I.

F&B Industry Analysis

https://www.vietdata.vn/post/with-only-a-5-market-share-in-the-f-b-industry-
what-is-the-economic-picture-of-restaurant-chains

Following a two-year recovery period due to the Covid-19 pandemic, the food and
beverage market in 2022 has resumed growth and has surpassed pre-pandemic
levels. In particular, Vietnam had over 338.6 thousand restaurants in 2022,
growing at a rate of almost 2% per year between 2016 and 2022. The food and
beverage industry's revenue experienced a stunning 39% growth rate in 2021,
surpassing the pre-epidemic period in 2019 and reaching approximately VND 610
trillion.

In 2022, there was a significant disparity in the revenue structure of food and
beverage services throughout the nation, with local food services accounting for
95% of revenues and food service chains accounting for only 5%.

2. Environmental Analysis
https://www.vietdata.vn/post/sustainable-development-trends-in-the-food-and-beverage-
industry

Sustainable development trends in the food and beverage industry (F&B)

A large number of food and beverage (F&B) organizations are focusing their research
and development efforts on developing more environmentally friendly technology,
sustainable processes, and products. In fact, 55% of leaders in F&B companies are
increasing their efforts linked to environmental issues. In terms of overall global
sustainability score, the food and beverage sector comes in third. These figures
demonstrate how quickly and successfully sustainable development is becoming the norm
in food and beverage enterprises.

F&B sector in the worldwide "climate change" challenge. Food and beverage (F&B) is
one of the top industries when it comes to sustainable development. The food and
beverage business gets a score of 48.9, placing it among the top three industries with the
greatest scores for environmental issues and overall sustainability scores, according to
research conducted by ESG consultants EcoVadis across 46,000 organizations.

The steps of Vietnamese businesses

In Vietnam, F&B is one of the industries with an important role and great potential for
development.

According to Euromonitor research published earlier this year, the value of Vietnam's
F&B market in 2023 is expected to increase by 18% compared to 2022, reaching a
revenue milestone of about VND 720,300 billion (vietdata)
Due to the pandemic's challenging phase and the growing trend of customers favoring
environmentally friendly and sustainable products, Vietnam's food and beverage (F&B)
industries have been steadily moving toward sustainability along the whole value chain of
manufacturing.

The industry is always updating and developing sustainable development trends, which
include using organic and vegan raw materials, sustainable farming, reusing and
recycling waste, and using excess products from the production process. Other trends
include limiting the use of plastic and reducing packaging in general to reduce food
waste.

For instance, Vinamilk, the food and beverage brand that Forbes predicts will have the
highest value in 2022, consistently invests in environmentally friendly and sustainable
technologies and solutions for its farm and production plant system, demonstrating its
long-term commitment to sustainability. (https://www.vietnam.vn/en/xu-huong-phat-
trien-ben-vung-trong-nganh-thuc-pham-va-do-uong/)

II. ABOUT THE COFFEE HOUSE

a. Vision

“I Am Quality – You Are Healthy!”

Become the leading coffee brand chain in Vietnam and reach out to the world.
Combining traditional and modern design, creating the unique character of The
Coffee House. The coffee house will be a gathering place for coffee lovers and
enthusiasts.

b. Mission

“Taking people as the center” starts with small things but brings extremely great
results. Every decision and action at The Coffee House starts from the mission
"Deliver Happiness". From employee happiness to customer satisfaction. This
naturally made them become passionate fans of “Coffee House”.

c. Objective
Creating a better coffee experience for young people through drinks, service,
design and community connection
The message that the coffee house shares is realized in the way our staff interacts
with each of our customers.

III. INTERNAL FACTORS