HCM CITY — Vietnamese national coffee chain, Highlands Coffee, on Tuesday in HCM City officially launched its first-ever Drive-Thru model, marking a bold, strategic innovation that reflects the brand’s commitment to agility, modernity, and consumer-centric service in a fast-paced era.

The first Drive-Thru store is located at 49 Hoàng Văn Thụ Street, Tân Sơn Hoà Ward, HCM City.

Backed by proven operational capability and a dedicated staff, the model allows customers to receive high-quality drinks quickly, conveniently, and without compromising the signature Highlands experience – all within about three minutes.

As Vietnamese consumers increasingly value convenience and speed, Highlands’ Drive-Thru model offers not only an innovative takeaway solution but also a dynamic way to bring authentic Vietnamese coffee closer to young, mobile generations, the company said, affirming that the introduction of this Drive-Thru model is a strategic step in completing the brand’s multichannel coffee experience ecosystem. 

“The Drive-Thru store concept brings a next-level of coffee experience, representing the culmination of over two decades of deep understanding and evolving with the needs of Vietnamese consumers.

"It is a strategic milestone in Highlands Coffee’s long-term vision — to bring Vietnamese coffee culture closer to every customer, at any time, in any place,” said David Thái, founder and CEO of Highlands Coffee.

Unlike international Drive-Thru models made mainly for cars, Highlands Coffee’s Drive-Thru is tailored to Việt Nam’s traffic and habits. From lane design to ordering and service flow, everything is adjusted for both motorbike and car users to ensure speed and comfort.

According to the QSR market report by Cognitive Market Research, Drive-Thru is one of the fastest-growing segments globally, projected to reach US$1.12 trillion by 2030. 

Highlands Coffee sees this as more than just an opportunity for growth – it’s a chance to bring the essence of Vietnamese coffee to the world through a modern, accessible, and highly scalable service format.

By pioneering the first “all-in-one” Drive-Thru store concept in Việt Nam’s coffee chain, Highlands Coffee not only demonstrates its adaptability to the local market but also takes a strategic step toward global expansion – delivering Vietnamese coffee that is bold, authentic, and standardised to international quality expectations.

With over 900 stores across 34 provinces in Việt Nam and 53 international stores in the Philippines, Highlands Coffee is on track to reach 1,000 stores by the end of 2025. — BIZHUB