Highland Coffee is leading the market with 25% share

1. STUDY ABOUT COFFEE CHAIN IN VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)
August, 2016

2. 1
SCOPE OF WORK
 This survey was conducted to study about coffee chain in Vietnam
 Methodology: Online survey
 Fieldwork time: 3 days (06/08/2016 to 08/08/2016)
 Sample size: N = 900
 Geography: Ho Chi Minh, Ha Noi

3. 2
KEY FINDINGS
• Trung Nguyên Coffee, Highland Coffee and Phúc Long are top well-known coffee chains
• Highland Coffee is the leader with 25% share, following by Trung Nguyên Coffee 20%
• Point of sales and word-of-mouth are main sources of brand awareness
• Taste of beverage is the top reason of choosing coffee chain
• 81% feel satisfied with the coffee chain they often go to
• Trung Nguyên Coffee owns the highest consumer’s loyalty level (11%)
while Urban Station has the highest switching rate (9%)
• Offer more promotions is the way that brand can make customers feel happier
• 44% go to coffee chain 1 – 3 times / week
• 36% go to café from 6pm to 8pm and 39% spend $2.51 - $5 each time
• Book café is the type of special café preferred the most

4. 3
N = 900
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
5%
2%
2%
4%
8%
9%
26%
44%
Others
Factory Worker
Job seeker/Retired
Housewife
Engineer/Doctor/Teacher
Self-employed
Student
Office worker
12%
15%
26%
45%
3%
Over 35
30-35
26-30
18-25
Under 18
45%
55%
Male
Female
30%
70%
Hà Nội
Hồ Chí Minh

5. 4
4%
16%
17%
18%
22%
29%
29%
29%
32%
38%
48%
51%
54%
57%
63%
70%
79%
80%
Others
The coffee factory
The Kafe
Café Cộng
Mccafé
Caffe Bene
Thức coffee
Gloria Jean's Coffees
MOF
Effoc
Urban Station
The Coffee Bean & Tea Leaf
Passio
The Coffee House
Starbucks
Phúc Long
Highland Coffee
Trung Nguyên Coffee
Total
3%
18%
16%
11%
25%
32%
35%
36%
40%
47%
52%
58%
63%
65%
67%
80%
81%
82%
Hồ Chí Minh
5%
11%
19%
39%
14%
19%
11%
8%
6%
7%
35%
28%
26%
32%
50%
36%
71%
74%
Hà Nội
TRUNG NGUYÊN COFFEE, HIGHLAND COFFEE AND PHÚC LONG
ARE TOP WELL-KNOWN COFFEE CHAIN ACROSS ALL AGE GROUPS
Do you know any coffee chain listed below? (by city)
N = 900 N = 630 N = 270

6. 5
4%
16%
17%
18%
22%
29%
29%
29%
32%
38%
48%
51%
54%
57%
63%
70%
79%
80%
Others
The coffee factory
The Kafe
Café Cộng
Mccafé
Caffe Bene
Thức coffee
Gloria Jean's Coffees
MOF
Effoc
Urban Station
The Coffee Bean & Tea Leaf
Passio
The Coffee House
Starbucks
Phúc Long
Highland Coffee
Trung Nguyên Coffee
Total
5%
18%
23%
22%
25%
34%
38%
31%
35%
47%
59%
58%
59%
66%
71%
75%
81%
80%
Under 18-25
1%
16%
14%
13%
19%
25%
23%
30%
29%
31%
45%
50%
50%
56%
62%
68%
78%
81%
26-30
5%
18%
9%
17%
22%
24%
23%
30%
31%
28%
36%
38%
44%
46%
53%
64%
78%
81%
30-35
4%
8%
9%
10%
20%
20%
16%
20%
23%
28%
25%
42%
54%
33%
47%
62%
69%
72%
Over 35
TRUNG NGUYÊN COFFEE, HIGHLAND COFFEE AND PHÚC LONG
ARE TOP WELL-KNOWN COFFEE CHAIN ACROSS ALL AGE GROUPS
Do you know any coffee chain listed below? (by age)
N = 900 N = 429 N = 231 N = 132 N = 108

7. 6
2%
9%
25%
27%
29%
37%
37%
48%
63%
71%
Others
I know through advertising sms/
email
Flyer
Websites, forum (Except Facebook)
TV ads
Out of home ads
Received promotion, trial chance
from these coffee chains
Facebook ads
Friends/ Relatives' suggestion
See these coffee chains on streets
Total
2%
10%
27%
27%
28%
36%
40%
49%
65%
75%
Hồ Chí Minh
2%
7%
20%
25%
35%
38%
29%
48%
58%
58%
Hà Nội
POINT OF SALES AND WORD-OF-MOUTH ARE EFFECTIVE
CHANNELS OF BRAND AWARENESS
How do you know these coffee chains? (by city)
N = 900 N = 630 N = 270

8. 7
POINT OF SALES AND WORD-OF-MOUTH ARE EFFECTIVE CHANNELS
OF BRAND AWARENESS ACROSS ALL AGE GROUPS
2%
9%
25%
27%
29%
37%
37%
48%
63%
71%
Others
I know through advertising sms/
email
Flyer
Websites, forum (Except
Facebook)
TV ads
Out of home ads
Received promotion, trial
chance from these coffee…
Facebook ads
Friends/ Relatives' suggestion
See these coffee chains on
streets
Total
2%
8%
27%
30%
28%
37%
41%
55%
67%
70%
Under 18-25
2%
8%
23%
27%
26%
35%
32%
45%
59%
75%
26-30
3%
11%
17%
21%
36%
39%
34%
42%
57%
68%
30-35
3%
13%
31%
23%
37%
38%
38%
34%
65%
66%
Over 35
How do you know these coffee chains? (by age)
N = 900 N = 429 N = 231 N = 132 N = 108

9. 8
2%
0%
1%
1%
1%
1%
1%
1%
2%
2%
5%
5%
5%
5%
7%
18%
20%
25%
Others
The Kafe
Gloria Jean's Coffees
MOF
Mccafé
Caffe Bene
The coffee factory
Thức coffee
The Coffee Bean & Tea Leaf
Café Cộng
Effoc
Starbucks
Urban Station
Passio
The Coffee House
Phúc Long
Trung Nguyên Coffee
Highland Coffee
Total
0%
1%
1%
1%
1%
1%
1%
2%
0%
2%
6%
5%
5%
6%
9%
23%
17%
20%
Hồ Chí Minh
1%
1%
0%
0%
1%
1%
1%
1%
8%
3%
0%
4%
5%
2%
2%
2%
27%
39%
Hà Nội
OVERALL HIGHLAND COFFEE IS THE MARKET LEADER IN VIETNAM
Which coffee chain do you go to the most frequently?
N = 900 N = 630 N = 270
Trung Nguyên Coffee is preferred by Hanoian
while Phuc Long is the top choice of Saigonese

10. 9
0%
1%
1%
1%
1%
1%
1%
2%
2%
2%
5%
5%
5%
5%
7%
18%
20%
25%
The Kafe
Gloria Jean's Coffees
MOF
Mccafé
Caffe Bene
The coffee factory
Thức coffee
The Coffee Bean & Tea…
Café Cộng
Khác
Effoc
Starbucks
Urban Station
Passio
The Coffee House
Phúc Long
Trung Nguyên Coffee
Highland Coffee
Total
1%
1%
1%
1%
1%
1%
1%
1%
2%
3%
5%
5%
7%
5%
12%
20%
12%
22%
Under 18-25
0%
0%
1%
0%
1%
0%
1%
1%
1%
3%
2%
5%
3%
4%
4%
21%
20%
31%
26-30
0%
1%
0%
1%
0%
2%
1%
5%
3%
2%
2%
4%
2%
5%
2%
10%
38%
22%
30-35
0%
0%
1%
2%
3%
1%
2%
1%
1%
1%
9%
3%
1%
10%
3%
14%
26%
23%
Over 35
OVER 30 YEARS OLD GROUP PREFERS TRUNG NGUYÊN COFFEE
Which coffee chain do you go to the most frequently?
N = 900 N = 429 N = 231 N = 132 N = 108

11. 10
80% 79%
70%
63%
57%
54%
51%
48%
38%
32%
29% 29% 29%
22%
18% 17% 16%
4%
20%
25%
18%
5%
7%
5%
2%
5% 5%
1% 1% 1% 1% 1% 2% 0% 1% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Awareness
Usage
TRUNG NGUYÊN COFFEE GAINS HIGHEST BRAND AWARENESS
WHILE HIGHLAND COFFEE GAINS HIGHEST MARKET SHARE
Which coffee chain do you know?
Which coffee chain do you go to the most frequently?
N = 900

12. 11
Trung Nguyên
Coffee
Highland
Coffee
Phúc Long
The Coffee
House
PassioUrban Station
TRUNG NGUYÊN & HIGHLAND COFFEE LEAVE OTHER COMPETIORS
FAR BEHIND IN TERM OF BRAN AWARENESS AND USAGE
Low
Low
High
High
Which coffee chain do you know?
Which coffee chain do you go to the most frequently?
Usage
Awareness

13. 12
7% 5% 8% 12%
4%
11% 15% 7%
9%
11%
12%
9%
11%
12%
16%
17%
15%
14%
14%
22%
19%
26% 20%
24%
22%
22%
23%
20% 21%
7%
8%
6%
8% 6%
5% 1%
6% 8% 10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 30-35 Over 35
Everyday
4 - 6 times/ week
2 - 3 times/ week
Once/ week
2 - 3 weeks/ time
1 month/ time
More than 1 month/ time
I don't remember
44% GO TO COFFEE CHAIN 1 – 3 TIMES A WEEK
How often do you go to this coffee chain?
N = 900 N = 429 N = 231 N = 132 N = 108

14. 13
2%
11%
11%
12%
13%
17%
18%
18%
19%
19%
19%
20%
23%
25%
28%
29%
32%
33%
34%
35%
36%
37%
37%
41%
Others
Many unique food
Delicious food
Food & beverage are good for health
Good reviews on the review sites
Equal quality of food, beverage between stores
Beautiful, selective music
There are many promotions
Varied menu
Impressive, unique style
Suitable for making appointment, working
Strong wifi signal
Luxury brand
Hygienic
Peaceful and airy
Friendly staff, good service
Beautiful space/ decoration
Suitable for meeting friends
Relaxed, can stay as long as I wish
Pure and good coffee
Reasonable price
Convenient location
Friends, relatives often invite me to come here
Delicious beverage
Total
TASTE OF BEVERAGE IS THE TO REASON FOR CHOOSING
COFFEE CHAIN
Why do you choose this coffee chain?
N = 900

15. 14
2%
11%
11%
12%
13%
17%
18%
18%
19%
19%
19%
20%
23%
25%
28%
29%
32%
33%
34%
35%
36%
37%
37%
41%
Others
Many unique food
Delicious food
Food & beverage are good for health
Good reviews on the review sites
Equal quality of food, beverage between stores
Beautiful, selective music
There are many promotions
Varied menu
Impressive, unique style
Suitable for making appointment, working
Strong wifi signal
Luxury brand
Hygienic
Peaceful and airy
Friendly staff, good service
Beautiful space/ decoration
Suitable for meeting friends
Relaxed, can stay as long as I wish
Pure and good coffee
Reasonable price
Convenient location
Friends, relatives often invite me to come here
Delicious beverage
Total
1%
10%
10%
10%
13%
19%
16%
24%
18%
20%
24%
20%
30%
22%
33%
32%
38%
31%
38%
33%
33%
43%
39%
43%
Highland Coffee
2%
10%
10%
13%
13%
16%
22%
10%
11%
19%
24%
20%
30%
24%
32%
29%
28%
32%
32%
49%
34%
38%
35%
28%
Trung Nguyên Coffee
HIGHLAND = DELICIOUS DRINKS + CONVENIENT LOCATION
TRUNG NGUYÊN = GOOD COFFEE + CONVENIENT LOCATION
Why do you choose this coffee chain?
N = 900 N = 221 N = 176

16. 15
2%
11%
11%
12%
13%
17%
18%
18%
19%
19%
19%
20%
23%
25%
28%
29%
32%
33%
34%
35%
36%
37%
37%
41%
Others
Many unique food
Delicious food
Food & beverage are good for health
Good reviews on the review sites
Equal quality of food, beverage between stores
Beautiful, selective music
There are many promotions
Varied menu
Impressive, unique style
Suitable for making appointment, working
Strong wifi signal
Luxury brand
Hygienic
Peaceful and airy
Friendly staff, good service
Beautiful space/ decoration
Suitable for meeting friends
Relaxed, can stay as long as I wish
Pure and good coffee
Reasonable price
Convenient location
Friends, relatives often invite me to come here
Delicious beverage
Total
2%
10%
12%
12%
17%
14%
12%
20%
20%
16%
11%
15%
20%
24%
23%
20%
22%
30%
27%
35%
36%
30%
40%
55%
Phúc Long
Why do you choose this coffee chain?
N = 900 N = 161
0%
12%
14%
12%
18%
21%
32%
18%
29%
27%
30%
36%
29%
32%
35%
38%
59%
53%
48%
26%
39%
44%
47%
50%
The Coffee House
N = 66
PHÚC LONG = DELICIOUS DRINKS
THE COFFEE HOUSE = BEAUTIFUL DECORATION + CAN STAY LONG

17. 16
2%
11%
11%
12%
13%
17%
18%
18%
19%
19%
19%
20%
23%
25%
28%
29%
32%
33%
34%
35%
36%
37%
37%
41%
Others
Many unique food
Delicious food
Food & beverage are good for health
Good reviews on the review sites
Equal quality of food, beverage between…
Beautiful, selective music
There are many promotions
Varied menu
Impressive, unique style
Suitable for making appointment, working
Strong wifi signal
Luxury brand
Hygienic
Peaceful and airy
Friendly staff, good service
Beautiful space/ decoration
Suitable for meeting friends
Relaxed, can stay as long as I wish
Pure and good coffee
Reasonable price
Convenient location
Friends, relatives often invite me to come here
Delicious beverage
Total
2%
7%
7%
15%
2%
13%
7%
24%
13%
17%
13%
15%
11%
15%
13%
35%
20%
17%
24%
28%
50%
35%
30%
52%
Passio
0%
5%
9%
7%
7%
20%
14%
18%
25%
16%
11%
27%
11%
25%
25%
23%
34%
48%
48%
18%
57%
48%
39%
36%
Urban Station
PASSIO = DELICIOUS DRINKS + REASONABLE PRICE
URBAN STATION = REASONABLE PRICE + CAN STAY LONG
Why do you choose this coffee chain?
N = 900 N = 46 N = 44

18. 17
18% 18% 15% 18% 21%
15%
22%
60%
52%
66% 64%
62%
70%
61%
21%
30%
19% 18% 17% 15% 15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Trung
Nguyên
Coffee
Highland
Coffee
Urban
Station
The Coffee
House
Passio Phúc Long
Very satisfied
Satisfied
Normal
Unsatisfied
Very unsatisfied
81% FEEL SATISFIED WITH THE COFFEE CHAIN THEY OFTEN GO TO
How do you feel with the coffee chain that you go to the most frequently?
N = 900 N = 221 N = 176 N = 161 N = 44N = 66 N = 46
Trung Nguyên Coffee gain the highest top box of satisfaction level

19. 18
9%
2%
2%
2%
2%
3%
4%
7%
8%
9%
9%
9%
9%
10%
10%
12%
12%
17%
17%
17%
34%
Nothing
Others
Not hygienic
Food and beverages are not good for health
Coffee is not tasty, not pure
Beverage is not tasty
Food is not tasty
Not beautiful space/decoration
Inconvenient location
Not airy
Unequal quality of food, beverage between stores
Normal style, not impressed
Not good staff
Uncomfortable for long staying
Music is not good
Long service time
The menu is not diverse
Few of new food & beverages
Poor wifi signal
High price vs. quality
Few promotions
Total
OFFERING MORE PROMOTION CAN MAKE CUSTOMERS FEEL HAPPIER
Is there anything makes you unhappy about this coffee chain?
N = 900

20. 19
9%
2%
2%
2%
2%
3%
4%
7%
8%
9%
9%
9%
9%
10%
10%
12%
12%
17%
17%
17%
34%
Nothing
Others
Not hygienic
Food and beverages are not good for health
Coffee is not tasty, not pure
Beverage is not tasty
Food is not tasty
Not beautiful space/decoration
Inconvenient location
Not airy
Unequal quality of food, beverage between stores
Normal style, not impressed
Not good staff
Uncomfortable for long staying
Music is not good
Long service time
The menu is not diverse
Few of new food & beverages
Poor wifi signal
High price vs. quality
Few promotions
Total
11%
2%
2%
3%
3%
3%
4%
7%
5%
5%
8%
9%
11%
5%
7%
15%
12%
18%
16%
13%
32%
Highland Coffee
11%
2%
2%
3%
3%
3%
4%
7%
5%
5%
8%
9%
11%
5%
7%
15%
12%
18%
16%
13%
32%
Trung Nguyên Coffee
HIGHLAND / TRUNG NGUYÊN = FEW PROMOTIONS +
FEW OF NEW FOOD & BEVERAGES
Is there anything makes you unhappy about this coffee chain?
N = 900 N = 221 N = 176

21. 20
6%
3%
2%
0%
0%
5%
3%
8%
6%
9%
6%
9%
6%
8%
12%
8%
14%
21%
20%
23%
48%
The Coffee House
9%
5%
2%
1%
2%
2%
5%
6%
11%
17%
11%
7%
14%
20%
16%
15%
12%
15%
13%
19%
35%
Phúc Long
9%
2%
2%
2%
2%
3%
4%
7%
8%
9%
9%
9%
9%
10%
10%
12%
12%
17%
17%
17%
34%
Nothing
Others
Not hygienic
Food and beverages are not good for health
Coffee is not tasty, not pure
Beverage is not tasty
Food is not tasty
Not beautiful space/decoration
Inconvenient location
Not airy
Unequal quality of food, beverage between stores
Normal style, not impressed
Not good staff
Uncomfortable for long staying
Music is not good
Long service time
The menu is not diverse
Few of new food & beverages
Poor wifi signal
High price vs. quality
Few promotions
Total
THE COFFEE HOUSE = FEW PROMOTIONS + HIGH PRICE VS. QUALITY
PHÚC LONG = FEW PROMOTIONS + UNCOMFORTABLE FOR STAYING
Is there anything makes you unhappy about this coffee chain?
N = 900 N = 46 N = 161

22. 21
9%
2%
2%
2%
2%
3%
4%
7%
8%
9%
9%
9%
9%
10%
10%
12%
12%
17%
17%
17%
34%
Nothing
Others
Not hygienic
Food and beverages are not good for health
Coffee is not tasty, not pure
Beverage is not tasty
Food is not tasty
Not beautiful space/decoration
Inconvenient location
Not airy
Unequal quality of food, beverage between stores
Normal style, not impressed
Not good staff
Uncomfortable for long staying
Music is not good
Long service time
The menu is not diverse
Few of new food & beverages
Poor wifi signal
High price vs. quality
Few promotions
Total
15%
4%
0%
0%
2%
2%
9%
11%
15%
13%
11%
4%
4%
11%
9%
2%
9%
20%
20%
7%
30%
Passio
2%
5%
2%
0%
5%
7%
2%
5%
11%
16%
11%
14%
9%
5%
0%
9%
16%
25%
14%
18%
45%
Urban Station
PASSIO = FEW PROMOTIONS + POOR WIFI SIGNAL
URBAN STATION = FEW PROMOTIONS + FEW NEW F&B
Is there anything makes you unhappy about this coffee chain?
N = 900 N = 46 N = 44

23. 22
2% 1%
9%
2% 2% 0% 1%
17%
15%
16%
21% 21%
15% 16%
45%
45%
48%
42% 42%
43%
52%
28%
28%
18% 30% 30%
37%
26%
8% 11% 9%
5% 4% 4% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Trung
Nguyên
Coffee
Urban
Station
The Coffee
House
Phúc Long Passio Highland
Coffee
I will go to this café only
I will prefer going to this café in
priority
I will go to this café parallel
with others
I will continue going to this
café, but I will go to other café
in the future
I will switch to go to other café
8% ARE LOYAL TO THE COFFEE CHAIN THEY GO TO FREQUENTLY
What is your usage intention towards this coffee chain service in the future?
Trung Nguyên Coffee owns highest ratio of loyal customer (11%)
While Urban Station has highest switching rate (9%)
N = 900 N = 176 N = 44 N = 66 N = 221N = 161 N = 46

24. 23
Highland Coffee
Trung Nguyên
Coffee
Phúc Long
The Coffee House
Passio
Urban Station
PASSIO GAINS HIGHEST SATISFACTION WHILE
TRUNG NGUYÊN COFFEE GAINS HIGHEST LOYALTY
Low
Low
High
High
How do you feel with the coffee chain that you go to the most frequently?
What is your usage intention towards this coffee chain service in the future?
Loyalty
Satisfaction
N = 900

25. 24
1% 0% 0% 1% 2% 0%1% 0% 2% 5%
0%
29%
24%
20% 29%
34%
41%
35%
42%
36%
50%
46%
42%
32%
46%
27%
39%
24% 24% 20% 20% 20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Trung
Nguyên
Coffee
The Coffee
House
Highland
Coffee
Phúc Long Urban
Station
Passio
I will recommend definitely
I will recommend
I may recommend
I will not recommend
I will not recommend definitely
69% ARE WILLING TO RECOMMEND THAT COFFEE CHAIN
What is your ability to recommend your coffee chain to others?
Trung Nguyên Coffee has the highest top box recommendation level comparing to others
N = 900 N = 176 N = 66 N = 221 N = 46N = 161 N = 44

26. 25
3%
13%
16%
25%
26%
32%
36%
38%
52%
73%
Others
Morning coffee everyday
Learning
Want to enjoy drinks / food
here
Meeting partners
Find shelter from heat
Dating
Group meeting
Want to relax
Meeting friends
Total
2%
11%
27%
27%
21%
38%
38%
44%
54%
73%
Under 18-25
2%
16%
6%
24%
31%
29%
39%
38%
51%
73%
26-30
5%
14%
5%
21%
32%
19%
32%
33%
52%
73%
30-35
4%
9%
6%
20%
31%
26%
27%
21%
44%
70%
Over 35
73% GO TO COFFEE CHAINS TO MEET FRIENDS
In which cases do you often go to coffee chain?
N = 900 N = 429 N = 231 N = 132 N = 108

27. 26
1% 1% 2% 3% 2%2% 2% 3% 3% 3%
9%
7%
11%
12%
10%
12%
13%
10%
11%
13%
12%
10%
13%
19%
13%
14%
14%
15%
15%
12%
22% 27% 16%
17%
19%
26% 26%
31%
19%
29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 30-35 Over 35
Quality of food and beverages
Reasonable price
Service quality
Style
Space
Convenient location
Music
Others
QUALITY OF FOOD AND BEVERAGES IS THE MAIN CRITERIA FOR
CHOOSING A COFFEE CHAIN
What is your main criteria when choosing a coffee shop?
Under 18 – 25 group cares more about price
N = 900 N = 429 N = 231 N = 132 N = 108

28. 27
2% 2% 2% 2% 2%
4% 5% 3% 3% 3%
5% 6% 6% 3% 3%
14% 15%
10% 18% 17%
15% 12% 19%
17%
14%
15% 16% 13%
14% 20%
22% 21% 21%
23%
25%
23% 24% 25%
20% 17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 30-35 Over 35
Youthful, fun
Lovely, gentle
Cosy
Luxurious
Classic
I do not care about style
Dusty, strong character
Others
23% PREFER YOUTHFUL STYLE
Which style of coffee shop do you like most?
Over 30 group prefers lovely, gentle style
N = 900 N = 429 N = 231 N = 132 N = 108

29. 28
4%
26%
29%
29%
32%
34%
37%
37%
47%
60%
Others
Juice
Ice-cream
Snack
Milk tea
Cake
Milk
Smoothie
Tea
Coffee
Total
5%
22%
28%
29%
38%
39%
43%
30%
54%
60%
Under 18-25
4%
30%
25%
28%
26%
31%
31%
45%
39%
61%
26-30
2%
24%
36%
29%
25%
25%
27%
43%
41%
61%
30-35
4%
33%
31%
33%
35%
30%
40%
43%
46%
59%
Over 35
60% CHOOSE COFFEE WHEN THEY GO TO COFFEE CHAIN
What kind of food and beverages do you often order when going to that coffee chain?
N = 900 N = 429 N = 231 N = 132 N = 108

30. 29
1% 2% 1% 0% 2%
7% 5% 7% 9%
14%
26% 25% 26% 25%
28%
66% 68% 66% 67%
56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 30-35 Over 35
Coffee quality is guaranteed
more
Also depends on the brand
of coffee chain
The same
Poorer quality
66% RATE THAT THE QUALITY OF COFFEE IN COFFEE CHAIN IS
GUARANTEED MORE THAN TRADITIONAL COFFEE SHOP
How do you rate the coffee quality of coffee chain comparing with other
traditional coffee shop?
N = 541 N = 256 N = 81 N = 64N = 140

31. 30
1% 1% 0% 1% 1%
22% 22% 26% 20%
13%
36% 37%
40%
31%
32%
11%
14%
8%
9%
12%
10%
11%
6%
11%
13%
13%
11%
13%
17% 19%
7% 5% 8% 10% 10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 30-35 Over 35
6h - 8h30
8h30 - 12h
12h - 16h
16h - 18h
18h - 20h
20h - 22h
22h - 6h
58% GO TO COFFEE FROM 6PM TO 10PM
Which time frame do you often go to this coffee chain?
N = 900 N = 429 N = 231 N = 132 N = 108

32. 31
3% 2% 3% 5% 3%
7%
4%
8%
11% 15%
18%
12%
24%
24% 23%
39%
38%
42% 33%
43%
25%
34%
16% 23%
11%
7% 9%
6%
3%
4%
1% 2% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-
25
26-30 30-35 Over 35
Under $1
$1.01 - $1.5
$1.51 - $2.5
$2.51 - $5
$5.01 - $7.5
$7.51 - $10
Over $10
39% SPEND $2.51 - $5 EACH TIME GOING TO COFFEE CHAIN
How much do you often spend each time going to coffee chain?
N = 900 N = 429 N = 231 N = 132
3% 3% 1% 5%
10% 7%
7%
4% 7%
9%
15%
7%
18%
9%
18%
28%
22%
34%
39%
33%
42%
42% 29%
45%
25%
38%
25%
13%
21%
3%7%
10%
7%
3% 3%1% 4% 1%
Total Under $200 $200.1 -
$450
$450.1 -
$700
$700.1 -
$1000
Over $1000
(*)
N = 108 N = 900 N = 227 N = 403 N = 173 N = 68 N = 29 (*)
(*) small sample size

33. 32
9%
9%
20%
28%
29%
35%
50%
I don't like any type above
Hammock café
Café has special products
(drink coffee and eat cup…)
Pet café
Self-serve café
Café has original
space/decoration
Book café
Total
7%
9%
23%
36%
33%
38%
54%
Under 18-25
8%
8%
18%
22%
27%
31%
54%
26-30
10%
13%
15%
17%
23%
31%
47%
30-35
22%
9%
16%
18%
25%
36%
32%
Over 35
BOOK CAFÉ IS THE TYPES OF SPECIAL CAFÉ PREFERRED THE MOST
In these types of special café listed below, which one do you like more?
N = 900 N = 429 N = 231 N = 132 N = 108
Over 35 group prefers café has original space/ decoration

34. 33
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (COO - Country Manager)
o Email: dang.h@di-mktg.com
o Contact number: +84 902-73-9944
• Thailand
o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,
Bangkok 10110, Thailand
o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing)
o Email: pimparima.p@di-mktg.com
o Contact number: +66 96 245 3656

35. 34
CONTACT US
• Indonesia:
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (CMO – Country Manager)
o Email: hendry.p@di-mktg.com
o Contact number: +62 21 3005 3541
• India:
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654