Highlands Coffee Embraces the Drive-Thru Experience in Ho Chi Minh City
Highlands Coffee is making waves in Ho Chi Minh City with the launch of their very own drive-thru service, mirroring the fast-food model popularized by giants like McDonald's. The process is simple: customers cruise through a designated one-way lane, make their beverage selection from a digital menu, and then proceed to a service window for payment and pickup.
A Question of Value: Convenience vs. Experience
While the novelty is exciting, questions linger about the value proposition. Currently, Highlands Coffee enjoys popularity as a social space, where customers happily pay a premium for the ambiance, comfortable seating, and the freedom to linger with friends or work on laptops. Will customers embrace the same pricing structure without the familiar cafe atmosphere? The drive-thru offers speed and convenience, but the core Highlands Coffee experience centers around slowing down and connecting with others. This shift raises the question of whether the drive-thru model can truly thrive, given the expectations of its loyal customer base.
Try it Yourself!
If you're curious to experience the new Highlands Coffee drive-thru, head over to 249 Hoàng Văn Thụ, Phường Tân Sơn Hòa, TP HCM and see what you think!
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