Trung Nguyen E-Coffee | APEA - Asia Pacific Enterprise Awards Asia Pacific Enterprise Awards

INSPIRATIONAL BRAND CATEGORY

Trung Nguyen E-Coffee

Information about the Company & Brand
Trung Nguyen E-Coffee is a coffee retail chain officially launched by Trung Nguyen Legend Group in August of 2019.

As an advantage of being a brand under Trung Nguyen Legend Group, the “No. 1 Coffee, Trung Nguyen E-Coffee model” was formed and summarized through 27 years of experience opening coffee chains. The brand benefits from the available advantages of the “Trung Nguyen” name, operation management, outstanding coffee quality, supply chain, and training system, and more. Thus, Trung Nguyen E-Coffee has been the most successful coffee startup model for the community of Trung Nguyen Legend Group, maximizing the benefits of having franchised partners in all segments.

Brand Elements
Trung Nguyen E-Coffee offers cooperation opportunities to everyone from students, grocery store owners, traditional coffee shops, and modern retailers, to household coffee businesses who would want to convert their business to a more professional model. This would extend their company’s prospects in the fields of franchising, food, tourism, transportation, retail, and others.

With a franchise fee policy that is VND 0, Trung Nguyen E-Coffee also offers many suitable benefits under three packages that can cost anywhere between VND 65 to VND 175 million, meeting the various investment needs of the brand’s partners.

This franchising model is designed to be flexible, customizable, and optimized for any location with a footage area of only from 4m² to 400m². The model can be applied to businesses in various types of locations such as office buildings, apartments, restaurants, hotels, convenience store chains, schools, industrial parks, rest stops, and hospitals. Currently, there are more than 1,000 premises to help franchisees optimize their business area and be part of the brand’s ecosystem.

Trung Nguyen E-Coffee, in particular, positions itself as a miniature World of Coffee. It considers itself as the most complete and outstanding F&B and retail system, providing excellent energy coffee products, combining the essence of three coffee civilizations - Ottoman, Roman, and Thiền - while also constantly updating new fresh/detox drinks, setting trends in the industry. In addition, Trung Nguyen E-Coffee offers a wide range of retail products that directly meet the demands of coffee lovers which include coffee machines, equipment, accessories, and coffee-making tools.
Inspiring Identity
Trung Nguyen E-Coffee is a coffee chain that specializes in “The Energy Coffee That Changes Life”.

Unlike other coffee firms that only view coffee simply as a beverage, the brand considers coffee to be a great source of energy that powers creative brains and awakens minds towards wealth and true happiness. In particular, Trung Nguyen E-Coffee is the first and only space where three coffee civilizations converge.

Through research on the history of human civilization and the prevailing journey of coffee through its history of 12 centuries, the brand has converged the industry’s three coffee civilizations: Ottoman, Roman, and Thiền. The architecture, shop layout, food and beverages, and retail products are all created and arranged based on the concept of the three coffee civilizations.

The brand not only brings special coffee flavors but also has leading coffee experts from the parent company, Trung Nguyen Legend, who are ready to advise and share interesting and inspirational stories about the history, cultures, and the art of coffee. Customers can also directly experience the differences between the three world coffee civilizations through demonstrations and tastings.

Besides that, Trung Nguyen E-Coffee positions Energy Coffee to demonstrate that coffee can be a source of awakening creative energy through messages, images, and stories of influential people like celebrities.

Achievements & Impact
After only 4 years of launching and joining the franchise race, in which 2 years were encumbered by the Covid-19 epidemic, Trung Nguyen E-Coffee has maintained a strong growth rate with a registration speed of 20 new stores being opened per month on average. To date, Trung Nguyen E-Coffee has more than 700 stores throughout the country, and more than 1,000 franchise agreements have been successfully signed. This has contributed to the success of coffee store start-ups in the coffee enthusiast community.

The strong growth of Trung Nguyen E-Coffee’s mini World of Coffee has created a distinct mark for the Trung Nguyen Legend Group in its journey to implement the “Strategy: Different, Special, Unique”. The brand affirms Trung Nguyen Legend Group’s position as a leading corporation that is ready to reach out to the world with a leader's attitude and share positive energy with the coffee community.

Future Direction
Trung Nguyen E-Coffee’s goal is to expand its network to a size of 3,000 franchised stores in 63 provinces and cities across the country while promoting its development in the international market. It will be affirming its position as the most optimal coffee world retail chain by Trung Nguyen Legend Group.

INSPIRATIONAL BRAND CATEGORY

Trung Nguyen E-Coffee

Information about the Company & Brand
Trung Nguyen E-Coffee is a coffee retail chain officially launched by Trung Nguyen Legend Group in August of 2019.

As an advantage of being a brand under Trung Nguyen Legend Group, the “No. 1 Coffee, Trung Nguyen E-Coffee model” was formed and summarized through 27 years of experience opening coffee chains. The brand benefits from the available advantages of the “Trung Nguyen” name, operation management, outstanding coffee quality, supply chain, and training system, and more. Thus, Trung Nguyen E-Coffee has been the most successful coffee startup model for the community of Trung Nguyen Legend Group, maximizing the benefits of having franchised partners in all segments.

Brand Elements
Trung Nguyen E-Coffee offers cooperation opportunities to everyone from students, grocery store owners, traditional coffee shops, and modern retailers, to household coffee businesses who would want to convert their business to a more professional model. This would extend their company’s prospects in the fields of franchising, food, tourism, transportation, retail, and others.

With a franchise fee policy that is VND 0, Trung Nguyen E-Coffee also offers many suitable benefits under three packages that can cost anywhere between VND 65 to VND 175 million, meeting the various investment needs of the brand’s partners.

This franchising model is designed to be flexible, customizable, and optimized for any location with a footage area of only from 4m² to 400m². The model can be applied to businesses in various types of locations such as office buildings, apartments, restaurants, hotels, convenience store chains, schools, industrial parks, rest stops, and hospitals. Currently, there are more than 1,000 premises to help franchisees optimize their business area and be part of the brand’s ecosystem.

Trung Nguyen E-Coffee, in particular, positions itself as a miniature World of Coffee. It considers itself as the most complete and outstanding F&B and retail system, providing excellent energy coffee products, combining the essence of three coffee civilizations - Ottoman, Roman, and Thiền - while also constantly updating new fresh/detox drinks, setting trends in the industry. In addition, Trung Nguyen E-Coffee offers a wide range of retail products that directly meet the demands of coffee lovers which include coffee machines, equipment, accessories, and coffee-making tools.
Inspiring Identity
Trung Nguyen E-Coffee is a coffee chain that specializes in “The Energy Coffee That Changes Life”.

Unlike other coffee firms that only view coffee simply as a beverage, the brand considers coffee to be a great source of energy that powers creative brains and awakens minds towards wealth and true happiness. In particular, Trung Nguyen E-Coffee is the first and only space where three coffee civilizations converge.

Through research on the history of human civilization and the prevailing journey of coffee through its history of 12 centuries, the brand has converged the industry’s three coffee civilizations: Ottoman, Roman, and Thiền. The architecture, shop layout, food and beverages, and retail products are all created and arranged based on the concept of the three coffee civilizations.

The brand not only brings special coffee flavors but also has leading coffee experts from the parent company, Trung Nguyen Legend, who are ready to advise and share interesting and inspirational stories about the history, cultures, and the art of coffee. Customers can also directly experience the differences between the three world coffee civilizations through demonstrations and tastings.

Besides that, Trung Nguyen E-Coffee positions Energy Coffee to demonstrate that coffee can be a source of awakening creative energy through messages, images, and stories of influential people like celebrities.

Achievements & Impact
After only 4 years of launching and joining the franchise race, in which 2 years were encumbered by the Covid-19 epidemic, Trung Nguyen E-Coffee has maintained a strong growth rate with a registration speed of 20 new stores being opened per month on average. To date, Trung Nguyen E-Coffee has more than 700 stores throughout the country, and more than 1,000 franchise agreements have been successfully signed. This has contributed to the success of coffee store start-ups in the coffee enthusiast community.

The strong growth of Trung Nguyen E-Coffee’s mini World of Coffee has created a distinct mark for the Trung Nguyen Legend Group in its journey to implement the “Strategy: Different, Special, Unique”. The brand affirms Trung Nguyen Legend Group’s position as a leading corporation that is ready to reach out to the world with a leader's attitude and share positive energy with the coffee community.

Future Direction
Trung Nguyen E-Coffee’s goal is to expand its network to a size of 3,000 franchised stores in 63 provinces and cities across the country while promoting its development in the international market. It will be affirming its position as the most optimal coffee world retail chain by Trung Nguyen Legend Group.