{"id":35787,"date":"2026-01-16T21:47:28","date_gmt":"2026-01-16T14:47:28","guid":{"rendered":"https:\/\/dps.media\/bao-cao-nganh-fb-2026-cuoc-chien-chuoi-ca-phe-vu-khi-app-thanh-vien\/"},"modified":"2026-01-16T22:28:48","modified_gmt":"2026-01-16T15:28:48","slug":"industry-report-fb-2026-coffee-chain-war-member-app-weapon","status":"publish","type":"post","link":"https:\/\/dps.media\/en\/industry-report-fb-2026-coffee-chain-war-member-app-weapon\/","title":{"rendered":"2026 F&B Industry Report: \u201cCoffee Chain\u201d War & Membership App Weapon"},"content":{"rendered":"

Executive Summary<\/h2>\n

Stepping into 2026, the F&B chain market (Cafe & Tea) in Vietnam is valued at 2 billion USD<\/strong>, but the game rules have completely changed. No longer a battle over \u201cbeautiful views\u201d or \u201cstrong WiFi\u201d, the current battlefield is compact in customers' smartphones: Member App Battle (Loyalty Apps)<\/strong>.<\/p>\n

This report analyzes the clear polarization: Highlands Coffee still holds the throne with a network of 1000+ stores, while the \u201corange storm\u201d Mixue closely pursues with a super-fast franchising model. Alongside, the \u201cDigital Third Place\u201d trend (third space in digital space) is reshaping how brands make money from loyal customers.<\/p>\n

\n

Part 1: Market Context & PESTLE Analysis<\/h2>\n

1.1. Social \u2013 Evolution of \u201cThe Third Place\u201d<\/h3>\n

The concept of \u201cThird Home\u201d (where people go after home and office) still exists but has changed in nature. Gen Z goes to cafes not just to drink, they go to \u201cWork from Cafe\u201d (WFC) and create content. This forces chains to optimize design: Power outlets everywhere, ergonomic chairs, and studio-standard lighting.<\/p>\n

1.2. Technology \u2013 Cashless Society<\/h3>\n

In 2026, 95% of transactions at major chains are cashless. Integrating \u201cone-tap payment\u201d right on the brand's App increases service speed by 3 times and reduces cart abandonment rate.<\/p>\n

1.3. Economic \u2013 Rental Pressure<\/h3>\n

Rental prices in central districts of Ho Chi Minh City and Hanoi increase 15% compared to 2024. Compact Kiosk models (under 20m2) and tech-carts are being tested by giants like Phuc Long and Katinat to infiltrate office buildings.<\/p>\n

\n\n\n\n\n\n\n\n
Brand<\/th>\nNumber of Stores (Est. 2026)<\/th>\nCore Strategy<\/th>\n<\/tr>\n<\/thead>\n
Highlands Coffee<\/strong><\/td>\n2000+<\/td>\nAffordable Premium + Prime Locations.<\/td>\n<\/tr>\n
Mixue<\/strong><\/td>\n1800+<\/td>\nUnbeatable Low Prices + Aggressive Franchising.<\/td>\n<\/tr>\n
Phuc Long<\/strong><\/td>\n800+<\/td>\nRich-tasting Tea Quality + Integrated Kiosk.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>
Table 1: Top 3 F&B Chains Dominating the Vietnamese Market 2026.<\/figcaption><\/figure>\n
\n

Part 2: Race for Number of Outlets<\/h2>\n

2.1. Highlands Coffee \u2013 King Holding the Throne<\/h3>\n

With strong financial backing, Highlands continues to expand to tier-2 and tier-3 provinces. The \u201cGo into every alley, knock on every apartment\u201d strategy helps their brand recognition reach saturation point \u2013 everyone knows, everyone sees.<\/p>\n

2.2. Rise of Niche Chains<\/h3>\n

Katinat Saigon Kafe and Ph\u00ea La represent the \u201cConcept Cafe\u201d wave \u2013 selling space and stories. Higher prices (55k-75k) but customers still line up long because of the visual experience (Visual Experience) they provide.<\/p>\n

\"Chart<\/p>\n

Figure 1: Physical store market share map \u2013 Highlands and Mixue split the \u201cfour heroes\u201d.<\/em><\/p>\n

\n

Part 3: \u201cDigital Loyalty War\u201d \u2013 Member App Weapons<\/h2>\n

3.1. Apps Not Just for Accumulating Points<\/h3>\n

The 2026 member app is a mini \u201cSuper app\u201d. Star Rewards (Starbucks) or The Coffee House App have turned drinking coffee into a game (Gamification). Customers grind points (EXP) to level up (Tier), unlock \u201csecret\u201d perks (Secret Menu) and receive personalized birthday gifts.<\/p>\n

3.2. Structure of a Successful Loyalty App<\/h3>\n
    \n
  • Order Ahead (Pre-order):<\/strong> Skip the line, arrive and grab & go.<\/li>\n
  • Personalized Offers:<\/strong> AI analyzes drinking habits (Example: \u201cIt\u2019s raining today, how about a hot Cappuccino, Lan?\u201d).<\/li>\n
  • Subscription (Membership Package):<\/strong> Pay 300k\/month for unlimited coffee (Subscription Model).<\/li>\n<\/ul>\n

    \"Infographic<\/p>\n

    Figure 2: Anatomy of 5 killer features of a 2026 F&B Loyalty App.<\/em><\/p>\n

    \n

    Part 4: Revenue Structure: Recovery of In-store<\/h2>\n

    4.1. Delivery Apps Slow Down<\/h3>\n

    After the 2021-2024 boom phase, revenue from food delivery apps (ShopeeFood, GrabFood) starts to plateau at 30%<\/strong>. The reason is high delivery fees and customers craving real experiences.<\/p>\n

    4.2. In-store Experience Is King<\/h3>\n

    In-store revenue accounts for 60%<\/strong>, proving that nothing can replace the sound of the coffee grinder, the aroma, and the cafe atmosphere. The remaining 10% comes from Takeaway model at newly operational metro lines.<\/p>\n

    \"Chart<\/p>\n

    Figure 3: Resilience of the in-store sales model in the digital era.<\/em><\/p>\n

    \n

    Part 5: 2030 Forecast<\/h2>\n

    5.1. Robot Barista & Automation<\/h3>\n

    Part-time staff shortages will drive the use of brewing robots at public sales points (Airports, Train stations). Human staff will shift to \u201cCoffee Master\u201d roles \u2013 storytellers and emotional connectors.<\/p>\n

    5.2. Beverage Personalization (Hyper-Customization)<\/h3>\n

    The 2030 menu will no longer be fixed. Customers mix bean types, milk types (oat milk, almond, cashew) and toppings to their liking right on the app, creating millions of drink variations.<\/p>\n

    \n

    Conclusion<\/h3>\n

    The 2026 F&B industry is not for novices. To survive, brands need \u201cBarefoot expansion\u201d (Expand physical stores) and \u201cHead in the clouds\u201d (Optimize data technology). The battle is not just selling good coffee, but selling convenience and a sense of belonging (Belonging) to a community.<\/p>\n

    (In-depth F&B industry analysis \u2013 DPS Media Research Team Jan 2026)<\/em><\/p>\n

    References<\/h3>\n
      \n
    1. Vietnam Food & Beverage Association (VFBA). (2026). Annual F&B Market Report<\/em>.<\/li>\n
    2. Vietcetera. (Jan 2026). The Coffee Shop Culture in Vietnam: Evolution & Trends<\/em>.<\/li>\n
    3. Q&Me. (2026). Vietnam Coffee Chain Popularity Survey<\/em>.<\/li>\n
    4. Euromonitor. (2025). Caf\u00e9s\/Bars in Vietnam: Market Research<\/em>.<\/li>\n
    5. GrabFood & ShopeeFood Data. (Q4 2025). Beverage Delivery Insights<\/em>.<\/li>\n<\/ol>\n