쉐도잉 연습: Why Starbucks Struggles In Vietnam's $1B Coffee Market - YouTube로 영어 말하기 배우기
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Vietnam knows its coffee.
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Vietnam knows its coffee.
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It's famous for a thick,
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heavy brew sweetened with condensed milk.
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A cup of traditional café suda is made with Robusta beans,
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which have a sharper, bitter flavor and higher caffeine content than more mild Arabica beans.
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The drink is available all over Vietnam,
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served at roadside cafes, restaurants, and at home.
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But you won't find the traditional style in a Starbucks.
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That's because most international coffee chains only serve Arabica beans,
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which are more mild than Robusta beans.
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And while that may work for customers in many countries,
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in Vietnam serving only Arabica is a problem.
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It's one reason big coffee chains have struggled to grow there
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despite the country's more than $1 billion market for specialty coffee and tea shops.
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Starbucks is a global brand with more than 30,000 stores around the world.
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Australian chain Gloria Jeans Coffees has close to 760 cafes in over 55 countries.
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But they haven't cracked the market in Vietnam.
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Gloria Jeans exited Vietnam entirely in 2017,
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after 10 years in the market.
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While Starbucks has grown since it entered Vietnam in 2013,
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the number of Starbucks per capita is low compared to neighboring markets.
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There is just one Starbucks per 1.7 million people in Vietnam.
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That means the competition is fierce as international chains go head to head with local chains.
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On the whole, local chains are expanding faster and performing better than their international counterparts.
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With its long coffee history and abundance of high-quality joe on every corner,
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coffee in Vietnam is a way of life.
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With mom-and-pop coffee shops still occupying a large share of the coffee market in Vietnam,
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a big question remains.
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Do international chains stand a chance in Vietnam?
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Living in the world's second largest coffee exporter,
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Vietnamese people have tons of local options when it comes to coffee.
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The market is highly fragmented,
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with small family-owned and independent shops making up the bulk of coffee sales.
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There are over 540,000 restaurants in Vietnam,
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and over 430,000 of them are street stalls.
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Even the five largest coffee chains in Vietnam collectively hold just a fraction of the market — 15.3%.
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The popular Highlands coffee tops the list with 7.2%.
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Filipino fast food giant Jollibee has a majority stake in Highlands.
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And even though Starbucks holds the number two spot in sales,
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it's still less than 3% of the entire coffee market in Vietnam.
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At those small roadside shops,
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coffee costs less than a dollar.
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They're fast, and some provide services like Wi-Fi and shoeshines.
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And their biggest advantage?
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There are thousands of them.
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Analysts say a cup of coffee at a Vietnamese Starbucks typically
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costs substantially more than a similar drink at a local chain like Highlands.
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In general, Vietnamese consumers spend about two and a half times more money at Western outlets than they do at Asian outlets.
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office workers are able to afford a cup of Starbucks coffee,
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they are also willing to pay a premium for Starbucks' unique in-store experience.
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And especially so if it's like a way to pamper oneself every once in a while.
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And on the other hand,
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the local coffee players would of course enjoy higher purchasing frequencies as the coffee is much more affordable than a Starbucks coffee.
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Vietnam has developed rapidly over the last 30 years from one of the world's poorest countries to a lower middle-income country.
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The middle class is growing too,
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but it's still small compared to other countries.
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Part of Gloria Jean's problem in Vietnam was failing to recognize
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that middle to upper class consumers were still a relatively small segment of the population.
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And I think that when the international brands,
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when they come to Vietnam,
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they bring very new coffee enjoyment to cultures.
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But at the same time,
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we still love our tradition.
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Vietnam's economic transformation is thanks to a policy called Doi Moi,
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which was a series of economic and political reforms that led to rapid growth.
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It also introduced a set of policies that encouraged international companies to set up shop in Vietnam.
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Despite strong population growth and urbanization,
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Vietnam is predominantly agricultural and rural.
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Outside of cities, experts say coffee culture looks a little different.
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It's easy to say Ho Chi Minh City,
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Saigon is the focus of coffee consumption
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or Hanoi is the new focus of coffee consumption or some of these growing cities on the Central Coast,
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these are coffee-consuming cities in Vietnam.
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But to do that is to forget
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that there's a lot of people who don't live in those cities
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and there's a lot of people in Vietnam who don't have the money to spend at even a Chung Win
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or a Highlands cafe, which are relatively expensive compared to those street-side cafes or a local cafe.
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There are two main types of coffee being traded internationally, Arabica and Robusta.
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is famous for its Robusta coffee,
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which has a sharper flavor and a higher caffeine content than the more mild Arabica bean.
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Most coffee consumed from chains in the U.S is brewed from Arabica beans.
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Robusta beans typically cost less than Arabica beans because producing them is less resource-intensive.
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In Vietnam, Robusta beans account for about 97% of the country's total coffee production.
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But international chains like Starbucks and Gloria Jeans have long shunned the use of Robusta beans.
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It's perceived as a lower quality,
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cheaper alternative to Arabica, and is often used in instant coffee and espresso blends.
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But most Vietnamese consumers look for the taste and energy bolt of high-caffeine Robusta beans.
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Not to mention the fact that many drinks sold at international chains,
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like lattes and flat whites,
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don't resemble anything close to traditional Vietnamese coffee.
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Vietnamese coffee offers more variety than just cafe suda.
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There are varieties made with egg yolk, yogurt, and even fruit.
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While some chains attempted to adapt to local tastes,
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they didn't go for it 100% of the way.
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For instance, Gloria Jean's added condensed milk to replicate traditional drinks.
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But it still served Arabica bean coffee,
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which lacks the punch of Robusta.
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Starbucks also added Arabica bean coffee with condensed milk and ice to its menu.
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This is just anecdotal, but my friends in Vietnam,
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when they walk into a Starbucks,
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There's really nothing that they want to drink on the menu, right?
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There's nothing that resembles Vietnamese coffee.
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So I think some of it is familiarity.
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But there's a shift in some corners of Vietnamese coffee culture thanks to the so-called third-wave coffee movement.
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That's a global coffee trend that focuses on quality and sourcing of the coffee bean.
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Third-waivers in Vietnam, for example,
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are experimenting with the Arabica bean to add variety to their coffee habit.
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In Vietnam's urban centers like Ho Chi Minh City and Hanoi,
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analysts say the interest in third-wave coffee and specialty cafes is on the rise.
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But it's still a small portion of the population.
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But there's still a lot of people who aren't
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that kind of consumer and they aren't at that class level or socioeconomic status yet.
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So I think you're right.
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There's a lot of street-side coffee consumption,
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local cafes, and that, you know,
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those are They're still small pieces of the market,
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but they're important pieces of the market.
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And menu differences between local and international chains go beyond just the type of being.
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I think local chains understand the customer much better than international chains,
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and hence they are more responsive to adopting change when customer preference evolves or shifts.
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So I think this flexibility of the local chains over the international has been reflected in the frequency of changing the menus.
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For example, I say that Mule Farm tea or peach tea was super popular three or four years ago.
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And then the local chains like Highland Cafe or the Coffee House,
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the two most popular coffee chains at the moment,
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they were very prompted to include their favorite drink into their menus.
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In Vietnam, some of consumers' top reasons to visit Western chains are to try something new,
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celebrate a special occasion, or treat themselves.
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Asian chains are visited due to convenient location and good value for the price.
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In other words, Western outlets are visited less frequently than Asian outlets across the board,
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according to research firm Decision Lab.
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When locals do go to international chains to spend a lot on fancy coffee,
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they're also paying for the experience.
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Analysts say a recognizable brand name and Instagrammable experience draws in curious customers.
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Its high profile brand may have been what set Starbucks apart from some of its other international competitors.
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Starbucks brand recognition gives it an edge on other foreign chains in Vietnam.
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So coffee bean and tea leaf has not been doing very well in Vietnam.
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And the key reason is that coffee bean does not have a unique brand position in the country.
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So from a price perspective,
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coffee bean is not as affordable as local places like Highlands coffee
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and neither does it offer as many seasonal drinks or events like Starbucks in order to justify a price premium.
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Starbucks' loyalty program and smartphone app also appeal to young, tech-savvy Vietnamese consumers.
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Starbucks' unique and welcoming environment remains one of its distinguishing features in a crowded market.
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While Starbucks doesn't break out financial results by country,
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country, it's been adding new stores in Vietnam,
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slowly and steadily building its presence there.
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So what does the future look like for international coffee chains in Vietnam?
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Vietnamese Gen Z consumers, who were born between 1994 and 2002,
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spend a higher proportion of their money on eating out — about $40 a month.
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They're also more likely to try foreign chains.
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But there is bad news for coffee chains.
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generation drinks more tea and milk than coffee.
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According to research firm Decision Lab,
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Gen Z consumers are responsible for the boom in bubble tea in Vietnam,
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a product most international coffee chains don't offer.
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And local chains have another advantage here.
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It's easier for them to adapt their menu quickly to local tastes.
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Vietnam is a coffee market full of challenges and competition.
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And it's not just the type of bean that international chains can change to appeal to consumers.
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Thank you.
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