At 2 p.m on July 23, the first Starbucks coffee shop was launched in 32 Hang Bai Street (Hoan Kiem district). The two other stores also will be opened in this month including one in 314 Ba Trieu Street and another in 59A Ly Thai To Street. Accordingly, Starbucks in Hang Bai Street officially put into operation in the form of "take away coffee" with diverse drink menu. The most notable thing is that Asian Dolce Latte will be served in the store. Asian Dolce Latte was designed and introduced in the opening of the first Starbucks in Ho Chi Minh City in 2013. This drink was designed in a special formulation to suit the taste of Asia people.
Starbucks is an American beverage conglomerate having over 23,000 retail stores in 64 countries from all over the world. In February 2013, Starbucks launched its first store in Ho Chi Minh City, Vietnam. Until now, there are eight Starbucks stores in Ho Chi Minh City.
According to Ms. Patricia Marques, General Director of Starbucks in Vietnam, coffee drinking habits of Hanoi people are quite different from Ho Chi Minh citizens. People in Ho Chi Minh City are more ready to move from one district to another just only to drink a cup of coffee. On the other hand, Hanoi citizens prefer to find a space near their offices, their houses or their destinations to enjoy coffee. Therefore, Starbucks will open three coffee shops in the city to create the convenience for its customers. Ms. Marques also added that to better serve the needs of Hanoi market in particular and Vietnam market in general; Starbucks has to narrow the model of take away coffee, which is outstanding feature of this coffee brand. Accordingly, Vietnamese people often like to chat and make conversations when drinking coffee, therefore, Starbucks has created comfortable space for customers to enjoy.
In addition, Mr. Jeff Hansberry, President of Starbucks the China and Asia Pacific region, revealed that the company would create the most comfortable and closest space for local people to enjoy coffee. It means that each beverage store will have very different design in comparison to other ones. Currently, Starbucks Vietnam has recruited and trained 200 staffs for a chain of coffee shops in Vietnam. These staffs can dispense hundreds of different drinks.
Starbucks has implemented a long-term investment in Hanoi. Talking about Hanoi market, Mr. Hansberry said: "The decision to set food in Hanoi takes a lot of time for us. Actually, this is not a personal decision but the consensus of the whole system of Starbucks. We have carefully prepared every step with the respect of the traditional coffee culture in Vietnam in general and Hanoi in particular. Hanoi is the market that we need to make carefully steps in business strategy."