According to information shared by Ms. Patricia on LinkedIn, from this December, she will take on the role of General Director at Phuc Long. “I am happy to share that I am starting a new job as CEO of Phuc Long,” Ms. Patricia posted on LinkedIn.
She also shared about Phuc Long brand development strategy, with the story of upgrading the space design for stores in the near future.
The new CEO of Phuc Long is the CEO who has been with Starbucks Vietnam for more than 10 years since the chain first entered Vietnam. (Photo: TL)
The news that the former CEO of Starbucks Vietnam has joined the Phuc Long tea and coffee chain as CEO of Phuc Long Heritage - the operator of the Phuc Long chain, has attracted attention in the F&B market at the end of the year, when a series of big companies have increased their position by opening a series of points of sale in major cities and key tourist areas.
In the leadership introduction on Masan Group's website, the group describes Ms. Patricia Marques as a veteran in the F&B industry, with more than two decades of experience in the Vietnamese and international markets.
A Phuc Long representative confirmed that Ms. Patricia Marques, former CEO of Starbucks Vietnam, has taken on the position of General Director of Phuc Long Heritage.
In December 2023, after more than 10 years of running Starbucks Vietnam since entering the Vietnamese market in early 2013, Ms. Patricia Marques suddenly left this coffee chain, when the American coffee giant announced its new CEO, Mr. Ho Mai Ho. Mr. Ho Mai Ho is also the first Vietnamese CEO of Starbucks.
In late 2012, Ms. Patricia was introduced by Starbucks Vietnam as General Director and in early 2013, the first store of this chain opened in District 1, Ho Chi Minh City. During more than 11 years of leadership, she helped this brand expand to more than 100 stores as of September 2023.
According to her LinkedIn post, after leaving Starbucks Vietnam at the end of 2023, she will hold the role of Business Development Director at Maxim's Group, Starbucks' operating partner in Southeast Asia.
This businesswoman has lived in Vietnam for more than 14 years and once shared that she considers Ho Chi Minh City her second home, always wanting to promote Vietnamese tea culture. She also contributed to expanding international operations for famous brands such as Saks Fifth Avenue, Panera Bread and Highlands Coffee.
Owning 176 stores, Phuc Long continuously invests and opens stores with new designs to enhance customer experience. (Photo: P.Long)
After investing in Phuc Long, Masan has the ambition to make this tea and coffee chain the beverage chain with the second largest number of stores in Vietnam this year.
Phuc Long Heritage currently operates 176 stores in 28 provinces and cities. Masan's Q3/2024 report shows that this beverage brand achieved revenue of VND425 billion, up nearly 13% over the same period last year.
Phuc Long's new stores are located in many prime locations in Ho Chi Minh City, and newly opened in many tourist centers such as Phan Thiet, Nha Trang... designed in a modern style, with creative spaces to enhance customer experience.
At the 2024 Annual General Meeting of Shareholders, Mr. Danny Le, CEO of Masan Group, said that this year, Phuc Long plans to open 30-60 new stores, concentrated in Ho Chi Minh City and Hanoi, aiming for revenue of VND1,790 to VND2,170 billion, an increase of 17-41% compared to 2023.
The chain also plans to expand internationally and has tested two stores in the US to study consumer tastes.
Meanwhile, Starbucks Vietnam is also clearly showing a change in direction compared to the early period. This chain has recently continuously closed stores in prime locations in Ho Chi Minh City such as Starbucks Reserve Han Thuyen (District 1); Starbucks in Rex Hotel; Starbucks at President Place building (corner of Nguyen Du - Nam Ky Khoi Nghia, District 1), Starbucks at 38 Dong Du, District 1; Starbucks De Tham, District 1...
Starbucks is in a race to renew itself by continuously opening stores at special locations in Ho Chi Minh City. (Photo: Starbucks)
Of the 119 Starbucks stores updated to early December 2024, 58 are in Ho Chi Minh City. It is easy to see that most of the points of sale are located in shopping malls, office buildings, and luxury apartments to serve customers on-site. The largest number of points of sale are concentrated in District 1, District 7, Thu Duc City... where there are large shopping centers such as Vincom Dong Khoi, Landmark 81, Emart, Panorama, Lotte Nam Sai Gon...
One special thing is that this chain is also rushing into the race to open stores in unique and different locations to serve the needs of young people and tourists. In Ho Chi Minh City, Starbucks is quickly opening many stores on both sides of the Saigon River at Bach Dang Wharf (District 1), Saigon River Park in Thu Thiem (Thu Duc City), newly exploited buildings in the Ba Son area... The stores are designed youthfully, suitable for Gen Z customers.
At tourist destinations such as Hue, Da Lat, Hoi An, Phu Quoc, Ha Long... Starbucks also continuously opened new stores this year.
According to the financial report, in 2023, Starbucks Vietnam will achieve more than 1,300 billion in revenue.
Source: https://vtcnews.vn/nu-ceo-gan-bo-10-nam-voi-starbucks-dau-quan-cho-phuc-long-ar912700.html
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