The Coffee House is closing its outlets in Da Nang and Can Tho, reducing its total to 117 locations, a decrease of about 30 from last year. CEO Ngo Nguyen Kha stated that these closures are part of a strategy to cut costs and improve performance.
Customers at the closed stores have been notified and offered promotions and instructions for redeeming reward points. This decision follows previous store closures during the Covid-19 pandemic and a cautious expansion strategy, with only 12 new stores opened from October 2021 to late 2022.
While the number of beverage stores in Vietnam has grown post-pandemic, The Coffee House is focusing on its online platform, with half of its orders coming through its app, which has 1.8 million downloads. The app helps the chain avoid high fees from third-party services and manage customer data effectively.