Vietnamese coffee giant Trung Nguyen opened a franchise in Singapore’s Changi Airport last week under the company’s new franchising image.
The 150sq.m shop, in a favourable location, which opened on September 5, showcases Viet Nam’s coffee-drinking culture, with its personal filters and robusta coffee.
The establishment of the office on the island country is part of the company’s strategy to become a competitive brand in the world coffee market.
“Singapore is considered a gateway of Asia and the world with many important international airline routes. Changi Airport is one of the biggest airports in the region with arrivals from businessmen and tourists,” said Vo Thi Ha Giang, the company’s foreign affairs manager. “It will be a suitable place for Trung Nguyen to spread its brand name.”
She noted that the island country offers favourable conditions for foreign firms to establish their businesses.
Giang added that in the first year of operations in Singapore, the company would focus on building a world-class coffee brand- name as well as a new way of franchising, rather than revenue.
The company had previously franchised seven outlets abroad, however the airport location represents the first franchise under Trung Nguyen’s new image.
Trung Nguyen Coffee Explores New Image
September 12, 2008 by Cris | 0 Comments
In Franchises, Restaurants, Trends
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