Coffee is one of the most important commodity and widely consumed beverages in the world

and also in Vietnam. Moreover, coffee chains are becoming more popular and are expected to
grow strongly in the coming years with more than half of the population is baby boomers, which
have driven the success of coffee shops.

According to the Economics and Forecast of the Ministry of Planning and Investment in July
2018, the coffee and tea chain industry in Vietnam includes 20,000 stores with revenue increased
32% annually.

By the end of November 2018, the market leader was Highlands Coffee with a total of 233 stores
nationwide - more than 100 stores with the second chain The Coffee House. Large chains with
other names such as Starbucks, Trung Nguyen Legend, Phuc Long or Cong Coffee have 40-60
stores.

Vietnam is a potential consumption market with more than 93 million people, in which young
people that are under 35 accounts for 60% and average income per capita has grown steadily
over the last 10 years and reached 2,200 USD in the past year. According to experts, Vietnam is
considered as a promising market, especially for the catering industry included the coffee chain
industry. Therefore, innovations are necessary in the potential and competitive market to increase
business efficiency and provide the best experience for customers.

With the launch of membership card and smartphone application as an alternative to cash
payment, Starbucks has succeeded in changing with the fourth industrial revolution

On 10 November 2018, Starbucks Vietnam is pleased to introduce Starbucks customers a new

method of payment in addition to cash. The company also announced the expansion of Starbucks
Rewards with the launch of a mobile Starbucks Vietnam app in Vietnam, providing quick and
convenient ways for customers to pay at the store. Customers can go to any Starbucks store in
Vietnam to activate and register a new card. When using a registered Starbucks card, customers
can recharge, pay and earn points easily. In addition to the main design of Starbucks cards,
Starbucks Vietnam will also introduce limited designs of each season.

Starbucks apps on mobile phones with iOS and Android operating systems will help customers
quickly pay at the store by scanning the bar code that is connected to the registered Starbucks
card. Customers can register multiple Starbucks cards into their accounts, all of which will be
connected to the Starbucks app. In addition to paying by phone, customers can easily check the
account balance in their card, the number of available stars, and quickly search for the nearest
Starbucks stores.

For dedicated fans of the coffee chain, it’s well worth the relatively steep price tag. The
card’s rewards, redeemable for free food and drink items at Starbucks, could potentially
save you plenty. But for less loyal customers, it’s probably not worth the cost. A card with
more versatile rewards, such as miles, points or cash back, would likely be a more valuable
pick.

Coffee consumption is highest in Vietnam, where 50% of consumers prefer to drink at the coffee
shop rather than home or workplace .

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