Highland Coffee Service Joint Stock Company launches first Drive-thru amidst mixed public reaction

Highland Coffee Service Joint Stock Company opened its first Drive-thru store in Ho Chi Minh City on the evening of July 1. This new service allows customers to order, pay, and receive items from their vehicles, with a target service time of under three minutes. Founder David Thai acknowledged that the Drive-thru model is not entirely new, having been seen in other countries and even small local cafes in Vietnam. However, he expressed hope that Highlands Coffee's optimized design would open a new chapter for Vietnamese coffee culture. For about a month, the trial operation of the Drive-thru had sparked debate, with some questioning the value proposition compared to existing low-cost takeaway options and the pricing being equivalent to dine-in.

Highland Coffee Service Joint Stock Company opened its first Drive-thru store in Ho Chi Minh City on the evening of July 1. This new service allows customers to order, pay, and receive items from their vehicles, with a target service time of under three minutes. Founder David Thai acknowledged that the Drive-thru model is not entirely new, having been seen in other countries and even small local cafes in Vietnam. However, he expressed hope that Highlands Coffee's optimized design would open a new chapter for Vietnamese coffee culture. For about a month, the trial operation of the Drive-thru had sparked debate, with some questioning the value proposition compared to existing low-cost takeaway options and the pricing being equivalent to dine-in.

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