Originating from love for Vietnamese coffee, the journey from 1 to 1,000 stores of Highlands Coffee is a story of connections nurtured around a cup of coffee every day, where the traditional flavor of Vietnamese coffee blends into the modern rhythm of life and gradually spreads to many generations of consumers.
With Highlands Coffee, the milestone of 1,000 stores is not only a growth in scale but also an opportunity to look back at a journey built on the trust and love of customers, the companionship of farmers, the dedication of more than 12,000 Highlandsers and the persistent belief in the value of Vietnamese coffee.
From the first small 9m2 coffee counter by Hoan Kiem Lake to today's 1,000-store system, Highlands Coffee always chooses to move forward with perseverance rather than haste, with quality rather than quantity and with long-term values rather than short-term achievements.
Today, with more than 12,000 employees nationwide and more than 100 million cups of coffee served each year, Highlands Coffee has been present in the rhythm of life of millions of Vietnamese people. Throughout that journey, the brand has always been steadfast in preserving the core values of Vietnamese coffee, while constantly innovating to meet the increasingly diverse needs of consumers.
Mr. David Thai, Founder and CEO of Highlands Coffee, shared: "For me, the 1,000th store is not a destination. It is an opportunity for us to look back and thank all those who wrote this journey, from farmers taking care of each coffee tree, Highlands employees who are dedicated every day, to millions of customers who have always trusted and chosen Highlands. We hope that each cup of coffee, each product we serve contributes a small part to preserving the beauty of Vietnamese coffee culture and inspire more people to love the values, the unique cultural features of Vietnamese people and continue to open up opportunities for Vietnamese coffee to reach further in the future.
“Dedication” culture – the foundation of a journey from 1 to 1,000 stores
To maintain product quality and customer experience on a scale of 1,000 stores, Highlands Coffee believes that what creates the most sustainable difference is the people and culture called "Dedication".
Behind this milestone is the contribution of more than 12,000 Highlanders throughout the system. Highlands Coffee constantly invests in training, human development and building an environment for each individual to develop their potential, together creating good experiences for customers.
In parallel with the development of the store system, Highlands Coffee also builds sustainable coffee material area development programs according to the regenerative agricultural model, aiming to improve the quality of the raw material area, promote sustainable farming and create long-term value for the Vietnamese coffee growing community.
Mr. Le Thai Anh, Country Director of Highlands Coffee in Vietnam, shared: "With Highlands Coffee, the milestone of 1,000 stores is not simply a story of scale. What we appreciate most is that behind each store there are people who are dedicated to their work every day. That dedication has helped Highlands maintain quality and consistent experience, maintaining customer trust throughout the system.
Passing the milestone of 1,000 stores, Highlands Coffee chooses to continue its journey with humility and gratitude. More than just a coffee brand, Highlands Coffee wishes to continue to create spaces connecting the community, spreading the love of Vietnamese coffee and contributing to building pride in Vietnamese values in today's and future generations.
