The Coffee House to break the "curse"

Our exclusive interview with Mr. Vu Van Tu, CEO of Fabbi JSC will help you have a better view of the new business strategy of The Coffee House.

- In your opinion, why doesn’t The coffee House operate on its own App, but on super Apps?

In my opinion, The Coffee House changed its business strategy to meet some of the following criteria:

Mr. Vu Van Tu, CEO of Fabbi JSC

First, such a strategy is more suitable to customers’ behavior    and trends. When the COVID-19 pandemic broke out, the demand for    online shopping has been increasing strongly. While The Coffee House's customers are mainly young people, intellectuals who tend to catch up with technology trends. Therefore, it is really necessary for    The Coffee House to switch to Grab and Now Apps.

For    example, I have regularly ordered food and drinks for    my family. It would be quite inconvenient if I just ordered drinks on The Coffee House- Apps. So, all-in-one Apps will satisfy my need.

Second, The Coffee House will approach new young customers. This company has positioned its F&B brand as an entity with a large loyal customer base. This springboard will help The Coffee House get new young intellectual customers on App stores such as Grab, Now ...

Third, The Coffee House will focus on what it is best at to become No. 1. As an F&B business, this company has the strength to create the best drinks and provide the best services to its customers.

The Coffee House has 2 big problems to be solved. The first one is the quality of products and customer services. The second one is to solve the delivery problem. When you had 20 to 30 stores in big cities, you would get most of the stages ranging from research, production, sales to delivery to customers.

When you run your company across all provinces, with thousands, tens of thousands of orders per day, it would be a completely different story. Meanwhile, Grab, Now... have smoothly operated across the provinces. By playing on on-demand delivery Apps, The Coffee House will focus on improving its quality of products and services.

Fourth, The Coffee House will save operation costs. Fabbi has been developing order and delivery management super Apps. We understand the deployment and operation of IT systems cost very much. By focusing on super Apps like Grab, Now..., The Coffee House has saved IT human resources and marketing expenses for    App, hereby improving the quality of products and services.

Fifth, the right time has come to join super Apps. With the efforts of customer insights to provide the best services, The Coffee House has implemented most of the stages in the operation chain while many of its competitors failed to do such an operation. I think, by deploying this operation, The Coffee House has gained the experiences and the secret to success. So, it is time for    this company to join super Apps.

The Coffee House will focus on what it is best at to become No. 1. As an F&B business

- Which challenges will The Coffee House face when joining super Apps, sir?

In my view, there will be some major    challenges for    The Coffee House. As compared to its competitors such as Starbucks, Phuc Long..., The Coffee House acted as a follower on super Apps, so it has to be more creative and faster to gain market shares and confidence from customers. However, The Coffee House experienced and effectively done this operation. And The Coffee House will succeed if it provides the best products and services.

The Coffee House has its own approach to run its App, but on the super Apps, this company will compete with other businesses in offering coupons to the Apps, marketing on the Apps, while complying with the rules of the super Apps like Grab, Now...

Sometimes, the risk, the quality of the delivery of super Apps... will directly affect the reputation of The coffee House.

- What are the business prospects of The Coffee House when joining super Apps, sir?

When joining super Apps, F&B businesses will have the opportunity to get a big number of young customers from the Apps. I think that, if The Coffee House continues to hold the customer-centric strategy, to provide its customers with the best drinks, to regularly create new products, and to improve customer care, it will become one of the leading F&B businesses in Vietnam.

Thank you!