I. *%# H,C%?&-I. $(# H,C%?&-I. *(#
G%+#B)**++#H)1.+ !"# G%+#B)**++#H)1.+ !(# G%+#B)**++#H)1.+ )#
>%1(#F)-C !"# >%1(#F)-C +# >%1(#F)-C )#
D'&/@1(E. +# D'&/@1(E. "# D'&/@1(E. "#
A%&#B)**++ $# A%&#B)**++ *# A%&#B)**++ $#
B)-C#B&#>%+ &# B)-C#B&#>%+ !# B)-C#B&#>%+ '#

!"#>?+&.+#(%)).+#&#()**++#.%)2#'%&'#4)1#1.+#'%+#0).'6789:;<= 8
 3(++##/012%-/%;25#9/<=>/* '(628

23% 24%
23% 22% 23% 23% 23% 23% 23%
22% 21% 22% 22% 21%
21% 21% 20% 21% 21% 20%
20% 20% 19% 20% 19% 20% 20%
19% 18% 19% 19%
18% 17% 18% 18%
17% 17% 16%
15% 15%

Good taste Good price Famous brand A variety of drink Good shop staff Convenient Good Good food menu
menu location atmosphere

Trung Nguyen Highlands coffee The coffee house Phuc Long Starbucks

8,&0*%=1/)3 G3/>*)%&'%"''(2&"+*5%6&+,%3((5%+"'+*%")5%.1&2*H%+,*%*9"0/"+&()%#(1%
+,*%3((5%',(.%'+"##%&'%"-()3%+,*%0(6*'+
!"#$%&'#&/+#'%+#,0&C+.#)*#@/&-I.#'%&'#4)1#%&5+ .+?+('+I#&@)5+6#789:;<=#J#'%+#*,C1/+#/+K(&?(1?&'+I#@&.+I#)-#'%+#&5+/&C+#.()/+ 9
 3(++##/012%-/%;25#9/<?>/* @7/4$2-.
Trung Nguyen Highlands coffee The Coffee House

Good taste Good taste Good taste

23%
Good food Good food 21% Good food
Good price Good price 18% Good price
menu 23% menu 20% menu 21%
20% 19%
16%

Good Famous Good Famous Good Famous

atmosphere 17% 17% brand atmosphere 19% 20% brand atmosphere23% 22% brand

15% 18%
Convenient A variety of Convenient23% 19%A variety of Convenient21% A variety of
15% 23%
location drink menu location drink menu location drink menu
21% 23%
Good shop Good shop Good shop
staff staff staff
Phuc Long Starbucks
Good taste Good taste
Good food 21%
Good price Good food 17%
menu 23% Good price
20% menu
20% 18%

Good Famous Good Famous

24% 19%
atmosphere brand atmosphere 18% 22% brand

Convenient22% 20%A variety of Convenient20% 21%A variety of

location drink menu location drink menu
22% 19%
Good shop Good shop
staff staff

!"#$%&'#&/+#'%+#,0&C+.#)*#@/&-I.#'%&'#4)1#%&5+ .+?+('+I#&@)5+6#789:;<=#J#'%+#*,C1/+#/+K(&?(1?&'+I#@&.+I#)-#'%+#&5+/&C+#.()/+ 10
A#9)(-.#-6/)$(+%8#/<BCDEF>
H$(3$, 6I$

Q<K:UM#Q:O RSKT:M#QTO
P+0&?+M#:QO
L&?+M#<NO

T<KQ:M#QTO

<%.5

V'%+/.M#QTO HBLM#:QO

H&-),M#T<O

11
GH,# I J4(:6/!-8%-#/,2$K#6/A#9#2$01/L#$"%0#9

12
 M#7/1%518%516/* N1(/&#/2$#
!"#$ %&'()$'($*)+,-%$.($/'
01-2$('-$&$1-*)'*,031.4
!"#$%&%'"#%((#)*"#+,-."/)0#-1#
2-)*#-&(3&"#%&4#-11(3&"#)*,-5'*#
-&"#4"43/%)"4#+(%)1-,$#)-#+,-634"#
)*"#6%(5%2("#*3&)0#)-#7-5,#
2503&"00#+,-$+)(7#83)*#*3'*#
95%(3)7
!"#$ %&'5%66$&(',.7%.$'
-$&$1-*)'&$-8%*$'3-,8%/$-
!"#-8&#-6",#:;;<;;;#
=3")&%$"0"#+%&"(30)#83)*#)*"#
6%,3")7#-1#)*"#+,-13("0>#!3)*#)*"
+,-+,3")%,7#,"8%,4#%&4#95%(3)7#
0/*"$"<#8"#4"(36",#)*"#,"0"%,/*#
,"05()0#0--&"0)
9-,3-%$(1-4'-$&$1-*)'
371(:,-0':,-'&;3$-5'<;17%(4
!"#*%6"#?;;#8"((@),%3&"4#
13"(48-,A",0#&%)3-&@834"<#8*-#
%,"#/-&&"/)"4#,"%(@)3$"#)*,-5'*#
-5,#4"43/%)"4#%++>#B((#)*"#)%0A0#
)*"7#/-&45/)0#%,"#$-&3)-,"4#
,"%(@)3$"#83)*#%5)-$%)3-&
13
 !-8%-#/;2$K#6/$#9#2$01/* J:.%#-0#
8*%,"9*%(9*1%D<<H<<<%-*-:*1'%)"+&()@6&5*%6,(%"1*%*"3*1%+(%',"1*%+,*&1%
(.&)&()'7%I/1%5"+"%.1(9&'&()'%"1*%J/&2K*'+%5/*%+(%+,&'%9"'+%5&1*2+%.")*0%'>'+*-7

B'" C"&4", D3)7

31%

22% !"#
18%
&&# &(#
14%
!$#
)%#
7%

3% 3%
1% 1% %#
0%
'# '# &#
#+)$ J$*+)$ HBL H&-), B&-#G%) X&#8&-C
WU

Q; U

:; U

K
:

<;
:

U
KR

KR

KT

KT

KQ
KQ

K:

K:
R;

R<

T;

T<

Q<

H&,#>%)-C X)-C#8%&, V'%+/.

:<

14
!++8%-#/;2$K#6/$#9#2$01/* 3("#$25#
L(1*%+,")%M<<%6*00@*5/2"+*5%#&*056(1K*1'%)"+&()@6&5*%6&+,%+,*%1*"0@+&-*%
2())*2+&()'%9&"%(/1%5*5&2"+*5%-(:&0*%"..%#(1%,&3,*1%J/"0&+>%5"+"%2(00*2+&()'%%

Fieldworker deployment

N")(&%O%Q<% N"&%R,()3 O%;<%

P"%G")3%O%A<%%

G," =1")3%O%F<%
P"K0"K O%;<%

N!LO%;M<%
!")%=,(O%A<%
15
 !:$ 2."2-625# I G:%0K &%61 O:28%67
8&+,%2(-:&)&)3%+,*%+*2,)(0(3>%6&+,%+,*%6*00@+1"&)*5%,/-")*%(.*1"+&()'H%STL*
.1(9&5*' '*9*1"0 -*+,(5' .1(9&5&)3 5"+" 6&+, J/"0&+>

=;-'<;17%(4'&*,-$'54'>>?
!K6L9MN <;O<PEQKRSONEQ7O<9J9<6M9=T
, -./0123456738 $''
9:4-9;<6=3;>4?/>38 !''#
97% 91%
@A94-@3;BC>4DE49;>3?F63G8 !'406;H>35

.H<<3554I?6>3?6/ AF3??/245<D?34DE4('# D?4C6BC3?4

!"#$%#&'()($*'#+%(#&,* $-&./-$%
#&'()($*'#+%(#&,*

M;O ROQKLMQ

89% 97% =8$-17'&*,-$ @ABCD

62$,+I$E&/',$ UCV
%(E.0$E%(38&.,5
($,")/-$01)'*,2%!1"$0 (3**4*,(%(#&,*
1)'*,%(#&,*

567%8#%9:;<=9%><=%?=@=<>A=B%CD%(E<F=D%(>GHIJ@?%)@A=<@>AJ;@>I%5(()7K%AL=%M;<IBNJB=%1=>B=<%J@%(E<F=D (>GHIJ@? >@B%4>A>%#;II=:AJ;@%

(;IEAJ;@9O%"9J>%3IE9%58PQ=7%J9%AL=%H<=R=<<=B%H><A@=<%;R%(()%J@%SJ=A@>GO% 16
!:$ 0:96(;#$9
E--4#F#G"6",%'" H%&51%/)5,3&' E3&%&/" J)*",0

EHDC I"/*&-(-'7 K")%3(

17
Q&Me is provided by Asia Plus Inc.
https://qandme.net
Contact us:
Tel: 02839 100 043
Email: info@qandme.net 18