Following the habit of take-away coffee that has always been associated with Vietnamese people, Drive-Thru is a step to elevate the experience towards modernity, convenience, and better suitability for urban life.
The Drive-Thru model is not only a step forward in convenience, but also the crystallization of more than two decades of listening, understanding and accompanying the needs of Vietnamese consumers. This is a strategic milestone in Highlands Coffee's journey to realize its commitment: bringing the quintessence of Vietnamese coffee closer to every customer, anytime, anywhere, in any form suitable for the modern rhythm of life", Mr. David Thai, Founder and General Director of Highlands Coffee, shared.
In just about 3 minutes, customers can complete the order, payment, and receive drinks right on the bus.
Highlands Coffee's Drive-Tru model is both a convenient take-away solution and a way for Highlands to bring the quintessence of Vietnamese coffee with richness and authenticity, approaching the younger generation.
Mr. Mojtaba Akhbari - Global Operations Director of Highlands Coffee - said: The need for convenience, speed and the ability to enjoy anytime, anywhere are the main factors that promote the habit of buying take-away coffee that is popular with the majority of Vietnamese people. Highlands Coffee's Drive-Thru model, designed specifically for Vietnam, flexibly serves both motorbikes and cars at the same time, creating a difference in the market".
