Trung Nguyen to open 3000 E-Coffee outlets next year

Vietnamese coffee giant Trung Nguyen says it plans to open 3000 E-Coffee shops next year, before making its debut offshore.  

Unlike the Trung Nguyen Legend coffee chain, the E-Coffee model is mainly developed for franchising. The size of E-Coffee’s outlets depend on the premises and business goals of the franchise partner.

Targeting low- and middle-income consumers who prefer take-away drinks, each E-Coffee outlet costs its owner VND65 million ($2815) to VND175 million ($7581) for an area ranging from 4sqm to 40sqm. 

In addition to offering processed coffee, E-Coffee also sells coffee equipment and coffee makers. 

Communications director of Trung Nguyen Group, Vo Thi Ha Giang, said the company is confident in the franchise model of E-Coffee brand as they have gained the experience of local franchisees in the past with the modern retail trend. After E-Coffee breaks out in Vietnam next year, they will bring the E-Coffee brand to the world, collaborating with partners in many different countries.


Launched three months ago, E-Coffee has opened more than 200 stores across the country. The E-Coffee model has attracted partners from many countries, including China, South Korea and the US. 

Explained by the group, “E” in “E-Coffee” stands for Energy, not Electronic or internet-related as many people think.

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