Anh Coffee wants to breathe new life into the coffee franchise chain

Believing that the mobile coffee model, although used by many brands, was not very successful because it was spread across many products other than coffee, the owner of the Anh Coffee brand invested in renewing this model to enter the franchise market.

Make the old new

Born and raised in the land of coffee, but for Pham Hoai Nguyen Anh, the fate with coffee came very late, but that lateness made the CEO of Anh Coffee LLC have a different way of making coffee than other coffee brands.

The CEO born in 1990 said that like many children born and raised in the Central Highlands, he was attached to the coffee tree. But in reality, he was not interested in coffee. It was only when he entered university, as a student majoring in Economic Law (Tay Nguyen University), when he had to stay up to study and go out for coffee with friends, that he began to enjoy the specialty drink of his hometown.

Then, every weekend off from school, he followed his roommate home, worked on the fields, inhaled the scent of coffee flowers, watched the coffee berries begin to ripen and harvest. Making coffee to drink by himself... he began to love it and determined that when he graduated, he would choose coffee to start a business.

But to realize the dream of owning a coffee brand is not easy, because in 2012 when he officially graduated, Pham Hoai Nguyen Anh started to research the market, research coffee brands, and realized that each coffee brand, each type of coffee sold in the market has a common seasonal feature and few unique features.

"In addition, in 2012, the market for roasted coffee and take-away coffee exploded across the provinces and cities. At that time, new coffee brands competed to appear on the market, the competition was so fierce that many businesses were born and after a while, many also disappeared," CEO Nguyen Anh recalled.

And then, Nguyen Anh chose to learn about the market so that he could create a coffee brand that would not be lost. That is, he chose to go to different coffee regions of Vietnam such as Lam Dong , or even the North. Then he went abroad, learned how to make coffee, how to brew coffee, how to roast coffee and even the machinery to have a delicious coffee product.

Anh Coffee brand owner Pham Hoai Nguyen Anh not only focuses on the quality and appearance of coffee products but also polishes his personal image every time he appears.

"My journey of learning the trade lasted for 4 years, when I tried to produce my own coffee, failed many times, threw it away, tried again, and then when I felt satisfied with my coffee, that was when I decided to establish Anh Coffee Company Limited in 2016. And Anh Coffee will produce and trade 100% pure coffee products", CEO Nguyen Anh said.

The mission of the Anh Coffee brand when launching the market is to conquer domestic and foreign customers. Anh Coffee aims to develop according to a coffee for health mindset. Therefore, Anh Coffee products are processed and manufactured according to strict standards with advanced technology, with the desire to bring new values of quality and health to consumers.

And then the Anh Coffee brand began to appear in the market from Ho Chi Minh City, the Central Highlands to different large and small cities across the country. After that, Nguyen Anh began to target the export market. Next, Pham Hoai Nguyen Anh realized his current goal for the Anh Coffee brand in 2024, which is to develop the franchise market in provinces and cities across the country with a mobile coffee model.

"Since the beginning of the year, the company has had many franchise contracts and plans to expand its brand chain despite many difficulties. Through the survey process, it was discovered that this niche market still has a lot of potential. However, the context of many difficulties in input materials combined with great competition in the market forced us to have our own, new path," said Nguyen Anh.

According to the owner of this brand, the "mobile coffee" model, selling coffee on trucks and containers, has been applied by many brands but most of them have not been successful because they have not focused on the quality of coffee but have spread out to other food and beverage products.

Therefore, designing and assembling the vehicles themselves to suit the tastes of users instead of just buying them back is the way this brand owner is creative. Notably, according to Nguyen Anh, the advantage of "mobile" coffee is that investors can move the point of sale if they want.

“This model helps to be flexible in terms of sales points because if the initial location we chose is not suitable or there is a fluctuation in the number of customers due to some factor, we can move to another location,” said the CEO of Anh Coffee.

In particular, this brand also guarantees partners a buyback of up to 80% (excluding depreciation costs) if the business is not effective.

Coffee at Anh Coffee is harvested and processed in a closed model, strictly controlled during the production process.

Understanding that each person will have their own “taste” in coffee. Nguyen Anh decided to create new coffee flavors to better suit many users. Currently, the company has up to 50 product codes made from coffee lines.

The important highlight that Anh Coffee brings is the "new breeze" in coffee quality as well as the creativity of instant coffee lines combined with ingredients, such as: lotus essence instant coffee for women, matcha essence coffee for young people, ginseng essence coffee for middle-aged people... On the other hand, also made from the main ingredient of coffee, but the company has its own blending formula between coffee beans to produce different flavors, such as: standard-flavored coffee with sweet aftertaste, bitter-flavored coffee with strong aroma, salty-flavored coffee with sweet aroma...

“Therefore, when franchising, Anh Coffee will also grasp the psychology of each region across the country to have suitable recipes and flavors,” the brand owner affirmed.

Not only capturing customer tastes through product quality, Pham Hoai Nguyen Anh also knows how to attract and excite customers with his neat and fresh appearance every time he appears.

Because for Nguyen Anh, coffee is a drink that creates excitement and relieves stress for the drinker, so he must always be fresh. Anyone who looks at him can feel and spread positive energy and optimism, no matter the circumstances, like a flower blooming in a storm.

Listen to "God's taste"...

Three years ago, Pham Hoai Nguyen Anh was awarded by the Central Committee of the Vietnam Young Entrepreneurs Association and the Central Committee of the Vietnam Youth Union ( Ho Chi Minh Communist Youth Union) for his outstanding start-up achievements. The highlight of the award was that this businessman built a strong brand based on data on preferences, consumer behavior, and personalized coffee flavor characteristics according to each segment and customer for effective business.

“Each customer has their own aesthetic taste and preferences. If we understand and respect those differences, we will serve our customers better. In return, they will love and support us more in the long run,” said the Director of Anh Coffee.

And, to understand his god, the young businessman decided to roll out into the market, listen to the taste of each customer group, even open the factory for tourists to experience free coffee "3 no": No obligation to buy; no need to pay for drinks, tourists can drink coffee freely; no entrance fee. Before making coffee, the owner of this brand often asks customers 3 things (aroma, taste, how to use) and records their enjoyment habits after serving a cup of delicious coffee to customers. Thanks to that, up to now, Anh Coffee not only has 50 product codes but also 7 product lines according to the preferences of each customer group.

"I learned the above experience on the first day of launching the product to the market. I also made beautiful models, displayed them beautifully, and brewed them well, but why were the sales low? When I went to sell, partners asked me what was different about the product in the jungle of brands? Some customers said they liked to drink coffee like this, not according to the general formula... Those were the questions that woke me up," said the 9X businessman.

...to enter the market

CEO Pham Hoai Nguyen Anh said that the first difficulty for a startup when deciding to enter the competitive franchise segment like today is that the brand is still small and not many people know about it. Meanwhile, other big players already have a market share.

Anh Coffee's warehouse is located in Tan An Industrial Park, Buon Ma Thuot City.

At the same time, the price of raw coffee has continuously increased to a record level, causing people and traders to not sell or sell only a small amount, and in addition, they cannot increase the price for users, forcing businesses to have a reasonable way to calculate and balance.

“The kiosk coffee model helps to limit the cost of premises due to its convenience, compactness, plus many years of experience in purchasing, updating the market price situation and purchasing about 1 month in advance for storage will help businesses solve the cost problem and even accept the story of initial profit reduction and adjust accordingly,” Nguyen Anh said about how to overcome the challenges in the early stages.

At the same time, with the goal of elevating Vietnamese coffee, besides becoming a brand of wet-processed coffee, organic coffee from nature and with the purpose of focusing on the health value of consumers, it is famous in the market.

Talking about the upcoming direction of Anh Coffee, Pham Hoai Nguyen Anh said that he has a vision for 2025, which is to franchise the brand abroad, establish the first franchise chains in Japan, Thailand, China and Cambodia... and continue to promote the successes achieved to bring customers attractive, long-term benefits.

To achieve the set goal, Nguyen Anh said that the company is currently investing in a processing factory of about 1,000m2 with an investment of 5 billion VND in Tan An Industrial Park, Dak La province to increase capacity from 1 container/month to 10 containers/month and has many plans to invest in expansion in the near future.

At the same time, the father of the Anh Coffee brand also proposed to receive support from the authorities, especially preferential policies on loans so that businesses have more resources to invest and expand their business.

Source: https://baodautu.vn/anh-coffee-muon-thoi-lan-gio-moi-vao-chuoi-nhuong-quyen-ca-phe-d213554.html