Recently, the convenient and optimized mobile model of Vietnam’s No. 1 coffee chain brand – Highlands has surprised many customers when they saw many mini cabins selling coffee at gas stations.

Many customers also wondered if it was “real”.

According to many customers who have experienced it, this is a new model of the company, where the selling price of drinks is the same as at the store.

This is a new way for the brand to approach customers. In the Southeast Asia region, the Amazon coffee chain previously owned many coffee shops at gas stations and rest stops.

Forecast of strategic goals:

1. Expand customer touch points

Placing mini cabins at gas stations helps Highlands reach more potential customers, especially those who travel frequently.

This is a strategy to take advantage of high-traffic locations, similar to what Amazon coffee chain has done in Southeast Asia.

2. Diversify business models

Mini cabins at gas stations show that Highlands is expanding its business model, in addition to traditional stores.

This helps the brand increase its presence in more flexible locations, at lower costs.

The mini cabin model at gas stations is a creative and timely direction of Highlands Coffee. If implemented properly, this can become a new highlight, helping the brand maintain its position in a highly competitive market.